E-commerce
Navigating the New Google Analytics: Tracking Search Terms and Query Strings
Navigating the New Google Analytics: Tracking Search Terms and Query Strings
SEO professionals often find themselves grappling with the intricacies of data tracking, particularly as Google Analytics (GA) continues to evolve. One common question pertains to whether the new version of Google Analytics, GA4, tracks search terms automatically. This guide aims to provide clarity on tracking search terms and configuring GA4 for accurate data collection.
Introduction to GA4 and Query Strings
Google Analytics provides valuable insights into how users interact with your website. However, in the past, the older Universal Analytics did not automatically track search terms. Similarly, the new GA4 has not been tracking search terms automatically by default. Searching for specific query strings can help identify user behavior but requires configuration in GA4.
Understanding Query Strings
When users perform a search on your website, the search results include a unique part of the URL known as the Query String. This string typically contains the keywords or phrases users input into the search box. For example, if a user types 'best title tags for SEO' into a search box, the URL might look something like:
title tags for SEO
In this case, 'qbest title tags for SEO' is the query string. The query string provides valuable information about what users are searching for, but it is up to the website owner to configure GA4 to collect this data.
Configuring Data Streams for GA4
To track these search terms, you need to configure your Data Stream in GA4. Here’s how:
Go to the Admin section in GA4. Select the appropriate Data Stream that is collecting data from your site. Scroll down to the Enhanced Measurement section. Click the small gear wheel under Site Search. In the advanced settings, you should see a list of default query strings being captured (e.g., qssearchquerykeyword). If your site search query string matches any of these defaults, the data collection is already established. Otherwise, enable it and input the appropriate query string data.Tracking Search Results in GA4
After setting up the Data Stream correctly, it will take 24-48 hours for the data to be reflected in GA4. Once the data starts appearing, you will see an event named 'view_search_results' in the events list. However, the actual search terms used by users are not immediately visible in the reports.
Creating Custom Dimensions for Search Terms
To capture the search terms, you need to create a Custom Dimension called "search_term" with the exact parameter and an event scope. This Custom Dimension allows you to store and retrieve the search terms used by users. After setting this up, you can see the actual search terms in GA4 reports.
Connect Google Analytics to Search Console for Additional Insights
While GA4 does not provide keyword data automatically, you can still leverage Google Search Console (GSC) for keyword-related data. GSC offers impressions, clicks, and average position data for organic traffic. You can also connect GSC to Google Analytics to access some of this data, though not as granular as you might desire.
For example, you can use the Data Import feature in GA4 to link with GSC for search term data. This integration will give you a more comprehensive view of user search behavior on your site.
Remember, effective data tracking enhances your SEO strategy and enables you to make informed decisions. If you need more detailed information or specific configurations, refer to the GA4 official documentation.
Conclusion
By following the steps outlined in this guide, you can effectively track search terms and query strings in GA4. This will help you understand user behavior better, optimize your content, and enhance your overall SEO strategy. Happy analyzing!