Yesterday the Google Webmasters Blog announced an exciting new update that will help businesses to make better use of their tracking data. From now on website owners can link their Google Analytics and Webmaster Tools accounts.
In time this could give businesses a clearer picture of how visitors use their site – from viewing their organic listing in the Google SERPs right through to completing a conversion. With this data at your fingertips you could hone your site to respond directly to your customers needs.
At the moment though the integration is limited to linking Webmaster Tools and Analytics so that it’s easier to switch between the two sets of data. And there is the option to view your Referring Sites Reports from Analytics when looking at your Links to your Site data in Webmaster Tools.
Even this small change will be really helpful for businesses.
This will make it easier to establish whether the sites that link to you the most actually send you the most traffic. And if you’re paying top dollar for paid directory listings or online advertising, this information could be vital in deciding whether you should spend your money elsewhere instead.
Integrating your sites is easy – log into Google Webmaster Tools and on the homepage, click “Manage” next to the site you want, then pick “Google Analytics profile”.
Then choose the profile that you want to link to your website (at this time you can only choose one), and click “Save”.
Search engine land has speculated about the possible future uses of this integration, and while at the present this feature is limited, the potential is enormous. Forward-thinking business owners should start integrating their Google Webmaster Tools & Analytics now to stay ahead of the game.