Configuring SEO data in Analytics

You will not see any reporting data under the Search Engine Optimization section until you enable Webmaster Tools data sharing for your web property in Google Analytics.

Configuring SEO Reporting for your Analytics Reports

Contact your site administrator if you don't manage web-search optimization for the website. Otherwise, ensure that you have added your website to Webmaster Tools and that data collection is working. Read Getting Started with Webmaster Tools for more information.

The Property Settings for your site contain the SEO-configuration information (All Accounts > [your account] > [your web property] > Property Settings). In the Webmaster Tools Settings section, you should see the URL of your website, which confirms that the website is verified in Webmaster Tools and that you have permission to make changes. If you do not see the URL in this section, you need to add your site to Webmaster Tools.

By default, SEO reporting is activated for all views that collect data for the website. You can disable SEO reporting for selected views by clicking the Enable Views button and deselecting checkboxes next to the views you want to disable. Click Apply to save changes.

Data Availability in Reports

Once you enable SEO reporting for your Analytics reports, any available historical SEO data for your website will appear in your reports. However, historical data in these reports is affected by two factors:

  • The starting date of the Analytics view.
    Once a website is set up correctly with Analytics tracking, one or more views can show report data for the site. For each view, the report data begins on the creation date for the view. Any data from before the view creation date is not available.
  • The starting date of the Webmaster Tools collection for the website.
    If you have Webmaster Tools data collection already set up, the SEO reports will display historical data back to the creation date of the view. If you have just enabled Webmaster Tools data collection for your site, data will appear in your reports within 24 hours of site verification. Webmaster Tools will show any data collected for that site, but historical data previous to site verification may not be available.


The following scenario illustrates:

  1. Jan 1 — View A in Analytics set up for your website.
  2. Feb 1 — Webmaster Tools data collection set up for your website.
  3. March 1 — View B in Analytics set up for your website.
  4. April 1 — SEO reporting enabled for View A and View B.

In this case, the data availability for each view is as follows:

  • View A — SEO data begins on Feb 1.
  • View B — SEO data begins on March 1.

Next: Using the SEO Reports

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