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By connecting GA4 and Search Console data, accounts can gain a comprehensive view of customer behaviour – from pre-visit searches to on-site interaction. This integration helps identify the highest-performing search queries, increase conversion rates and refine marketing strategies.
What do these tools track?
- Search Console: Focuses on pre-visit activity, monitoring search result impressions, clicks, search queries and overall visibility in Google Search.
- Google Analytics 4: Analyses user behaviour after clicking, including page visits, session duration, user actions and traffic sources from various marketing channels.
Google Improves GA4: New Looker Studio Dashboard
Google has released a Looker Studio dashboard that simplifies data analysis and visualisation for marketers. The Looker Studio dashboard allows direct comparison of data from Google Analytics 4 and Search Console. This makes it easier to uncover patterns in user behaviour and content performance.
Beyond tracking organic traffic trends, it offers detailed analysis of engagement rates, user return rates and page interactions. This helps identify the highest-performing pages and search queries that generate the most value, enabling more effective content optimisation and SEO strategy.
Addressing Data Discrepancies
Google also highlights common discrepancies between GA4 and Search Console data. Differences in click and session counts may be caused by factors such as:
- different tracking methods and attribution models,
- variations in cookie tracking,
- timing differences in data recording,
- bot and non-standard page filtering,
- different approaches to tracking canonical URLs.
Google recommends using additional tools that facilitate data connection, such as direct Search Console integration with GA4, WordPress Site Kit plugin for easier data connection, or BigQuery export for advanced analysis.
Google Improves GA4: Benefits for E-commerce
This innovation offers practical advantages for online retailers who want to improve search visibility, optimise content and better understand customer behaviour across search and websites.
With clearer data, businesses can better target marketing, fine-tune SEO and optimise product offerings. The result can be a competitive advantage, higher traffic and increased sales.
