Deeper Integration of Search Console in Google Analytics

Deeper Integration of Search ConsoleGoogle Analytics has long been used to optimize your websites based on your SEO and marketing efforts for a variety of traffic sources.

Earlier, you were able to view the acquisition data related to your organic search traffic under the “Search Engine Optimization” tab.

But, as Google keeps adding new features, it has now replaced this tab with a “Search Console” one that helps webmasters manage the way in which their sites appear in Google’s organic search results.

In other words, users are now able to look at the Search Console metrics that are deeply integrated into the Google Analytics reports, rather than looking at them in isolation.

How to Find the Integrated Search Console Metrics in Google Analytics?

You must first ensure that the properties of the Search Console and Google Analytics are linked.

Once you have done this, you can go to the “Acquisition” tab and locate the “Search Console” on the left-hand side of Google Analytics.deeper-integrationThis new section gives you the ability to view the Search Console and Google Analytics metrics together.

New Capabilities Offered by the Deep Integration of the Search Console

In the previous SEO reports, you could already view the acquisition metrics. So, what is new with the Google Search Console tab?

Well… with the new tab, you can now even keep track of how your visitors reached your website and the actions they performed on your site, besides looking at the performance of your site in the organic search results.

This is possible because the new deep integration feature allows Google to combine the data from both the Search Console and Google Analytics at the landing page level and display the behavior, conversion, and acquisition metrics.

For example, you will now be able to view:

  • The behavior metrics, such as the bounce rate and pages per session,
  • The conversion metrics based on ecommerce, such as the transactions, revenue, and ecommerce conversion rate, and
  • The acquisition metrics, such as the clicks, click through rate, impressions, average position, and sessions.

New Sections

The new Search Console tab consists of four sections: Landing Pages, Countries, Devices, and Queries.deeper-integration2The first three of these showcase both the Google Analytics and Search Console data, while the last one only displays the acquisition metrics (for individual queries), such as the old, isolated Search Console report.deeper-integration3Clearly, the new reports are capable of showing you the performance of your site's organic search traffic when measured in terms of these different dimensions.

However, the new tab does not display certain personal and sensitive information in order to protect user privacy.

New Capabilities

  • Can determine the queries that rank well for each organic landing page.
  • Gets organic performance, according to the different categories of devices, such as desktops, tablets, and mobiles.
  • Can locate landing pages with a low click through rate. These are the landing pages which have high site engagement, but cannot attract a good number of users from Google’s organic search results.

This enables you to identify the landing pages in the search results for which you need to improve the descriptions and titles.

  • Identifies the landing pages with high impressions and a high click-through rate. These are the pages which easily attract a large number of users, who are not highly engaged on the website, from Google’s organic search results.

This helps you start working towards improving your landing pages for a better user engagement on your site. While the new features have started rolling out since mid-May 2016, not all the Google Analytics features will be available for the Search Console reports.

As per Google, segmentation will not be included and, hence, any segment that is applied to the new combined or integrated reports will only be applicable to the Google Analytics data.

So, with the inclusion of this new feature, you will be able to view both the Google Analytics and Search Console data in parallel by adding the conversion and behavior metrics to the mix of the acquisition metrics.

What do you think about this new feature? Do you have any questions? Please feel free to leave your comments below, I’d love to hear from you.

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