What is the Difference Between Google Search Console and Google Analytics?

Where do Google Analytics and Google Search Console get their data? 

Google Analytics

Google actually answers this question for us, sharing some great insight:

Google Analytics works by the inclusion of a block of JavaScript code on pages in your website. When users to your website view a page, this JavaScript code references a JavaScript file which then executes the tracking operation for Analytics. The tracking operation retrieves data about the page request through various means and sends this information to the Analytics server via a list of parameters attached to a single-pixel image request.

In other words, JavaScript code on your website pages retrieves data about the page request and sends this data to Analytics.

Google Analytics can collect data from three sources:

• The user’s HTTP request
• Browser/system information
• First-party cookies

Whenever an HTTP is requested, details about that browser are revealed, including the hostname, browser type, language, and referrer. Some browsers provide access to more specific system information, like screen resolution.

Google Search Console

At the core of Google Search Console data are query and click logs. Click logs for are similar to a regular website's server logs. Google accesses its "server log" to see what people are doing. Unlike Google Analytics, however, documentation is sparse on the definition of a distinct click.

What we do know is that Google uses a specific and mostly mysterious methodology to determine what a distinct click is, and this methodology likely does not line up with your analytics session configuration – leading to data discrepancies.

Google Analytics and Google Search Console measure different things

The measure methodologies employed by Google Analytics and Google Search Console are different, as explored above. Because of this, the data displayed is different.

Search Engine Journal summarizes the disparity nicely:

GSC is built from query and click, or selection, logs, so the data will be somewhat similar to what you might expect from your own access log files… Conversely, your analytics package collects data from the clickstream via JavaScript. That inherently introduces a lot of variables for how things can be measured as well as what those things are.

Clicks and sessions are different 

Once again, we look to Search Engine Journal for a simple summary: “a Google Search Console click is not a Google Analytics session, and a Google Analytics session is not a Google Search Console click.”

At times, a user may click a link twice, reading in Search Console as two clicks, but Analytics will record that activity as one session. Or perhaps a user clicked a result, but the JavaScript failed to fire. 

6 additional reasons for data discrepancies 

1. Search Console reports on the canonical URL for landing pages that redirect, while Analytics reports on the redirected URL itself.
2. If a page does not have Analytics tracking code, that data will not appear in Analytics, but it will appear in Search Console.
3. Search Console has a 1000 URL record limit per site per day. Analytics does not.
4. Analytics only tracks data when JavaScript is enabled on a browser. Search Console collects data, regardless of JavaScript.
5. Search Console collects data according to Pacific Daylight Time, while Analytics timestamps data according to a specified time zone.
6. Search Console links to one domain. One Google Analytics property can collect data for multiple domains.

Ultimately, Search Console and Analytics offer two sides of the same truth and can both be utilized to improve your marketing efforts. For example, Google Analytics is often used to measure actions taken ON your website. Google Analytics provides insight into how many new users have accessed your site, user demographics, conversions, and bounce rates. On the other hand, Search Console measures activity on the SERP. 

The Bottom Line

So, which is better, Google Analytics or Google Search Console? There isn't necessarily one winner and one loser. Each of these Google tools has advantages and disadvantages, and each serves a different purpose.

Google Analytics is user-oriented, providing data related to those who visit and interact with your website. Google Search Console, on the other hand, is search-engine focused, providing tools and insights that can help site owners improve visibility and presence in the SERPs. As such, these options provide different metrics, with Google Analytics favoring sessions and Google Search Console prioritizing clicks/ impressions.

With so many tools available to offer insight into your marketing campaigns and strategies, it can be hard to appropriately choose which one to use. While Google Search Console and Google Analytics do indeed have some areas of overlap, they aren't designed for the same purpose and thus will not necessarily yield the same results. It's up to you to focus on what matters most to your site's success.

Not sure which option is ideal for your business and your goals? RivalMind can help you get started on the right foot, employing the right resources to help your company move forward. Reach out to our team at (331) 228-9636 or via our online contact form.