Search Query Data in Google Analytics: YOUR Organic Click-Through Rates Revealed!

Today, Google’s Webmaster Central Blog announced that Search Query data from your Webmaster Tool’s Account (image below) is now available in Google Analytics. The question, why are Webmaster Tools and Google Analytics integrated? Was initially raised in Matt Cutts’ May 25th Live Panda update. Matt Cutts stated that they were different departments within Google and therefore there were barriers to integrating them. Well, these barriers must have been overcome in the months since the update as the data has now been integrated.

How To  Integrate Google Webmaster Tools in Google Analytics:

Data is not automatically integrated between systems. In order to integrate Search Query Data in Google Analytics, you must be an administrator on both the Google Analytics and Google Webmaster Tools accounts. Once you are an administrator to both accounts, log into your webmaster tools account and locate the site you are looking to integrate with analytics (be sure both accounts have been verified and are working first).









Next, select “Google Analytics property” from the “Manage” dropdown menu. Then select the analytics profile to integrate with.


WARNING: Be sure the profiles you are integrating are similar as un-integrate the profiles will force you to start over again. If you have multiple profiles (subdomains, etc) for analytics, you will want to integrate with the correct profile as well.

Once you’ve selected the domain, click “Save” at the bottom of the page. You will receive another warning informing you that this association will replace any existing Webmaster Tools associations. You can now log into the “New” version of analytics and under “Traffic Sources” you will see a “Search Engine Optimization” drop down menu. This is where the data will be stored.


Google will provide you data from the Top 1,000 daily queries, excluding the most recent 2 calendar days. Do not be surprised to not see data from those two days. Now you are able to segment and analyze data in various ways.

Currently, my favorite method is to view performance of the last 30 days to the previous 30 days. In this way, you can gage click-through rates from one month to the next. You can assess the ranking improvements from one month to the next by comparing the impression counts as well.

What is your favorite data-set to analyze?

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