Google recently updated its documentation to help website owners and marketers better use Google Analytics (GA) and Search Console (SC) together. Both tools provide valuable insights:
- Search Console shows how people find your site on Google Search.
- Google Analytics tracks what visitors do once they’re on your site.
By combining the data, you get a full picture of your website’s performance, helping you optimize your SEO strategy more effectively.
For more details, refer to Using Search Console and Google Analytics for SEO.
Key Differences Between Google Analytics & Search Console
While both tools track website performance, they focus on different aspects:
| Feature | Search Console (SC) | Google Analytics (GA) |
|---|---|---|
| Main Purpose | Tracks performance on Google Search | Tracks visitor behavior on your site |
| Data Focus | Clicks, impressions, search queries | Sessions, user engagement, conversions |
| When It Tracks | Before users visit your site | After users land on your site |
For example, if you run an online store:
- SC can tell you how many people found your website by searching for “best running shoes.”
- GA can show you if those visitors then browsed your product pages and made a purchase.
For a detailed breakdown, visit About Google Analytics and Search Console.
Comparing Data: Why Numbers Don’t Always Match
If you compare Search Console “clicks” and Google Analytics “sessions,” you may notice different numbers. This is because:
- GA and SC measure interactions differently.
- GA requires users to accept tracking, which some may decline.
- SC tracks Google’s canonical URLs, while GA tracks any URL with an analytics tag.
So, rather than focusing on exact numbers, look at overall trends. If both datasets show similar growth or decline, your insights are on the right track.
For an in-depth explanation, refer to Understanding Data Discrepancies.
Visualizing Data with Looker Studio
Google recommends using Looker Studio (a free dashboard tool) to view your Google Analytics and Search Console data side by side. This can help you:
- ✔ Monitor organic search traffic trends.
- ✔ Identify which queries bring the most traffic.
- ✔ Compare engagement metrics like session duration and click-through rate.
To get started, use the Looker Studio Dashboard Template. You’ll need to:
- Open the template.
- Connect your own Search Console & Google Analytics data.
- Customize filters and settings.
Learn more in the Looker Studio Setup Guide.
Key Metrics to Track
Google’s recommended metrics to analyze organic search traffic include:
| Metric | Where It Comes From | What It Tells You |
|---|---|---|
| Sessions | Google Analytics | How many people visited your site. |
| Engagement Rate | Google Analytics | How many users interacted with your site. |
| Returning Users | Google Analytics | Shows if visitors come back. |
| Clicks | Search Console | How often users clicked on your site’s search result. |
| Click-Through Rate (CTR) | Search Console | How appealing your site is in search results. |
For example, if your CTR is low, you might need to improve your meta descriptions or titles.
Check out the detailed explanations of these metrics in Metrics in the Looker Studio Dashboard.
Investigating Traffic Changes & Finding Solutions
If you see a drop in search traffic, follow these steps:
- Check Search Console’s performance report. Did Google release a search update?
- Review Google Analytics. Are users leaving your site too quickly?
- Compare past data in Looker Studio. Pinpoint when the traffic change started.
For step-by-step troubleshooting, visit Investigating Traffic Changes.