How To Set Up Google Analytics Site Search Tracking

Google Analytics Site Search allows you to track the queries that people are searching for on your website. This can provide a valuable insight into the content that you should look to provide on your website and the questions that people have when browsing your site.

searchIt can also be extremely valuable for e-Commerce companies who can use it to identify new products to stock or to identify in-demand products.

Luckily Analytics has a feature available to track these searches on your website and reports them under the ‘Content -> Site Search’ section. All it requires is some simple setup work in the Analytics admin section.

  • Click the ‘Admin’ button at the top right of the Analytics dashboard.
  • In the ‘Profile’ menu, select the profile that you would like to setup Site Search tracking on.
  • Click on the ‘Profile Settings’ sub-tab.
  • Near the bottom you will see the option to select ‘Do Track Site Search’.
  • Next you need to add the identifier for your search term. The easiest way to do this is to do a search through your search box and grab the URL. Next you need to find the name of the parameter that passes your search term. E.g. If your search URL is: – You would enter s into the field.
  • Select whether or not you want to strip the query parameters from the URL. I will always strip query parameters from my URLs.
  • Click ‘Save Changes’.

Google Analytics will now start tracking the search activity on your website, however it may take up to 48 hours for this data to start displaying in Analytics.

If you are having any problems implementing site search tracking on your Analytics account, post your questions below and I will do my best to help you out.

Do you track search activity on your site? Have you learnt anything valuable from your site search data?

David Shaw is a Conversion Rate Optimisation Expert & Web Analyst from Bristol, UK.Working for clients around the world he specializes in Website Analysis, Search Engine Optimization, Conversion Rate Optimization and User Experience Analysis.He has generated millions for companies around the world through A/B testing and website optimization to increase conversion rates and revenue.

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David Shaw

Hi, I am David Shaw a Conversion Rate expert from the UK with over 5 years experience in optmizing websites to generate more revenue.

On this blog I share case studies, tips, techniques and latest best practices to help you stay ahead of the competition.

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