How do I link Search Console to Google Analytics 4?

The short version

• You need Editor in Analytics and to be a verified owner in Search Console.
• Admin, then Search Console links, then Link, then choose the property and your web stream.
• One web stream links to one Search Console property.
• The reports are hidden at first. Publish them from Library.
• Linked data shows up 48 hours after Search Console collects it and covers up to 16 months.

Before you start

Both tools must already be set up for the same website. If Search Console isn’t, see our help article on verifying your site with Search Console. If Analytics isn’t, see creating a GA4 property.

Check your access:

• Analytics: Google’s linking page says you need the Editor role on the property.
• Search Console: Google says you must be a verified owner of the property, and you can verify during linking. Google’s permissions page explains the difference between owners and users.

Often the business owner is the verified owner and the web company is a user. In that case the owner makes the link, or verifies themselves, while signed in.

How do I link them?

These steps follow Google’s linking page.

1. In Google Analytics, open Admin.
2. Under Product links, select Search Console links.
3. Select Link.
4. Next to “Link to Search Console properties I manage,” select Choose accounts. Pick your Search Console property.
5. Select Confirm, then Next.
6. Select the web data stream for your site.
7. Select Next, check the details, then Submit.

The link appears in the table. You can’t edit a link later. To change it, delete it and create a new one.

How do I find the reports?

Google keeps the Search Console reports unpublished at first.

1. In Analytics, select Reports, then Library at the bottom of the left menu.
2. Find the Search Console collection and open its menu.
3. Select Publish.
4. Back in Reports, a Search Console section now appears with two reports, which Google’s page calls Google Organic Search Queries and Google Organic Search Traffic.

The second report is the reason to link. It puts Google searches and on-site results on one screen, so you can see a page that ranks well but never brings an enquiry.

Why does linking matter?

Search Console tells you how people found you on Google. Analytics tells you what they did next. On their own, each tells half the story. Linked, you can answer “Which pages bring in leads from Google?” without exporting spreadsheets. Our guide to the Search Console Performance report covers the search side in more depth.

What are the limits?

• Only some dimensions work together. Google says Search Console metrics combine only with Landing page, Device and Country.
• No trend charts. The Search Console reports don’t support time-series charts.
• 48-hour delay. Data arrives in Analytics 48 hours after Search Console collects it.
• 16 months maximum. Search Console keeps 16 months, so linked reports do too.
• One to one. A web stream links to one Search Console property, and a Search Console property to one web stream.

What are the common mistakes?

• Linking a URL-prefix property that covers only part of the site. A Domain property gives the full picture.
• Expecting the numbers to match Analytics’ Organic Search. They won’t exactly. See why GA4 and Search Console numbers don’t match.
• Forgetting to publish the reports, then thinking the link failed.
• Linking the wrong stream in an account with several sites.

What if the link option isn’t there or fails?

• No Search Console links in Admin: you don’t have the Editor role. Ask an Administrator.
• Your Search Console property isn’t listed: you aren’t a verified owner. Verify, or ask the owner to make the link.
• The reports are empty: wait 48 hours, and check you linked the right stream.
• Data starts later than expected: Google says data starts from whichever came later, the stream’s creation or Search Console verification.

How much does it cost, and how long does it take?

Linking is free and takes about five minutes once access is right. Allow two days for data to appear.

How does E-3 handle this?

E-3 sets up Search Console for the sites it manages and adds itself as a user. Accounts E-3 sets up are created in the client’s name. This is part of our SEO and AI search service. Because the link needs a verified Search Console owner, the client may need to make the final click.

Related questions

• Why don’t GA4 and Search Console numbers match?
• What do Direct, Unassigned and AI Assistant mean?
• How do I set up key events?
• How do I read the Search Console Performance report?
• Back to the complete Google Analytics 4 guide

Sources

1. Search Console integration in Google Analytics (Analytics Help)
2. Managing owners, users, and permissions (Search Console Help)