Access Webmasters Tools data in Google Analytics

 
You can now access Webmaster Tools search optimization data directly from Google Analytics! To make this possible, we’ve made some changes to how you associate your Webmaster Tools sites to Analytics. Instead of linking your Webmaster Tools site to a Google Analytics profile, you’ll now link to a Google Analytics web property.

When you associate a Google Analytics web property with a site in your Webmaster Tools account, you’ll be able to see Webmaster Tools data in Google Analytics reports. You’ll also be able to access Google Analytics reports directly from the Links to your site, Search queries, and Sitelinks pages in Webmaster Tools.

Associate a Webmaster Tools site with a Google Analytics web property:

  1. On the Webmaster Tools home page, click Manage site next to the site you want, and then click Google Analytics property.
  2. Select the web property you want to associate with the site, and then click Save.

Note: A site can be associated with only one web property, and vice versa. Creating a new association removes the previously existing association.

Every Google Analytics web property can have a number of profiles. When you associate a site with a web property, clicking a link to Google Analytics from Webmaster Tools will take you to that web property’s default profile. (If you previously associated your site with a different web profile, clicking a link will now take you to the default profile instead. If you want to see a different profile, you can switch views from within Google Analytics.)

If your site is already associated with a Google web property, it could be for a couple of reasons. Either you already used Google Analytics to associate this web property with the site, or another site owner has made the association.

If your site is associated with an Analytics web property you don’t recognize (and don’t want), it may be because another site owner associated the site with an Analytics web property you don’t own. In this case, you can delete the association and create a new one.

If your site used to be associated with a web property, but no longer is, it may be that the web property was later associated with a different site. (Remember, a site can be associated with only one web property. Creating a new association will remove the previously existing association.)

Why doesn't Webmaster Tools data match Google Analytics data?

Webmaster Tools data may differ from the data displayed in other tools, such as Google Analytics. Possible reasons for this include:

  • Webmaster Tools does some additional data processing—for example, to handle duplicate content and visits from robots—that may cause your stats to differ from stats listed in other sources. Some tools, such as Google Analytics, track traffic only from users who have enabled JavaScript in their browser.
  • Google Analytics tracks visits only to pages which include the correctly configured Analytics Javascript code. If pages on the site don't have the code, Analytics will not track visits to those pages. Visits to pages without the Analytics tracking code will, however, be tracked in Webmaster Tools if users reach them via search results or if Google crawls or otherwise discovers them.
  • Some tools define "keywords" differently. For example:
    • The Keywords page in Webmaster Tools displays the most significant words Google found on your site.
    • The Keywords tool in Google Adwords displays the total number of user queries for that keyword across the web.
    • Analytics uses the term "keywords" to describe both search engine queries and AdWords paid keywords.
    • The Webmaster Tools Search Queries page lists shows the total number of keyword search queries in which your page's listing was seen in search results, and this is a smaller number. Also, Webmaster Tools rounds search query data to one or two significant digits.