How to Link Google Analytics to Google Webmaster

How to Link Google Analytics to Google WebmasterBackground

Recently, Google advanced the integration between Google Analytics and Google Search Console (previously known as Google Webmaster).

The integration of Search Console and Google Analytics has been in place since late 2011. However the GA Search Engine Optimization report only let us see impression, query and click data from the Search Console.

Now with this latest version, Google Analytics and Search Console data can be viewed side-by-side, giving us some illumination into what keywords are leading to what behaviors on the site.

What is Google Search Console?

Google Search Console (Google Webmaster Tools), is a free service provided by Google that allows webmasters to monitor and see information about how Google is indexing and displaying sites in the search results.

The Search Analytics report in Search Console shows which queries/phrase returned which pages from your site, the number of times those results were seen, and the number of times they were clicked on.

If you are using Google Analytics to measure website data, you can link your Search Console verified site to the Google Analytics profile when they use the same Google Account.

How to link Google Analytics with Google Search Console

  1. Your first step is to login in to GA and choose the Admin tab from the top navigation bar
  2. Select the Property you want to link. Click “All Products” option under” Product Linkinghow-to-link-google-analytics-to-google-webmaster-1
  3. Once you are in the Property Settings view, scroll to the bottom of the page to find the Search Console Settings.
  4. Under the section ‘Search Console Settings’ click on the “Edit” option to open a new window, which will ask you to select a site from the list of Search Console verified
  5. Choose a site and click on the save button


Now move to the Reporting tab in the top navigation bar, you’ll see options for Search Console in the left navigation bar toward the center of the list under Acquisition.

From the Search Console tab, you’ll have insight into impressions, clicks, CTR, and average position with relation to:

  • Landing Pages
  • Countries
  •  Devices
  • Queries

Since the data is already available in Search Console Tool, it will back fill as needed in GA and give you immediate data for reporting and analysis.

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