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Google Search Console integration
The Search Console integration lands your organic search performance in your own data warehouse at full grain, without the row limits the reporting interface applies.
What the Search Console integration pulls
| Field | Notes |
|---|---|
| Date | Google reports in Pacific time and the bucket cannot be recut. The zone is landed with the row |
| Page URL | Every URL Google has shown for the site |
| Query | Including the anonymised long tail |
| Device | Desktop, mobile, tablet |
| Country | Where the impression happened |
| Impressions, clicks, position | Per combination, per day |
Search Console supplies two things to the shared data model: daily metrics, and content. It contributes no events and no identities, because a row here is a date, a URL, a query and a device, not a person and not an action.
That makes it the best content contributor of any source. Behavioural sources only learn that a URL exists once somebody visits it. Search Console knows every URL Google has ever shown, including the ones nobody clicked.
What the Search Console integration can be used for
Google Search Console can be used for content gap analysis. Pages that collect impressions and no clicks are a title and description problem. Queries with impressions and no matching page are a content problem. Both fall out of the same table.
Google Search Console can be used for ranking tracking without a rank tracker, at every query the site actually appears for rather than at a list somebody typed in once.
Google Search Console can be used for cannibalisation checks, by finding the queries where more than one of your URLs competes.
Google Search Console can be used to brief the content pipeline. Queries that already earn impressions are the cheapest articles to write, because the demand is proven before a word is drafted.
Google Search Console can be used for paid and organic overlap analysis, to stop paying for clicks on terms you already own.
Google Search Console can be used for content decay monitoring, because position history is kept for longer than the interface keeps it.
Search Console combined with other integrations
| Combination | What it gives you |
|---|---|
| Search Console + first-party tracker | What the searcher did after landing. Search demand joined to on-site behaviour on the same URL |
| Search Console + Shopify | Which queries produce revenue, not just sessions |
| Search Console + Google Ads | Terms you pay for and already rank for |
| Search Console + GA4 | Impressions to clicks to sessions, with the drop-off visible at each step |
| Search Console + content pipeline | Topic ideas generated from proven query demand rather than from a brainstorm |
| Search Console + company brain | An assistant that can answer what people are searching for before they reach the site |
What you need to connect Search Console
- Ownership or full-user access on the property
- The property URL, in the exact form Search Console stores it. A domain property and a URL-prefix property are different properties
Frequently asked
Is there a row limit? Not in the warehouse. The reporting interface caps what it will show you. The export does not.
How far back does history go? Search Console retains sixteen months. Once the data is in your warehouse it stays as long as you keep it, so year over year comparisons become possible from the second year onward.
Are anonymised queries included? Yes, as anonymised rows. They count toward totals even where the query text is withheld.
Which time zone? Pacific, as Google reports it, landed with the row so nobody quietly assumes otherwise.