To optimize your website’s performance, understanding the relationship between Google Search Console (GSC) and Google Analytics 4 (GA4) is key. By combining data from both platforms, you can gain valuable insights into how keywords drive traffic and conversions. This guide will walk you through how to link GSC and GA4, and use Looker Studio to create actionable reports for measuring keyword performance on your site.
Connecting Google Search Console and GA4
Start by linking Google Search Console with Google Analytics 4. This connection allows you to view search data alongside user interaction data. To do this:
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Go to the admin panel in GA4 and follow the instructions to link your GSC account.
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Once connected, you’ll gain access to key metrics like clicks, impressions, click-through rates (CTR), and average position.
It’s important to note that GSC doesn’t allow you to add GA4 metrics directly into its reports. This is where Looker Studio helps by enabling you to merge data from both platforms seamlessly.
Using Looker Studio for Data Analysis
Looker Studio is a powerful tool for combining data sources and generating reports. The key to this process is the landing page, which serves as the common link between GSC and GA4.
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Import both GSC and GA4 data into Looker Studio.
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Join them based on the landing page, noting that GSC includes the full domain while GA4 only includes the path.
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To bridge this, create a formula that extracts the path from the full URL, ensuring smooth integration between the two datasets.
Creating the Join
When setting up the join, use an inner join to include only matching rows from both tables. After saving the join, select the dimensions and metrics you want to analyse. For example:
- Query: The keyword you’re tracking.
- URL Clicks: Clicks from GSC.
- Total Revenue: Revenue from sessions on the landing page.
- Sessions: Number of sessions initiated on the landing page.
Analysing Keyword Performance
Once the data is joined, you can see how different keywords perform in terms of conversions. Set up a table to show each keyword and its associated landing page. This lets you identify which keywords drive traffic and generate revenue.
For example, you may discover that a certain brand keyword drives both high traffic and significant revenue. By calculating the revenue attributed to each keyword based on its share of sessions on the landing page, you can pinpoint which keywords are most effective.
Identifying Non-Brand Keywords
Sorting your data by keyword revenue helps you spot non-brand keywords contributing to your SEO strategy. These keywords are valuable because they target people who may not be familiar with your brand but are still converting. Understanding how they fit into your strategy is crucial for refining your approach.
Creating a “Bad Keywords” Report
Equally important is identifying underperforming keywords. Create a report that focuses on keywords that generate traffic but don’t lead to conversions. This report uses the negative SEO index, calculated by dividing URL clicks by the sessions they produce. A higher negative SEO index indicates that the keyword is driving traffic without generating sales, showing areas that need improvement.
Exporting Data for Further Analysis
Once your data is compiled in Looker Studio, export it to Google Sheets for more detailed analysis. From there, you can create pivot tables that list each keyword alongside its associated revenue. This step helps you uncover trends and make data-driven decisions.
To export your data:
- Click the three dots in Looker Studio and choose Send to Google Sheets.
- Clean up the data, keeping only relevant information.
- Create a pivot table to visualise the relationship between keywords and revenue.
Sorting and Formatting Your Data
In your pivot table, sort keywords by revenue to easily identify the most profitable terms. Apply formatting to improve readability, making your findings more accessible and actionable.
Conclusion
Integrating Google Search Console and Google Analytics 4 data through Looker Studio allows you to gain deeper insights into keyword performance. By identifying high-performing keywords and understanding which ones are underperforming, you can optimise your SEO efforts for better results.
Whether you’re focused on SEO or running Google Ads, knowing how keywords perform on your website is essential for success. Use these strategies to improve your digital marketing and drive more conversions.
For further learning, explore additional resources and courses to continue refining your data-driven strategies.
