Clients have asked me for many years why Google has so many platforms to login to. The answer is simple the products they create are complex and work as standalone tools. If you consider the amount of data that goes into Google Analytics it would blow your mind how much cloud space is needed for you to run your website reporting in real time. Not to mention that most the tools are free. Google is getting better at integrating their API’s which in turn will help you understand your website data faster and easier.
Yesterday, Google announced the ability to display Search Console metrics alongside Google Analytics metrics, in the same reports, side-by-side. This will give you a full view of how your website shows up and performs in organic search results. Google Analytics helps companies optimize their websites and marketing efforts for all sources of traffic. Search Console is used for website owners to manage how they appear in Google organic search results.
Integrating Search Console and Google Analytics at a deeper level will help site owners gain a fuller picture of your website’s performance in organic search, it’s beneficial to see how visitors reached your site and what they did once they got there.
This update will allow you to see your Search Console metrics and your Google Analytics metrics in the same reports, in parallel. By combining data from both sources at the landing page level, we’re able to show you a full range of Acquisition, Behavior and Conversion metrics for your organic search traffic. This feature out is rolling out over the coming few weeks, so not everyone will see it immediately.
The new reports will allow you to analyze your organic search data from end to end. It’ll also allow you to discover unique and actionable insights. The Acquisition metrics from Search Console, such as impressions and average position, are already available in relation to your Behavior and Conversion metrics from Google Analytics, like bounce rate and pages per session.
Below are a few of the new capabilities resulting from this integration:
• 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.