How to Enable Webmaster Tools Reports in Google Analytics

With a few hacks it’s now possible to see data from Webmaster Tools in Analytics. For these reports a new section is created – it’s called Search Engine Optimization. What’s available, according to GA blog:

  • Queries: impressions, clicks, positions, CTR information for the top 1,000 daily queries;
  • Landing Pages: impressions, clicks, positions, CTR information for the top 1,000 daily landing pages;
  • Geographical Summary: impressions, clicks, CTR information by country.

I will be happy to give this new toy a shot – are you with me?

To enable this functionality, go to new Google Analytics > Traffic Sources > Search Engine Optimization.

Webmaster Tools in Google Analytics

You’ll see the following message: This report requires Webmaster Tools to be enabled.

Connect to the Webmaster Tools data

Let’s click Set up Webmaster Tools data sharing.

On the next screen, you can edit the Web Property Settings:

Enable Search Engine Optimization Reports

If your web property is also a verified website in Webmaster Tools, and you are the owner, you can associate your Webmaster Tools data here. Google Analytics will then be able to display some of that data in some reports. Sweet, click Edit.

In a new window, you’re redirected to your Webmaster Tools page to select a required GWT account.

Link GWT and Analytics

Click Save. Another pop-up appears.

Add association

Click OK. Another redirect goes back to the Analytics page: now we see the Enabled profiles option.

We're all set!

Click Apply. The green confirmation message tells us that we’re up and running:


Now go to the Traffic Sources section and let’s see what’s happening on the SEO side. Looks good!

Happy Analyzing!