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Google Introduces Deeper Integration of Search Console in Google Analytics

18/05/2016
A 7 minute read

Google announced via a post on their blog that they will be integrating Search Console into Google Analytics, so that metrics from Search Console can be displayed alongside metrics from Google Analytics.

Analytics helps brands to optimize their websites and marketing efforts for all sources of traffic, while Search Console is used by website owners to manage how they appear in Google organic search results. The integration of the two will enable metrics to be displayed in the same report, giving a full view of how sites show up and perform in organic search results.

So what does this mean for webmasters? It means that more actionable insights will be available from organic search data – acquisition metrics like impressions and average position can now be viewed in relation to behaviour and conversion metrics, like bounce rate and pages per session.

This will be particularly useful in that individual pages on a site can be viewed to single out and correct more specific issues, such as when landing pages have high site engagement but low click through rate.

Some Analytics features, like segmentation, won’t be available for Search Console data, but there’s no doubt that this integration will be really useful for webmasters. To benefit from this, all you have to do is make sure your properties are linked, and Google have produced a guide on how to do that.

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