Connecting GA4 and Search Console (get your SEO data)

Search Console shows you what happens before users click (queries, impressions, rankings). GA4 shows you what happens after (engagement, conversions). Linking them gives you the complete picture.

Here's how to set it up.

What you get from this integration

Two new reports become available:

• Google organic search queries: Query-level data
• Google organic search traffic: Landing page performance

Prerequisites

You need:

• Editor role on the GA4 property
• Verified owner status on the Search Console property
• Same Google account for both

Important: "Verified owner" is different from having access. You need owner status, not just viewer or user access.

Step 1: Verify Search Console ownership

First, confirm you're a verified owner:

1. Go to search.google.com/search-console
2. Select your property
3. Go to Settings (gear icon)
4. Check Users and permissions
5. Look for your email with "Owner" status

If you're not an owner, you'll need to verify ownership or ask the current owner to link.

Step 2: Link the properties

1. Go to your GA4 property
2. Navigate to Admin → Product Links → Search Console Links
3. Click Link
4. Click Choose accounts
5. Select the Search Console property you want to link
6. Click Confirm
7. Click Next
8. Select your web data stream
9. Click Next
10. Review the summary
11. Click Submit

You should see "Link Created" confirmation.

Step 3: Publish the reports

Linking creates the data connection, but the reports aren't visible yet. You need to publish them.

1. Go to Reports → Library (at the bottom of the left nav)
2. Find the Search Console collection
3. Click the three dots (more options)
4. Click Publish

Now the Search Console reports appear in your Reports section.

Accessing the Search Console reports

Once published, you'll find them at:

Reports → Search Console → Queries

• See search queries driving traffic
• View impressions, clicks, CTR, position
• Drill down by country and device

Reports → Search Console → Google organic search traffic

• Landing page performance
• Combined Search Console + GA4 metrics
• Post-click engagement data

Understanding the data

Queries report

Landing pages report

This combines both data sources:

Limitations to know

One-to-one linking

You can only link one Search Console property to one GA4 web stream. If you have multiple GSC properties (like www and non-www versions), pick the primary one.

Data retention

Search Console keeps data for 16 months. Your GA4 reports will also max out at 16 months of historical search data.

Processing delay

Search Console data typically takes 48 hours to appear in GA4 reports. Don't expect real-time search data.

Cannot edit links

You can't modify an existing link. To change the linked property, delete the link and create a new one.

Domain vs URL-prefix properties

Both work, but make sure you're linking the correct one. If you have separate properties for subdomains, link the one that matches your main site.

Verifying the connection

From GA4 side

Go to Admin → Product Links → Search Console Links. You should see your linked property listed.

From Search Console side

1. Go to Search Console
2. Click Settings
3. Look for Associations section
4. "Google Analytics" should appear

Troubleshooting

"No properties available to link"

• You're not a verified owner (just having access isn't enough)
• The Search Console property is already linked to another GA4 property
• You're using different Google accounts

Data not showing in reports

• Wait 48 hours after linking
• Make sure you published the reports (Step 3)
• Verify the link exists in Admin

Wrong data appearing

• Check you linked the correct Search Console property
• Verify the domain matches your data stream URL
• Remember: separate GSC properties for subdomains show separate data

Use cases for the combined data

Identify high-impression, low-CTR pages

Find pages that rank but don't get clicks. These need better title tags or meta descriptions.

Find high-click, low-engagement queries

Users click but don't engage. The content may not match search intent.

Correlate rankings with conversions

See which queries actually drive conversions, not just traffic.

Track landing page optimization

See how title/description changes affect both CTR (Search Console) and engagement (GA4).

Alternative: BigQuery for deeper analysis

For advanced analysis, export both GA4 and Search Console data to BigQuery:

• GA4: Admin → Product Links → BigQuery Links
• Search Console: Search Console → Settings → Bulk data export

Join the datasets for custom analysis beyond what the standard reports offer.

Next steps

Once connected:

1. Build dashboards with search data
2. Track SEO as key events
3. Optimize based on data

For a cleaner view of your combined analytics and search data, try Analayer. We make understanding your SEO performance simple.