July 15, 2014
Google Webmaster Tools (GWT) and Google Analytics (GA) are two tools that small businesses really shouldn’t live without. Both are such a wealth of information and have been updated constantly throughout the years with new features and options to help you customize and make the most of your online marketing. They help you analyze your website and make sure that you’re in good standing with Google, which we all know is the little push you need to get a good snowball effect going for most of your online efforts.
For beginners, however, it can be a little bit overwhelming at first. Google realized once you’ve mastered the two tools it would help to have everything in one place. This is where integrating Google Webmaster Tools and Google Analytics comes into play. It’s a great option for many businesses, but it’s important to realize that there are limitations. Before getting started, understanding the advantages and disadvantages is a must.
To be clear, when you integrate the two tools what you’re doing is making it so that you can see Webmaster Tools data in your Google Analytics reports. You will also be able to see your Google Analytics reports in Webmaster Tools under Search Queries, Sitelinks, and Links to your Site pages. This is an excellent way to keep all of your data side by side and stay organized. It can help you analyze data easier and find overlaps and trends that might help your efforts in the future.
Dan Greco, Web Analyst at Digital Operative, explained that filtering is also a big advantage to consider. He says that “Another benefit of linking GWT to GA is filtering by a keyword string. So if you wanted to see the average position for keywords containing “red shoes” GA filtering makes it very easy.”
However, as discussed in the introduction, as great as integrating the two tools may sound, there are limitations that you should take seriously. A few of the pitfalls include:
It’s worth noting that the way this was done in the past is different than today. You used to link your Webmaster Tools site to your Google Analytics, but now you link to a Google Analytics web property. There are still quite a few outdated articles on the web, so don’t get confused!
Below explains how to make the integrations happen:
Once again, when you’re finished with the integration you can then see all of your organic search data in Google Analytics by clicking Acquisitions à Search Engine Optimization à Queries or Landing Pages. Alternative Option: If you try to do this without integrating the two (or maybe you did something wrong), a screen will let you know that the report requires Webmaster Tools to be enabled. You can then just click the setup button to get started.
I also highly recommend checking out the Google Help article that explains what to do if your site is already associated with a Google web property, an Analytics web property that you don’t recognize, or if your site used to be associated with a web property. If you run into problems when integrated the two tools, it could be because of one of those reasons and you may need to take a few alternative (but fairly simple) steps.
If you’ve had success or are having trouble integrating GWT and GA, let us know your story in the comment section below and we will try to help.
Is your traffic declining? Are you not generating enough leads or sales? We’ve been growing businesses since 2009, let us do it for you!Schedule a Consultation
We’ve been growing businesses since 2009, let us do it for you!