GA4 tells you how many people arrive from Google. Search Console tells you what they searched for before clicking. Combined, these two tools answer the question every client asks: "Do my customers find me on Google, and for which keywords?"
Here's how to connect both and what you can do with it.
Why GA4 alone isn't enough for SEO
GA4 classifies Google traffic under the "Organic Search" channel: but it doesn't tell you which keywords triggered the visits. A deliberate Google limitation since 2013 ("not provided").
What you see in GA4 without Search Console:
- 380 sessions from
google / organicthis month - Engagement rate: 72%
What you see with Search Console connected:
- 380 sessions from
google / organic - Top keyword: "freelance ga4 reporting": 85 clicks, average position 4.2
- 2nd keyword: "automated analytics pdf": 62 clicks, position 7
- Best-positioned pages, CTR per query
The Search Console to GA4 connection unlocks this data directly inside GA4.
Step 1: set up Google Search Console
If Search Console isn't yet set up on the site:
- Go to search.google.com/search-console
- Click "Add property"
- Choose "Domain" (recommended) or "URL prefix"
- Verify the property via DNS TXT or HTML file
- Wait 24-48h for the first data to appear
Note: Search Console only shows data after collecting at least a few days of clicks. On a new site, allow 2-4 weeks before having significant data.
Step 2: connect Search Console to GA4
The connection is made from GA4, not from Search Console.
- In GA4 → Admin (gear icon)
- "Property" column → "Product links"
- Click "Search Console Links"
- Click "Link"
- Select your Search Console property from the list
- Choose the associated web data stream
- Save
The connection becomes active in a few minutes. Historical data available in Search Console (up to 16 months) appears immediately.
Step 3: access the data in GA4
Once linked, a new report appears in GA4.
Where to find it: Reports → Life cycle → Acquisition → Acquisition from Search Console
This report shows:
- Google queries: the keywords exactly typed in Google before a click
- Landing pages: which pages generated the organic clicks
- Countries: where the clicks come from
- Devices: mobile vs desktop
The important columns:
| Column | What it measures |
|---|---|
| Clicks | Number of times a result was clicked |
| Impressions | Number of times a result was shown |
| CTR | Click-through rate (clicks / impressions) |
| Position | Average position in Google results |
How to read this data and what to do with it
High-volume queries, top position -> protect
If a query generates many clicks and the page is well positioned (position 1-3), it's an asset to protect. Don't change the content of this page without good reason.
Queries in position 5-15 -> improvement opportunities
The "page 1-2" zone is where a small position gain can double the CTR. A page in position 8 with 50 daily impressions and a 3% CTR can reach 10% if it climbs to position 4.
What you can do:
- Improve the title and meta description to increase CTR
- Enrich the page content with query variants
- Add internal links to this page from other relevant pages
Low CTR despite a good position -> snippet problem
If a page is in position 2-3 but has a 1-2% CTR, it means the title or description doesn't drive clicks. Test a more direct title or one that better matches the search intent.
Pages with impressions but zero clicks -> content to rework
Impressions without clicks mean the page appears in Google but no one clicks. Either the position is too low (> 20), or the snippet isn't convincing.
What to show a client
For most clients, the Search Console report in GA4 can be simplified to 3 points:
- "Here are the 5 queries that bring you the most visitors from Google": keywords with the most clicks
- "Your best-positioned page right now": the page with the highest average position
- "This page could get 3x more traffic if we improve its content": an opportunity in position 8-15
This is the type of analysis that justifies a monthly SEO retainer. Without Search Console connected to GA4, you can't perform this analysis properly.
Limits to know
Data delay: Search Console has a 2-3 day delay. Yesterday's data isn't available today.
Aggregated data: queries with fewer than 3 clicks don't appear in the reports (anonymisation). Small sites may see many queries masked.
Only the Search Console owner or editor can link: if you manage a client's site and the client owns the Search Console, they must grant you access or perform the connection themselves.
If you produce monthly GA4 reports for your clients, combining Search Console data with your analyses transforms a "metrics" report into an "actionable SEO recommendations" report. NarratIQ centralises GA4 data from all your clients so you don't have to repeat this analysis manually every month.