In order to provide you with more visibility into the performance of your ads and to help you make more informed marketing decisions, we are expanding the Search Query Performance report to provide more granular insight into the queries that trigger your ads. Starting today, the Search Query Performance report will show all queries that resulted in a click, where the user has not specifically blocked their referrer URL. In other words, this includes all queries that you would see in your server logs or if you use a tool like Google Analytics. In requiring that the referrer URL be present, we are upholding our commitment to user privacy.
As a result of this update, you will likely see longer lists of queries in your Search Query Performance reports, many of which will have very low traffic. We encourage you to focus your decisions about the performance of your keyword variations on those variations that occur most frequently and have a significant amount of performance data.