Data is the backbone of a comprehensive SEO strategy. You need quality analytics to understand what’s happening with your website, see how effective your current strategy is, and test new tactics.

    Connecting your Google Search Console with your Google Analytics account helps you uncover how your web pages are performing in Google search results and how visitors are interacting with them — all in one platform. 

    Why Should I Connect Search Console to Analytics?

    Google Search Console allows you to see how your site performs in search results and what search queries people use to find you. This information can be used in your SEO campaign to improve online visibility in SERPs.

    On the other hand, Google Analytics provides more insight into what people do once they’re on your site. How long are they staying on a page? Are they visiting additional pages? Are they downloading an ebook, submitting their email, or making a purchase?

    When you link Google Search Console with your Google Analytics account, you can view all your data in one platform and better understand how (or if) your organic traffic converts. 

    You’ll also gain access to additional reports in Google Analytics that show where your web pages are showing up in SERPs and what keywords people used to find particular landing pages.

    There’s no need to alter your Search Console settings — you can enable your Search Console data from your Google Analytics account and start immediately accessing your new Search Console reports.

    Universal Analytics: Connecting Search Console to Analytics

    Universal Analytics (UA) will be retired in July 2023. However, it’s still collecting data until then. If you haven’t made the switch to Google Analytics 4 and still use Universal Analytics, here’s how to connect it with your Google Search Console.

    To connect Search Console to Google Analytics, start by going to your Google Analytics account and selecting the property you want to connect with Google Search Console. Then, click on ‘Admin’ in the left-hand sidebar.

    Universal analytics menu

    Click on ‘Property Settings’ in the middle column. 

    property settings screenshot in Google Analytics

    A new panel will appear on the right. Scroll down near the bottom to where it says ‘Search Console’ and click on ‘Adjust Search Console.’

    connect search console to analytics screenshot

    If you use the same email for both Google tools, you should see the URL for your property listed. To enable Google Search Console data sharing, click on the drop-down menu to pick which views you want to connect and click ‘Save.’ You may only have one view. Select it by clicking the box next to it.

    search console settings in google analytics screenshot

    You should now see ‘Search Console’ under the ‘Acquisitions’ tab on your left-hand menu. 

    search console now appears in Google Analytics menu

    Your Search Console data import is instant! Click on ‘Search Console,’ and you’ll find newly-added reports.

    search console reports in google analytics

    Your New Universal Analytics Reports

    Who doesn’t love more data?! More data means you can truly understand how your users are engaging with your website so you can build a better experience for them. You should now see the following four reports.

    1. Landing Pages

    Your new Landing Pages report lets you see Acquisition, Behavior, and Conversion metrics for all of your canonical URLs. Quickly identify high-traffic pages that don’t convert or high-conversion pages with low traffic, and optimize them with information from your Queries report.

    2. Countries

    Uncover geographic data from people who visit your web pages from search results.  If you’re focused on international SEO, this report can provide important insights into the effectiveness of your strategy. Are you connecting with users in the countries you’re targeting? Are they interested in the pages you’ve created especially for them?

    3. Devices

    Curious about which devices people use to surf your site? With the Devices report, you can track whether there’s a correlation between engagement and a user’s device. 

    4. Queries

    Check whether search terms on your landing pages align with user intent. The Queries report will show you exactly what your visitors entered into their search bar to find you. Improve your engagement metrics by optimizing your pages to better match those search terms.

    Google Analytics 4: Connecting Search Console to GA4

    If you’ve made the switch to GA4 or plan to do it soon, connect it with GSC from the start to get a complete view of your data.

    First, click on ‘Admin’ in the menu.

    GA4 menu screenshot

    Two columns will appear.

    GA4 admin menu

    Scroll down the second column to the very bottom and click ‘Search Console Links.’

    search console links in GA4

    Click ‘Link.’

    link setup screenshot connecting search console to analytics

    Click ‘Choose accounts,’ select your account, and then click ‘Confirm.’ Any account on which you’re a verified site owner will appear.

    link to a property screenshot

    Click ‘Next’ to move to the second step.

    link setup step 2

    Click ‘Select.’ 

    choose a data stream box

    You should now see the different data streams available to you: Web, iOS, and Android. The first one is for accessing data from a website, whereas the other two are for accessing data from mobile applications. 

    Since I’m concerned with my website’s organic traffic, I’ll select ‘Web,’ and click ‘Next.’

    review GA4 link to GSC

    Now, you can verify all of the information is correct and click ‘Submit.’

    Your New Google Analytics 4 Reports

    Once you’ve connected Search Console with Google Analytics 4, you’ll have access to two new reports.

    1. Google Organic Search Queries

    GA4 will now collect data about the search terms people use to find your web pages. The same information available in Google Search Console, but you can now view it while you’re in Analytics.

    2. Google Organic Search Traffic 

    View the Search Console and Analytics metrics associated with particular landing pages and see which ones attract the most organic or paid traffic and conversions.

    FAQs about Connecting Search Console to Analytics

    Do I have to connect Search Console and Analytics?

    If you feel you won’t benefit from the additional reports and data, you don’t have to connect your Search Console and Analytics. Google doesn’t require the tools be connected. However, the additional reports make it easier to see all your data in one place.

    Can I connect my Analytics to multiple Google Search Console properties?

    No, Google says, “an Analytics property can be associated with only one site, and vice versa. Creating a new association removes the previously existing association.”

    Can I connect my Search Console to UA and GA4 simultaneously?

    Yes, you can link your Search Console to UA and GA4 at the same time.

    Download Our Free Google Tools Ebook

    Google Search Console and Google Analytics aren’t the only free Google tools you can use to improve your SERP rankings and drive more organic traffic to your site. Download your free copy of Google Tools for SEO and learn more about the valuable SEO tools you can use to improve your digital strategy.

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    A Guide to Google Tools for SEO

    Download this guide to learn how to make the best use of the free, powerful tools Google provides to improve your SEO processes and performance.


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