Google Merges Analytics, Webmaster Tools Data, Adds SEO Reports

Google Webmaster Tools reports are now included as part of Google Analytics. You may recall four months ago, Google Analytics launched a pilot program between the two services. As of today the Analytics team announced the initial test are over and everyone will now be able to link Webmaster tools and Google Analytics accounts. They've even enhanced the services based on feedback during the pilot.

Integrated Webmaster Tools Reports

For now, there are three new reports, "based on Webmaster Tools data." All three can be found under the Traffic Sources section of Google Analytics, in a section labeled Search Engine Optimization. The three reports are Queries, Landing Pages, and Geographical Summary.


The Queries report will provide information on terms Google users searched on where your site's URL appeared in the results. the default report includes Impressions (within a SERP), clicks, click-through rate, and the average position your site appeared in for all search queries. Secondary dimension choices are limited, but a few visitor stats are available.

The next report is all about landing pages. It displays your top-viewed content that were entry points to your site as a direct result of a Google search query. The same four metrics and secondary dimensions are used in this report.

The third report is the Geographical Summary report, which displays the origin countries of your visitors that originated from a Google SERP. This report also gives impressions, clicks and CTR.

How to Link Your Accounts

To use these reports, you must first link your accounts. Linking your accounts is a relatively simple process that starts in Google Webmaster Tools. Your main Webmaster Tools landing page, lists the sites connected to your account.


Click the Manage Site menu and select Google Analytics property. You'll be taken to a page labeled Enable Webmaster Tools data in Google Analytics where you can match up the site to the matching site in your Google Analytics profiles. Find the match and click Save. After confirming the action in a dialog box, your accounts will be connected.

If you did it right the reports will appear. If not, you'll see something that resembles this:


Together At Last

It's a good first start at merging features. In true Google Analytics style, you can even filter the reports and add dimensions or metrics. However, don't get all excited about only checking one property for all your SEO needs.

Having the quick stats on search queries is very important. However, Webmaster Tools still presents more data, including changes in popularity for various queries. All the other cool metrics like inbound links, subscriber stats, and Googlebot crawler reports are still in Webmaster Tools.

About the author

A seasoned Web developer since 1993, Thom is a technical SEO and digital analytics veteran. Thom started his first Web consultancy, New York Web Works, in 1997 and never looked back. His current role as Director of Analytics at Acronym puts him on the forefront of analyzing websites of some of the biggest brands.

Part of the ClickZ Academy faculty, Thom has also taught for several well-respected colleges and universities. A ghost author of over a dozen technical training manuals, Thom has written for several industry blogs. He is a regular speaker at ClickZ Live events and is also a veteran of TEDx.