Digital Analytics

Google Analytics Search Console Integration

Google Analytics Search Console Integration

Updated on September 30, 2019

The Google Analytics Search Console integration allows marketers to get a more complete picture of organic search traffic. Combining the data and metrics from Google Search Console and Google Analytics makes it easier to make informed content decisions.

Let’s walk through exactly how to integrate these two tools.

Step 1: Create a Google Search Console Account

Before you can connect a Search Console account to Google Analytics, you need to add your website to Google Search Console. Review our guide to setup a Google Search Console account if you don’t already have it configured.

You’ll need to add your website as a Search Console property and verify you own the domain. The guide above will walk you through that process.

Step 2: Link Search Console Property in Google Analytics

  1. Click the gear icon to navigate to the Admin panel.
  2. Under Property click on All Products in the Product Linking section.
  3. Scroll down until you see Search Console and click Link Search Console.
  4. Click Add.
  5. Select the Search Console property you want to associate with the Google Analytics property and click Save.

You can only have one website connected with each Google Analytics property. If you need to, you can change the Google Search Console property. To change it, follow the steps above. But, when you get to step 3, you will click Adjust Link. The rest of the process is the same.

What Search Console Data Gets Pulled to Google Analytics?

When you integrate Search Console with Analytics you’ll be able to see search query, landing page, country, and device as dimensions. You’ll be able to see average position, impressions, and clicks as metrics.

And the best part, you’ll be able to see the standard Google Analytics metrics such as bounce rate with the Search Console dimensions.

When can you see the data and for how long?

  • Google Search Console keeps data for 16 months. This same range will be applied to the Search Console data shown in Google Analytics.
  • There is a 48 hour delay before Search Console data will display in Google Analytics.
  • When connected, historical data is pulled through. The data will go back to how old the Google Analytics property is or how old the Search Console verification date is, whichever one is the most recent.

Integrating these tools will allow you to make better use of the data. Combining multiple tools into one place is not only a time-saver but also provides deeper insight.

Have you connected Search Console with Google Analytics? What Search Console report do you find you use most often in Google Analytics?

About the Author

Jennifer Rogina has been a digital marketing specialist since 2008. During those years she has focused on Pay Per Click Advertising, Search Engine Optimization, and Conversion Rate Optimization.

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