Google Analytics and Google Search Console might seem like they offer the same information, but there are some key differences between the two products.

Google Analytics is more about who is visiting your site: how many visitors you're getting, how they're getting to your site, how much time they're spending on your site, and where your visitors are coming from. Google Search Console, in contrast, is geared more toward internal information: who is linking to you, if there is malware or other problems on your site, and which keyword queries your site is appearing for in search results.

To get the most out of the information provided by Search Console and Analytics, you can link accounts for each together. Having these two tools linked will integrate the data from both sources to provide you with additional reports that you will only be able to access once they're connected.

Configuring Search Console data in Analytics

In order to use the Search Console reports, you need to enable Search Console data sharing in your property settings. You must have administrator permissions on both the Google Analytics and Search Console accounts that are to be linked.

  1. Sign in to your Analytics account.
  2. Click Admin, and navigate to the property in which you want to enable Search Console data sharing.
  3. In the PROPERTY column, click Property Settings.
  4. Scroll down to Search Console Settings. You should see the URL of your website, which confirms that the website is verified in Search Console and that you have permission to make changes. If you do not see the URL, you need to add your site to Search Console.
  5. Under Search Console, select the reporting view(s) in which you want to see Search Console data.
  6. Click Save.