How to Link Your Google Analytics 4 (GA4) and Search Console (GSC) Accounts

What good are advertising and SEO if you can’t measure your performance? Have your analytics in place on your website or app at the very start to track your performance: what’s working and what’s not.

First and foremost, I imagine that you are already familiar with Google Analytics 4 (GA4) and Google Search Console (GSC).

But just in case you are not, let us define both GA4 and GSC.

What is Google Analytics 4 (GA4)?

GA4 is the next generation of Analytics. 

GA4 is designed to collect and measure the following:

  • both website and app data, and
  • event-based data instead of session-based

GA4 has also the following features:

  • privacy controls such as cookieless measurement, 
  • behavioral and conversion modeling,
  • predictive capabilities, and
  • direct integrations to media platforms.

On July 1, 2023, standard Universal Analytics will no longer process any data. You’ll still be able to see your Universal Analytics reports for a period of time though. 

What is Google Search Console (GSC)?

Google Search Console (GSC) tools and reports can help measure your site’s search traffic and performance. GSC lets you know the issues to fix and increase your site’s visibility on the Google Search results pages (SERPs).

  1. Log in to your Google Analytics 4 (GA4) account.
Link Google Analytics 4 and Google Search Console - GA4 and GSC - 1
  1. Scroll down and look for the Search Console Links under PRODUCT LINKS. This is how to link your Google Search Console account to your GA4.
Link Google Analytics 4 and Google Search Console - GA4 and GSC - 2
  1. Click the Link button.
Link Google Analytics 4 and Google Search Console - GA4 and GSC - Step 3
  1. Click Choose accounts and select the appropriate GSC account to use.
Link Google Analytics 4 and Google Search Console GA4 and GSC Step 4 1
  1. Make sure to use the actual URL you are using on LIVE site. Does it have a www? Does it use HTTPS or HTTP?
Link Google Analytics 4 and Google Search Console - GA4 and GSC - Step 5
  1. Then click the Confirm button.
Link Google Analytics 4 and Google Search Console - GA4 and GSC - Step 6
  1. Under the Select Web Stream, click the Select button.
Link Google Analytics 4 and Google Search Console - GA4 and GSC - Step 7
  1. Choose the appropriate data stream, then click Choose. (You should have something different. We are using what we have.)
Link Google Analytics 4 and Google Search Console GA4 and GSC Step 8 2
  1. Review the GSC account and the data stream used, then click Submit.
Link Google Analytics 4 and Google Search Console - GA4 and GSC - Step 9
  1. You should see the result page, entitled Results with a highlighted text in green: LINK CREATED.
Link Google Analytics 4 and Google Search Console - GA4 and GSC - Step 10

You should now see your newly linked account under Search Console links.

Link Google Analytics 4 and Google Search Console - GA4 and GSC - Step 11

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