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Google Makes Official Announcement Of New Search Analytics Report

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Google has officially launched their new Search Analytics Report in their Webmaster Tools, which had been under testing since early this year.


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In late January 2015, Google started seeking for testers who could help them provide feedback on their new search queries report’s “alpha” release. The had then asked the interested testers to fill-up a form and from this pool, they selected the first path for the alpha testing of the new “Search Query” form.

The quick response feedback from the alpha testers helped Google to tweak the new Search Queries report before the final public release. The alpha report was expected to have bugs and UI issues which is why they needed to test and play with the alpha version. The selected testers got the report as “Search Impact” report within their Google Webmaster Tools. After a lot of alpha beta testing, the product was finally launched to public in early May 2015 under the name “Search Analytics” report in the Google Webmaster Tools.

Google Webmaster Tools, now rebranded to Google Search Console (since May 20, 2015), is a free service by Google to webmasters. It helps webmasters to get data, tools, and diagnostics for a healthy Google-friendly website and to help optimize the visibility of their websites on Google Search engine.

This video succinctly tells us what Google Search Console can be used for –

Google Search Console/Webmaster Tools helps website owners with –

  • Submitting and checking a sitemap
  • Viewing statistics about how Googlebot accesses sites
  • Listing internal and external pages that link to the site
  • Getting a list of broken links for the site
  • Seeing what keyword searches on Google lead to their website being listed in the Search engine result pages (SERPs), and the click through rates of such listings.
  • Viewing statistics about how Google indexes the site, and if it found any errors while doing it
  • API to add, change and delete listings and get crawl errors

The Search Analytics Report shows how often your site appears in Google search results. You can Filter and group data by categories such as search query, date, or device. Use the results to improve your site’s search performance, for example:

  • You can see how your search traffic changes over time, where it’s coming from, and what search queries are most likely to show your site.
  • You can learn which queries are made on smartphones, and use this to improve your mobile targeting.
  • You can see which pages have the highest (and lowest) click-through rate from Google search results.

Comparison with old Search Queries Report data

Search Analytics allows digging deeper into a website’s traffic analysis and helps make the best decisions for the website’s performance. Data in the Search Analytics report is much more accurate than data in the older Search Queries report, and it is calculated differently. Here is a summary of the differences:

  • Individual page impression counts merged

The old Search Queries report counted every single page in the search results as an impression; the new Search Analytics report counts all links to the same site as a single impression (unless you group, filter, or compare by page).

  • Search properties and devices separated

The old Search Queries report had an option to filter by Web, Image, Mobile and Video, where Mobile means web searches from a mobile device. Mobile and desktop search metrics were combined for both images and videos. In the new Search Analytics report, the device type and the search type are separate.

  • Image click count reduced

The new Search Analytics report counts only clicks on an expanded image in an Image Search result that points to your page. The older Search Queries report counted any click on an image, expanded or not, in both Web Search and Image Search. This means that the click count will be lower, but more meaningful, in this new report.

  • Data consolidated by full domain

If you own multiple hosts in a domain (for example, and, you might see your click and impression counts drop for each host. Why? The old Search Queries report often assigned click, impression, or other data by domain name, where a domain might span multiple hosts. So, for example, a click on a link to might be counted for both and accounts. In order to avoid this double counting, the new Search Analytics report now assigns all click, impression, and other search data to a single, complete host name. So, for example, a click or impression on will only be counted toward, and not to,, or any other variations. As a result, you might see lower totals for a specific account, but this does not reflect changed search traffic or user behavior, only an accounting change that ensures more accurate information for each account.

So, what does the revamped Google Search Analytics Report have to offer?

The new Search Analytics report enables us to break down our site’s search data and filter it in many different ways in order to analyze it more precisely. For instance, we can now compare our mobile traffic before and after the April 21st mobile update, to see how it affected our traffic.

Search Analytics

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We can also find the countries where people search most for our brands: By choosing “impressions” as the metric, filter by your brand name, and group results by country to show a sorted list of impressions by country.

Search Analytics

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Hope, you too find the new Search Analytics Report in Google Search Console useful.

Image Credits: Google webmaster blog

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