Google Analytics and Google Search Console are the free Google tools, essential for everyone who has a website. Using them together it is possible to monitor, inspect, find problems, and analyse website traffic.

Google offers various tools that collaborate with those who have a web page. However, there are two that deserve a special highlight thanks to the information they provide that can help us understand, and consequently, increase organic traffic.

While Google Analytics gives you all the user data from the moment they arrive at your site, the Google Search Console will give you information on how these users arrive and what their search intention is.

Do you want to know how to get the most out of all this data in one place? Then join me in this post and discover how to link Google Analytics with Google Search Console and much more.

Shall we start?

Step by step to combine Google Analytics and Google Search Console

To make things easier for us, Google made it possible to link both tools and obtain all the information they offer us in one place, within Google Analytics itself.

To do it, you just must follow these instructions, and, in a few steps, you will have the two tools together working in your favour.

Set up accounts

First, you must access or, if you do not already have it, create a Google Analytics account.

Once you have accessed it, you must go to the “Acquisition” option and within it, look for the “Search Console” tab.

Click on one of the alternatives that are inside and since you have not yet linked the two tools, the following page will appear:

Step 2

Within this page, you will need to click “Set up Search Console data sharing.” When you scroll to the end you will see the following page:

Step 3

Here you must click on “Adjust Search Console” to bring it up:

Step 4

On this page click “Add”, doing so will bring up the list of the domains you own:

If the domain you want to link to Analytics is not listed, you must first add it to Search Console. For this, you will have to click on “Add a site to Search Console”.

After adding your property go back to Analytics and refresh the page. When updating it, your domain will appear, select it and press “Save”.

Step 5

Google Analytics and Google Search Console are now linked. To verify this, you must open Google Analytics again and click again on Search Console and then on any of the tabs.

Congratulations! That means that you have done very well and now you already have Google Analytics and Google Search Console associated. Do not worry that it does not show you any information, this will happen in a day or two, it depends on the traffic of your website.

What data and information are obtained by linking Google Analytics and Google Search Console?

With Analytics you can get important elements about the traffic of your website.

In addition to the volume of traffic, even in real-time, you can know its origin and the conversion rate, since it is possible to record what your goals are.

There is much data that you can obtain and that will be very useful to determine your strategies or make any changes when necessary.

The Google Search Console will give you information about the position of your website in the search engine, it also offers you resources that facilitate its indexing, among other functions.

Another important aspect of the Search Console is that it alerts you if a problem on its website or on any of your pages is detected and informs you of some important modifications, considered by the search engine, to improve your organic visibility.

By linking both tools, you will have all this data in one place, making the analysis of your website much easier and more effective. You will have in one place, the data related to the acquisition and user behaviour.

How linking Google Analytics and Google Search optimize SEO positioning?

We constantly hear about the importance of SEO for good search engine rankings. As we well know, there are various techniques to improve it, however, many times we forget about the analysis of the strategy.

Google Analytics and Google Search Console give us excellent data to do this analysis by showing us how our website can be improved.

Identifying the pages of your website that are better positioned can be a great starting point to improve SEO with some strategies.

Using those pages in internal links within those pages that are not so well-positioned can be extremely helpful in increasing your Page Authority and thus collaborating with a better place in search engine results.

Another thing you can see is its conversion and bounce rate. If your conversion rate is low and your bounce rate is high, you already know that what you should improve is the content, according to the objective you want to achieve.

By accompanying the results of these pages, you will be able to better understand what your audience expects from your content.

A reverse analysis can also be useful if you have pages with a good conversion rate and low bounce but that are not well-positioned, you already know that you have to invest in improving their positioning with other techniques, including increasing the click rate with a more attractive meta description, for example, or a more striking title.

Can there be data errors when combining Google Analytics and Google Search Console?

Some people “claim” that the two tools do not provide consistent information and that the numbers vary from one to the other.

This happens, but it does not mean that one or the other is making wrong measurements, I will explain why.

Google Analytics measures the number of organic sessions along with the number of direct sessions. So that you understand it better, I will give you an example.

If a user enters your website through Google but then accesses it directly, Analytics will count both sessions, however, Search Console will only count the first one.

Another difference is in the keywords. While Google Analytics shows organic keyword searches alongside Google Ads, Search Console shows only unsolicited ones.


Google Analytics and Google Search Console are two fundamental and quite useful tools in any Digital Marketing strategy.

Linking them makes the data analysis process easier, since, having all the information in one place, its consultation becomes much more practical.

Using this data to improve the positioning of a website is a simple action that only requires good analysis and constant support.

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