How To Connect Google Analytics And Search Console

We’re at a point where it’s critical for marketing teams to see as much data as possible in one place.

You use all kinds of marketing tools and your data is scattered everywhere. You check one tool for organic data, another tool for advertising data, another for social data, and so on.

Integrating Google Analytics 4 and Search Console makes it easy to see your organic ranking data from Search Console merged with page-level data in Google Analytics. This can help you make critical decisions around optimizing your landing pages.

For example, you can see behavior metrics and acquisition data for your landing pages, devices, and locations, all in one place.

Without linking the accounts, you can’t see all of this data together.

Ready to get started? Follow the steps below to connect your accounts in less than 10 minutes!

 If you already have an account, you can move on to the Link Your Accounts section.

Before you can set up an account, you need to be sure that you have access to your site. If you don’t have direct access, get a developer with access to help you out.

Once you’re squared away on access, go to Search Console and click Add Property. Here, you can add your site.

Next, you’ll have to verify that you own the site. There are a few different ways to do this:

• HTML file upload – (Google’s preferred method): Search Console provides a file you need to upload to your site. Then Google can see the file on your website and verify your account.

• HTML tag – Similar to the above, but instead of a file, Search Console gives you a snippet of code to add to your website.

• Domain name provider – You can choose your domain host from a list and Search Console will verify your ownership through your provider.

• Google Analytics – If your tracking code is set properly, you can verify your ownership with your Google Analytics measurement ID. You will need Editor permissions in Google Analytics for this to work.

• Google Tag Manager – Your container snippet needs to be set up properly and you need “Publish” permissions in GTM for this to work. You can just click the button and your account will be verified.

1. Log into your Google Analytics account.
2. In the bottom left, go to Admin (the gear icon).
3. In the Property column, scroll down to Product Links and click Search Console Links.
4. Click the blue Link button.
5. Click Choose accounts and select the Search Console property you want to link.
6. Click Confirm, then click Next.
7. Select your Web Stream for your website.
8. Click Next, review your settings, and click Submit.

Note: To see this data in your sidebar, you may need to go to Reports > Library and “Publish” the Search Console collection.

It’s easy to switch your Google Search Console accounts. First, you need to delete your old one. While GA4 allows multiple links, usually you want one clear connection per data stream.

In Google Analytics:

1. Go to the Admin section.
2. Under Product Links, choose Search Console Links.
3. Click the arrow next to your linked account.
4. Click the 3 dots in the upper right corner of the page.
5. Click Delete.
6. Follow the steps in the section Link Your Accounts to link your new Search Console account.

Search Console keeps data for the last 16 months, so your SEO reports in Analytics also include a maximum of 16 months of data.

Also, Search Console data will only start appearing in your Google Analytics reports after you have linked the accounts. It does not backfill historical data from before the connection was made.