Responding to NAVER’s Referrer Restrictions: Actions and a Comparison with Google
NAVER’s referrer policy restricts some acquisition data to protect user privacy. Learn how to adapt measurement and compare the approach with Google.
💡 NAVER’s decision to limit some referrer information is understood as a privacy measure. For website operators and digital marketers in Korea, the change can reduce access to acquisition data.
1. Actions in Response to NAVER’s Referrer Restrictions#
NAVER announced restrictions on information contained in the Referer value from 7 November 2024. This affects data used for traffic acquisition analysis.
Reference: NAVER’s Referer policy notice
1.1. Use Complementary Measurement Tools#
- NAVER Analytics and Search Advisor: use NAVER’s own tools to analyse acquisition and visibility.
- UTM parameters: add campaign parameters to controlled links for more granular attribution.
- Server logs: examine acquisition patterns directly, with appropriate privacy safeguards.
- First-party cookies: analyse behaviour within applicable privacy requirements.
1.2. Strengthen Data Analysis#
- Combine referrer data with other sources to understand behaviour.
- Use machine learning to improve analysis and develop acquisition prediction models.
1.3. Improve the User Experience#
- Use appropriate customer data to personalise content and services.
- Run A/B tests to improve the website and content experience.
2. Comparing NAVER and Google#
| Item | NAVER | |
|---|---|---|
| Restricted information | Some information; the article notes that details were not disclosed | Search queries withheld; referrer information restricted or omitted for HTTPS-to-HTTP navigation |
| Timing | 7 November 2024 | Already in place at the time of writing |
| Complementary tools | NAVER Analytics, NAVER Search Advisor | Google Search Console |
| Purpose | Protect user interests | Protect user privacy |
NAVER and Google referrer restrictions, as described in the original article
Privacy-Led Referrer Policy Changes and Responses#
Both platforms restrict referrer information to protect privacy. Operators should adapt by using complementary tools and stronger analysis while maintaining transparency and respecting applicable requirements.
Note: This is general information. Choose an approach based on the website, measurement goals and specialist input where needed.
Need help with search measurement or SEO strategy? Speak with 247COMPASS about an approach tailored to your business.
FAQ#
How Will the Change Affect My Analysis?#
Detailed source tracking may be limited. NAVER’s own tools and UTM parameters on controlled campaign links can provide additional detail.
What Is the Main Difference Between NAVER and Google?#
Both seek to protect privacy. The article describes NAVER’s restriction as partial, with details undisclosed, while Google withholds search queries and limits referrers on HTTPS-to-HTTP transitions. NAVER’s change was scheduled for November 2024; Google’s was already in place.
How Can We Adapt?#
Use complementary tools, combine data sources, strengthen analysis and consider machine learning where appropriate. Continue improving experience through personalisation and A/B tests while keeping data use transparent.
Responding to the Policy Change and Strengthening SEO
Use NAVER Analytics and Search Advisor, campaign parameters, server logs and appropriate first-party data to improve measurement. For high-traffic sites with many pages, free tools may have limits. Specialist SEO solutions can help monitor the effects of new content and marketing activity and track rankings and pages across NAVER, Daum and Google.
Need help with search measurement or SEO strategy? Speak with 247COMPASS about a tailored approach.