Strategy and Transformation

Linking Google Webmaster Tools to Google Analytics

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When browsing through your Google Analytics account, you might have noticed that the Search Engine Optimization Queries report under Traffic Sources does not show any data:
webmaster tools and analytics1

To obtain additional search queries (or keywords) visitors used on search engines, login to Google Webmaster Tools using your Google Analytics credentials. Add the URL of your site and follow the instructions to verify ownership of the site.
On the image above, the first sentence reads “Contact your Analytics administrator to connect a Webmaster Tools site.” This means that you do not have administrative access to your Google Analytics account, you cannot link the account to Webmaster Tools, and you need assistance from the administrator.  In order to be able to link the accounts, a “Set up Webmaster Tools data sharing” button must appear on the screen:
webmaster tools and analytics2
After clicking the “Set up Webmaster Tools data sharing” button, scroll down, and click “Edit” below the Webmaster Tools Settings.
webmaster tools and analytics3
Select the Webmaster Tools site you want to link to Google Analytics, click the “Save” button.
webmaster tools and analytics4
Click the “Ok” button on the Add Association pop-up.
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And you are done! You should now be able to see on Google Analytics search queries, landing pages, and Geographical Summary reports under the Traffic Sources > Search Engine Optimization Google Analytics tab.

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Valeria Brotherton

As an XD Sr. Business Consultant at Perficient, Valeria specializes in Digital Marketing, including Search Engine Optimization (SEO), Pay-per-click (PPC), Social Media, Analytics Reporting, and Content Strategy. Originally from Costa Rica, Valeria holds a bachelor’s degree from the University of Florida in Finance, a master’s degree from Georgia State University in Marketing, and a Google AdWords and Microsoft AdCenter Certification. Outside the office, she enjoys event planning, blogging, travelling, dancing, and spending time with her family, friends, and Mila (her puppy).

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