The value of Google Analytics when monitoring the performance of a website cannot be overemphasized. On the other hand, Google Search Console info helps webmasters to follow the performance of a site in organic searches. However, you can link the two to get more comprehensive results including visitors’ interaction with the site. In this post, we demonstrate how to link your Google Analytics with Google Search Console to understand the way users are interacting with the site and much more.
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Deeper insight on Google Search Console and Google Analytics Data Integration
In 2016, Google announced that they had added a new ability to display metrics from Google Analytics Along those from Search Console. This means that useful info such as click-through rates and impressions from Search Console can be compared to behavior and other conversion metrics on Google Analytics including bounce rates.
This integration also included the following additional capabilities;
- Selecting a landing page that will attract more users via organic search in situations that the users are not engaging the website. In such a situation, the webmaster should consider improving the landing page.
- Selecting the landing pages with high site engagement but not attracting ample users from organic searches.
- Finding the queries that are ranking better for every organic search page.
- Segmenting your website organic performance by the device using the new Device report.
Therefore, how do you access this info? First, it is very crucial to ensure that the accounts are linked.
How to link Google Analytics to the Search Console
The process of linking the two is relatively simplistic. Simply log in to your analytics account, Hit Admin and then All Products.
A list of Google properties and their status will pop up. Then, scroll down to get the Search Console settings.
Your website URL should be visible meaning that it is verified in Search Console. Now, select the reporting mode. However, those who have not verified their sites via Search Console should ensure to do so first.
A closer look at the data
Having linked the properties, it is now time to check at the metrics that are located on the Acquisition -> Search Console.
For example, if you intended to look at the top landing pages’ performance on the Google together with conversion data, the right way to do it is navigating to the Search Console -> Landing page.
You can sort the number of goals completion to establish the website’s most valuable pages. For example, you can follow to establish whether the landing page is performing well, the click through rates, and average position.
If you find that the page is having a bounce rate of less than 40%, it is advisable to carry comprehensive on-page SEO review and improvement. This will help to increase the through rates from various searches. The titles and descriptions would also be improved to make them more relevant and engaging.
If you are interested in understanding the performance of the website content in various countries, go to the Countries’ Report. Here, you should look for positive performance such as position and click through rates. It is also important to check on poor engagement metrics such as goal completion and bounce rates. It might point to the need for a language specific version of the site for clients in respective countries.
The Device Report helps webmasters to quickly compare desktops, tablet, and mobile search performance as well as engagement statistics. In addition to this, you can easily point the devices with poor user engagement and focus on improving the experience. You can also split the best landing pages by devices to tell how the content performs in various devices. For example, a webmaster can establish when the website content achieves high click through rates from multiple searches as well as engagement levels.
In the Query Report, the top queries for your site are listed. Note that this is the only detail that does not integrate with the Analytics. Despite this, the Query Report allows you to select the Devices and Country as secondary dimensions. This is very critical for your SEO because you can easily tell the nature of content to generate for various devices. In the same way, you operate in Search Console; you can still compare Average Top Position, CTR, clicks, and impressions.
Some important things to remember when accessing Search Console in Analytics
- The Devices, Countries and Landing Pages will appear in both Console and Analytics. However, Queries will only capture the Search Console data.
- Even after integration, all search data is limited to the last 90 days. Therefore, webmasters looking forward to longer analysis should consider downloading the reports on every other month.
- Data from Search Console still comes with a 2 days delay.
- Because Google does not display queries such as personal details and sensitive info, the keyword detail is still limited.
- There might be some difference in the clicks appearing on Search Console compared to Sessions in Google Analytics.
- Every segment that is used in the combined reports only applies to Google Analytics data.
For webmasters who have not linked Search Console and Analytics, it is really beneficial to do so. While every piece of data can be accessed individually on either property, integrating the two provides a bigger picture of the website’s SEO performance. This is a great way to point areas that need prompt review and improvements.