Good news for those data junkies out there! Google Analytics is now more integrated with Google Search Console (formerly known as Webmaster Tools).
To take advantage of this new feature, you need to confirm that your Google Analytics account is set up for data sharing with Search Console. Google provides instructions for how to do this. Please note that Search Console hasn’t been implemented across the board, so it may still be called Search Engine Optimization in your Google Analytics menu.
Added Data from Search Console
This integration allows greater insight into how people are arriving at your site, and what they’re doing once they get there. Below is an example of what the new integrated report will look like, provided by Google.
The first four columns (Impressions, Clicks, CTR and Average Position) are Search Console metrics, while the remaining columns are Google Analytics metrics.
Looking at this model, what can we learn?
- Landing Page 1 has a very high number of impressions, meaning that this page is coming up as a search result for many organic Google searches. However, it is a low CTR (click-through rate) which means that it isn’t a relevant result for the search. You might want to consider changing the page title or description. As this page generates a considerable amount of revenue, encouraging even a slight increase in CTR may have a significant impact.
- Landing Page 9 has a pretty good CTR at about 10%, but has the highest bounce rate. It may be worth looking at that landing page and determining how to make it more relevant or engaging.
- Landing Page 4 looks healthy all-around. What are the successful aspects of this page that could be applied to other landing pages?
The new integration can also be segmented according to device. This is a good way to determine if all of your pages are doing equally well on mobile devices, or if some need extra tweaking to be fully optimized for smartphones and tablets.
What new insights do you hope to gain with this new feature? Let us know in the comments.