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Google improves integration of Google Analytics and Search Console [@SmartInsights alert]

Author's avatar By Dave Chaffey 13 May, 2016
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You can now evaluate the power of your landing pages for generating leads and sales from organic traffic

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Recommended link: Google Analytics article

We're 'quite excited' by this new feature from GA since it gives back some insight which was lost 3+ years ago when Google stopped reporting on keywords from organic search when it blocked reporting of encrypted search terms, labelling them as the opaque 'not provided'.

What marketers need to know about this new feature

1. You can now see not only the volume of traffic generated by organic keywords, but also the visit quality

When integration is configured we have been able to see estimates impressions and clickthrough of search volume for different keywords, which has been helpful since Google blocked reporting secure searches with keywords reported as not provided.

This means that you can now see data on bounce rate and conversions in Google Analytics as shown here. Previously just volumes of visits were shown, alongside Impressions (numbers of searches) and clickthrough rates.
Google Search Console - Google Analytics integration

2. You need to configure integration of Google Search Console and Google Analytics to benefit

When we're working with businesses to audit their customisation of Google Analytics we often find that they are not taking advantage of this integration to get the insights shown above and below in this post.

If you go to the Acquisition, Search Engine Optimization menu (which in future will be renamed Google Search Console) on Google Analytics and you don't see organic keyword data then you will need to set up Google Analytics - Google Search Console integration as explained by Google here.

3. Data is provided at a landing page level giving other insights too. Google explains that:

"Each of these new reports will display how your organic search traffic performs. As data is joined at the landing page level, Landing Pages, Countries and Devices will show both Search Console and Google Analytics data, while the Queries report will only show Search Console data for individual queries".

Here is an example (with landing pages) anonymised on the left.

ABC data

So, the benefit is that now you can break out the success of your organic search data by...

  • Country
  • Mobile devices like smartphone

So, this can help you to see the effectiveness of your SEO in attracting visitors in different countries and on Smartphone at the detailed landing page level.

4. The menu / navigation label where you access this data has been changed.

Previously, this data was accessed from the 'Search Engine Optimisation' menu availalable in Google Analytics in the Acquisition section. It has now changed to the less clear 'Search Console' option which does have the benefit that the need for integration is clearer.

5. Roll-out is over 'the coming few weeks'.

This feature is 'coming real soon now'. We're not seeing this feature yet, but will update you when we do. Enjoy!

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By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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