Google Search Console (GSC) and Google Analytics 4 (GA4) are powerful tools that provide valuable insights into your website’s performance and user behaviour. By connecting these two platforms, you can unlock even more data and gain a comprehensive understanding of how users discover and interact with your website from Google’s organic search. This is quite valuable for your SEO team as they can track what pages are working well and what queries users are using to land on your website. 

 

Let’s take a look at some of the things that you need to make sure you have ticked off your list before you are able to connect GSC to GA4: 

 

  • Ensure that you have both Google Search Console and Google Analytics 4 properly set up for your website 
  • Make sure you have admin access to Google Analytics 4 
  • You also need to be the site owner in Google Search Console 
  • There is only one site owner 
  • If you are not the site owner the ownership can be transferred or you can ask the site owner to connect GSC to GA4 
  • Google Search Console is not connected to another GA4 account – It can only be connected to one account. 
  • Double check that you know which accounts you are connecting 

 

There are two options when it comes to connecting Google Search Console to Google Analytics 4: 

 

Option 1: Within Google Analytics 4: 

  1. Open Google Analytics 4 and go to the Google Analytics 4 admin panel (analytics.google.com) of the property you would like to link to Google Search Console. 
  1. In the admin panel of this property go to the section called Product Links and select Search Console links. If there is already a Google Search Console account linked to the GA4 property you would see it here and you would not be able to link another GSC account. 
  1. Click the “Link”. 
  1. Select the Google Search Console account you would like to link to by clicking the “Choose account” button. 
  1. Select the Google Search Console account and click “Confirm” – you might see accounts that are greyed out – this is because they are already linked to another GA4 account. 
  1. Select Web Streams  
  1. Most GA4 setups will only have one Web Stream. 
  1. Once you click select it is not obvious, but you need to hover over the web stream to show the choose button. 
  1. Review and Submit. 
  1. Wait for Data to Populate – Google will start populating search performance data from Search Console into your Google Analytics 4 reports. Please note that it may take some time for the data to become available. 

 

Option 2: Within Google Search Console: 

  1. Access the Google Search Console: Go to the Google Search Console website (search.google.com/search-console) and sign in with the same Google account used for Google Analytics 4. 
  1. Select your website property: If you have multiple properties in your Search Console account, select the relevant property from the property selector. 
  1. Click on “Settings”: In the left-hand menu, click on the gear icon to access the Settings page. 
  1. Under “Associations,” click on “Add association.” 
  1. Choose the “Google Analytics” option: In the “Add an association” window, select the “Google Analytics” option. 
  1. Select the GA4 property: Choose the appropriate Google Analytics 4 property you want to connect to your Search Console account. 
  1. Confirm the association: Follow the on-screen instructions to confirm the association between Google Search Console and GA4. 
  1. Verify the association: Once the association is confirmed, Google will verify the ownership of your Google Analytics property. This verification process may take a few minutes or longer. 
  1. Wait for data to populate: After the verification is complete, Google will start populating search performance data from Search Console into your Google Analytics 4 reports. Please note that it may take some time for the data to become available. 

 

If you need help with GA4 or Google Search Console, feel free to get in touch with the ASK BOSCO® team and we’ll be more than happy to help you out.  

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