Google Analytics Vastly Improves Search Console Integration

May 13, 2016 - 7:52 am 0 by

Google Analytics Search Console

Yesterday, Google revealed deeper integration between Google Analytics and Google Search Console. I personally have access to the new report under acquisitions section named "search console," the old name is "search engine optimization" so if you don't have the new name, you do not have access yet. Google said it is rolling out over the next few weeks to all.

By deeper integration, Google means that Google is now able to overlay Google Analytics behavior and conversion metrics in those reports. Beforehand, all it had was a view of what you saw in Google Search Console, i.e. impressions, clicks, CTR and average position. Now you get on top of that sessions, bounce rates, page/sessions, conversion metrics like transactions, revenues, e-commerce, goals, etc.

Here is a picture that clarifies what is new:

click for full size

But, this is all with a caveat - the queries data doesn't get the GA overlays because of not provided. So when you drill into queries, Google hides that data. Here is a screen shot from my report for one of my landing pages:

click for full size

Here is a list of new features besides for what I mentioned above:

  • Find landing pages that are attracting many users through Google organic search (e.g., high impressions and high click through rate) but where users are not engaging with the website. In this case, you should consider improving your landing pages.

  • Find landing pages that have high site engagement but are not successfully attracting users from Google organic search (e.g., have low click through rate). In this case, you might benefit from improving titles and descriptions shown in search.

  • Learn which queries are ranking well for each organic landing page.

  • Segment organic performance by device category (desktop, tablet, mobile) in the new Devices report.

For a deeper review, see online behavior blog.

Forum discussion at Google+.


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