Google announced today that after an outpouring of requests, Webmaster Tools data will finally be reachable through Google Analytics. Though this change is currently in limited pilot stages, you can sign up for the opportunity to take part in the integration.
According to Google’s statement, this addition to Analytics will be in the form of reports containing Google search data such as query information, clicks, impressions, click through rate and average position. All that data can be granulized and viewed using Analytics’ advanced filtering and visualizations, as well.
There has been some release of Analytics data into Webmaster Tools over the last few months, but the addition of the Webmaster Tools data to Analytics is a step towards Analytics becoming more universally useful. Having full access to Analytics and Webmaster Tools data in one place can allow webmasters to see a more complete view of what is getting user traffic to their site and what that traffic is doing once it has arrived. The best part? Google says they aren’t done! They plan on making continued additions of Webmaster Tools data to Analytics over the next few months with the help of those taking part in the pilot.
What are some more ways this data, or future additions to Analytics of Webmaster Tools data, can be utilized to improve web site performance? Share your thoughts and ideas below in the comments section!
For further information about this topic, check out the following links:
- Pilot Webmaster Tools’ Search Queries data in Google Analytics-Webmaster Central Blog
- Google Analytics To Add Search Query Data From Webmaster Tools-Search Engine Land
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Kayla is an Account Executive at Hanapin Marketing, a search engine marketing firm focused on generating results through PPC and SEO.