Search Analytics

Search Analytics covers Advanced Analytics and the Category Builder. These screens take your Google Search Console and Google Analytics 4 data and break it down in more detail than the Analytics screen.

Advanced Analytics is an add-on. It is switched on per project. To open it, go to the Analytics (GA4 + GSC) screen and click Advanced Analytics. There is no sidebar item for it. If the button shows a lock, your project or your account does not have access yet. See Advanced Analytics basics.

Inside you find seven tabs: Category Breakdown, URL Breakdown, Keywords Breakdown, SEO Root Cause Analysis, URL Deep Dive, Anomaly Wizard and Opportunity Finder.

The Settings button in Advanced Analytics opens the Category Builder. There you group your pages into categories and set your branded keyword pattern. Do this first. Without rules, every URL is grouped as Uncategorized, and the branded and non-branded splits stay off.

A good order to read these guides:

1. Read Advanced Analytics basics to learn the dates, filters and exports.
2. Set up the Category Builder and Branded keywords.
3. Read the breakdown tabs to see where your traffic comes from.
4. Use Root Cause Analysis, Anomaly Wizard and Opportunity Finder to explain changes and find what to fix next.

For date ranges and the Compare switch, see Date ranges and compare.