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Google’s Latest Update Breaks Third-Party Tracking Tools

Last Updated on: September 16, 2025 by

Google’s recent updates have disrupted many third-party tracking tools, leading to inaccurate data reporting. The issue started around September 11, 2025, when Google removed the option to display 100 search results per page. This change is particularly affecting SEO professionals who depend on these tools for tracking keyword rankings.

Third-Party Tracking Tools Struggle with Google’s Change

Google updates third-party tracking tools rules

The removal of the “&num=100” parameter in Google Search URLs has caused Third-Party Tracking Tools to malfunction. Tools that depend on pulling 100 results per page now deliver unreliable data. Barry Schwartz first noted this issue on September 12, 2025, and emphasized its impact on SEO reporting. The problem compounds with ongoing issues in Google Search Console data and the Google August 2025 spam update, which continues to roll out.

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Tim Soulo from Ahrefs warned on X, “Keyword ranking data below Top 20 is likely going away.” Some speculate Google is countering aggressive scraping by AI tools, as Ryan Jones suggested on X. While some providers, like seoClarity, claim their tools remain unaffected, most face challenges. Google has not yet responded to inquiries about the change.

How to Monitor Third-Party Tracking Tools

  • Check Tool Data: Review your tracking tool’s reports for inconsistencies since September 11, 2025.
  • Use Google Search Console: Rely on Google’s own data for more accurate insights during this period.
  • Test Search Results: Manually search with “&num=100” in the URL to confirm if it works.
  • Stay Updated: Follow SEO forums on X for real-time updates from tool providers.
  • Cross-Verify Rankings: Use multiple tools to compare keyword ranking data for accuracy.

The disruption in Third-Party Tracking Tools has sparked concern among SEO experts, as reliable tracking is crucial for strategy. With the Google August 2025 spam update still active, professionals must tread carefully. Monitor updates closely and consider manual checks until Google clarifies the situation. Stay informed as the SEO community navigates these challenges.

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Jitendra Vaswani
This author is verified on BloggersIdeas.com

Jitendra Vaswani is a globally recognized expert in SEO and AI-driven digital marketing. He has spoken at leading international events and is the founder of Digiexe, a results-driven digital marketing agency, Venuelabs, a platform that helps brands amplify their voice with expert PR and marketing solutions, and AffiliateBooster, a WordPress plugin tailored for affiliate marketers. With over a decade of hands-on experience, Jitendra has empowered countless businesses to thrive online. His bestselling book, Inside A Hustler’s Brain: In Pursuit of Financial Freedom, has sold more than 20,000 copies worldwide, reflecting his influence and dedication to helping digital marketers achieve success. Follow Jitendra on Instagram, Facebook, and LinkedIn.

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