Read your GSC and GA4 Insights

Search Console and Google Analytics, page by page: Overview, Locations (each branch's page, town searches, Business Profile in Google Search, profile search terms against your website, tagging the profile link), Services, Searches (filter by near me, town, service, position), Pages (location pages, service pages, articles), Visitors and AI assistants.

GSC and GA4 Insights shows the searches Google already sends you, cut the way a local business works: by location, by town, by service, by how people searched and by page. It reads from your Google Search Console account, plus Google Analytics when that is connected, so this is measured evidence rather than an estimate.

Where GSC and GA4 Insights lives

It has its own group in the sidebar, GSC and GA4 Insights, with one entry per page: Overview, Rankings, Locations, Services, Queries, Pages and, when Google Analytics is switched on, Leads and Visitors. If Google Analytics is not switched on, the group is called GSC Insights. The overview is at /dashboard/search-performance, and the same pages are tabs along the top of each one.

You need a Search Console property connected first. See Import keywords from Google Search Console for connecting one.

Filters and dates

The filters sit in one row at the top of each page: the website, the search type (web, images, video or news), the country and the device. A page shows only the filters that apply to everything on it, so the whole page always describes the same searches. The website and filters you choose stay chosen as you move between the pages, and they are in the page address, so a link you share opens the same view.

Most numbers compare the last 30 days with the 30 days before. Search Console reports a couple of days behind, so the window ends three days ago rather than today, which stops the last few days looking like a collapse.

Overview

The overview answers three questions and points at the page that goes further.

What changed. Up to four sentences, biggest first, each opening the panel it came from.
How people searched. Searches for what you do against searches for you by name. The first is the demand SEO work wins; the second is people who already know the business. A search counts as your name when it contains one of your brand words: your website address and the business names of the locations on that site, matched with or without spaces. Remove a word that is really a service, or add a nickname people use, and every page updates.
How people searched for what you do. The same service asked for in different ways is won in different places, so searches are split into Near me, Named a place, Urgent, Asked the price, Asked a question and Just the service, each with its clicks, impressions, position and what wins it. Near me is won mostly by your Business Profile, reviews and distance; a named town by a real page about that town; a price search by a page that answers it. See these searches opens them on the Queries page.
Queries in the top 10. How many searches you hold in positions 1 to 3 and 4 to 10, month by month.
What moved. The searches and pages that gained and lost, and the Same rank, fewer clicks tab: searches that kept their position but lost clicks, which usually means Google now answers on the results page itself.
Search performance. Clicks, impressions, click rate and position, day by day.

Leads

Leads appears when Google Analytics is switched on and connected for the site. It counts what the visits turned into: forms, calls, bookings, messages and orders.

What counts as a lead

The card at the top says what is counted and what kind of site it reads this as: enquiry-led (forms, calls, quotes), booking-led (appointments), a shop (orders), reservations, or a mix. Select Change to see every event that looks like a lead, ticked or not, with how many happened, and to choose what you call them, such as Bookings or New patients. Save applies to every page that counts leads, for the whole team. Until you choose, your Analytics key events are counted.

Page views, scrolling and basket steps such as add to basket are never offered, because counting them would turn every lead figure into a measure of traffic. A click on a Book button is listed but not ticked: it is not a finished booking.

The card also says what is missing, as an instruction. For example, bookings made in a widget on another site (Dentally, Phorest, Fresha) need cross-domain measurement before Analytics sees the confirmation, and website calls are taps on the phone number, not connected calls.

The figures

Totals and each kind. Leads for the last 30 or 90 days against the same period before, by kind, and leads per 100 visits. Revenue appears only where Analytics measured it; where you have set what a lead is worth for a single location, an estimate appears instead.
By month. The last six months, by kind. The current month is marked as so far.
Where they came from. By channel: organic search, your Business Profile, paid, AI assistants, referral, social, direct and other, with each channel's change, visits and leads per 100 visits. Business Profile visits get their own channel once the profile's website link is tagged; Locations can draft the tag.
By location. Website leads from visits that landed on each location's own page and from its tagged Business Profile link, beside the calls, directions and website clicks Google counts on the profile itself. The two sides come from different tools and are never added together.
By page. Leads by the page the visit landed on, and by kind of page.

Note: Visitors who decline cookies never reach Google Analytics, so leads are a floor and rarely match Search Console's clicks.

Rankings

Rankings shows Google's own average position for every keyword in a location's Keywords page, straight from Search Console, grouped by the services the keywords are about. Choose the location at the top; it stays chosen on the other pages.

By service. One card per service with a score out of 100, its change against the 28 days before, a line of the score week by week, its average position and how many of its keywords Google showed. The score is 100 when every keyword in the service is first on Google. Each keyword counts by how often it was searched, so the busy ones move the score most, and a keyword Google did not show counts as zero. Keywords in no service have a card of their own. Choose a card to see only that service.
A keyword goes under the service it names. A keyword that contains a service's name, such as "cyst removal harley street" for Cyst removal, goes under that service, and the longest name wins, so "acne treatment dermatologist" goes under Acne treatment rather than a general Dermatologist service. When the first grouping put a keyword under one service while it names another, Rankings says so at the top: Show them lists those keywords, and Move all moves them in one go. A keyword you placed yourself is never moved.
Change a keyword's service from its row. Every keyword shows its service under its name. Choose another from that list, or No service to take it out of every service.
Add keywords to a service. Press Add keywords on a service's card. It lists the searches people already make for that service that are not keywords yet, from Search Console, with how often each was searched and its position; your keywords under other services, the ones that name this service first; and a box to type a keyword. Whatever you add goes under that service.
Edit services. Put each keyword under the service it is about: change one keyword's service from its list, or tick several to move them together or make a new service from them. You can rename a service, or take a keyword out of every service. These are the location's own services, the same ones the Keywords page and LLM Visibility use, so a change here shows there too.
Where your keywords sit. How many are in the top 3, 4 to 10, 11 to 20, 21 or lower, and not seen lately. Choose one to filter the list.
What moved. How many moved up or down a place or more, changed page, or are new this month, over the last 28 days against the 28 before.
Each keyword. Its average position and change, a line of the last 16 weeks, clicks, impressions, click rate and the page that ranks for it. When Google now shows a different page than before, the row says which page it was.
The library. Keywords kept in the library are left out, of the list and the scores, unless you include them.
A site with several branches. Search Console measures the whole site, not one branch, so branches on a shared website see the site's position. When Google ranks another branch's page for a keyword, the row says whose page it is.
History. Select a keyword to see its position day by day for 90 days, 6 months or 16 months, which page Google showed and when that changed, and every page that appeared for it.

The same position appears on each keyword's geo-grid page and in the Google column in a location's Keywords page.

Note: Average position is measured by Google across everyone who searched each exact keyword, weighted by impressions. It is not a position from one spot on the map: where your profile shows street by street is the geo-grid. Not seen means no impressions, which for a rare keyword can also mean Google kept the search back. It costs nothing per check, and history goes back as far as Search Console keeps it, up to 16 months.

Locations

Locations puts each of the site's locations next to its Business Profile. The site's locations are the ones linked to this Search Console property in Settings, or failing that, the ones whose website is on its domain.

A table lists every location with its page's clicks, its town searches, its profile in Google Search and the profile's website clicks, plus anything worth knowing, such as a location that links to the homepage. Choose a location to see:

Its page in Google Search. The page the location's website points at, usually the one its Business Profile links to, with its clicks, impressions, click rate, position and the searches that reach it. It warns when the page is the homepage on a site with several branches, or when two branches point at the same page.
Its Business Profile in Google Search. The profile's own views in Search and Maps, website clicks, calls and directions over the 30 days it has reported through, then the searches that showed the profile and led to a website click.
Searches naming its towns. Searches that name the town the location is in (and its neighbourhood) or a town it serves, without your business name. Town by town: clicks, impressions, position, how many landed on the location's own page, the page most clicks went to, and whether the site has a page about that town. Searches naming a town and your business are counted apart, as people looking for that branch by name.
What people searched to find the profile. The Business Profile's own search terms for its latest month, beside your website's Search Console position and clicks for the same words that month. A term the profile is seen for and the website is not is a page worth writing; the reverse is a profile worth working on.
What the profile's website clicks turned into. With Google Analytics connected: the profile's website clicks, the visits that landed and the enquiries they made.

Tag your profile's website link

The searches that showed your profile appear once the website link on the Business Profile carries a campaign tag. Search Console then lists the profile's website clicks as their own page, with the searches behind them. Press Draft the tagged link on a location: the change waits on the profile for you to approve, and nothing reaches Google before that. The tag keeps the traffic in Organic Search in Google Analytics, and it counts from the day it goes live.

Note: These are clicks on the website link in Google Search, in the map pack and the profile panel. Taps in the Google Maps app are not included. A link tagged before SearchOps (for example with utm_source=gmb) is read too.

Services

Services groups your searches by service, such as mole removal or emergency plumbing, and lists the specific searches inside each one. Local searches that name a place, say "near me" or sound urgent come first, especially those in positions 4 to 20, where work shows soonest.

Filter by the type of search, show only searches close to page one or not yet on the Keywords page, find a search, or export the list. Questions sit apart inside each service, with a link to turn them into prompt ideas.

Your services and these services

The services here are worked out from the searches alone. With a location chosen, each one also says which of the location's own services it matches (Your service: Acne treatment), the services the Keywords page, Rankings and LLM Visibility group by. Adding a search files it under its service. When none of the location's services covers a group of searches, Make it a service adds them to the Keywords page under a new service of that name.

Add them to the Keywords page

Choose a location beside the panel to see which searches it already has. Press Add to Keywords on a search, or add a whole service's local searches in one go. When the location chosen is clearly where a search belongs, it is added straight away and the message offers Undo. Otherwise a panel opens and asks which location the searches belong to, with suggestions first, and you can choose more than one location. Anything already there is skipped, whatever the capitals or spacing.

Queries

Queries lists every query people searched that showed your site, with how it was searched, the town it names, its service and the page it landed on. It was called Searches until October 2026, and old links still open it. It has three views.

Every query. With a location chosen, Your services shows each of that location's services with how many searches name it, and None of them shows the searches no service covers, which is where a new service might be. Each search shows its service; one already on the Keywords page has a list to move it to another service, and Add puts a new one under the service it names. Filter as well by how people searched, by town, by topic, by position (1 to 3, 4 to 10, 11 to 20, 21 or lower), by change (moved up, moved down, new this month, gone this month) and by length. The totals above the table follow the filters, so a cut such as near me searches for whitening adds up on the spot. Sort any column, export what is on screen, tick searches to add them to the Keywords page, or tick up to 8 to turn them into prompt ideas. When you add searches to one location, the panel asks which service they go under: the one each names, one you choose, or none.
Long queries and questions. The longer, more specific searches and the questions, the way people write to ChatGPT or Google's AI Mode. Search Console does the filtering itself, so this looks across every search Google names for your site, not only your top ones. You can use your own pattern too (Search Console uses a regex style called RE2, which does not support lookaheads or backreferences).
Month by month. Position by month for your biggest searches.

Note: Google does not name searches made by only a few people, and lists at most 25,000 searches for a period. The totals here are lower than Search Console's own, and the page says when the list is the biggest 25,000 rather than every search.

Pages

Every page sorts the site's pages by what they are: the homepage, location and area pages, service pages, articles and guides, and about and contact pages. What each kind of page earns shows each kind's clicks and share; choose one to filter the table to it. A page counts as a location page when it is about one of your towns or branches, or when your sitemap lists it in a file named for locations (location-sitemap.xml, for example). If a page is sorted wrong, change its kind on the Site map view.

The table shows Search Console clicks and position for each page. With Google Analytics connected, it adds visits, where they came from, engagement and conversions for the same pages and dates, and you can choose 7 days, 30 days, 3 months or 6 months. Click any row to open that page's detail.

Conversions are named automatically from the events being counted: Enquiries, Calls, Bookings, Orders or Messages, or Actions when they are mixed. Press Rename to call them what your business calls them. Which Google Analytics events count is chosen in Settings.

Site map puts your sitemap beside what Google showed over the last 90 days:

Your sitemap: the sitemaps you submitted in Search Console (or, if none, the one your site publishes), with how many pages each lists and any warnings or errors Google reports.
Never shown: pages your sitemap lists that had no impressions in 90 days. Check location and service pages here first, in Search Console's URL Inspection.
Found for: what Google finds each page for, from the searches that showed it: local (town or near me searches), the service, questions, your name, or mixed.
Worth a look: pages where what the page is and what it is found for disagree. For example, an article taking buying searches, a location page found for another town or no town at all, or town searches landing on the homepage.

Change a page's Kind in the table and every page that groups by kind follows, including Leads. Choose Let the sitemap and address decide to undo it.

Pages sharing a search lists searches where Google showed more than one of your pages, and the split between them. That is often right: a service page and a location page can both deserve the same search. An article shown ahead of a service page is called out.

Visitors

Visitors appears when Google Analytics is switched on. Visits are grouped into organic search, your Business Profile, paid search, paid social, other paid, AI assistants, referral, social, email, direct and other, with each channel's change, engagement and conversions. Open a channel to see its sources.

The AI assistants block shows visits from ChatGPT, Perplexity, Gemini, Copilot, Claude and similar. Treat it as a minimum: some assistants send no referrer, and Google's AI Overviews arrive as ordinary organic search.

Note: Search Console counts clicks and Google Analytics counts visits, so the two rarely match exactly. Visitors who decline cookies never reach Analytics, and one click can become more than one visit.

Services, page groups and saved views

Searches and keywords are grouped by your services, the same services as on the Keywords page and in LLM Visibility. On Rankings each service has a card with its score; on Queries, Your services filters the searches by them. Move a keyword or search to another service from its row.

Page groups cut the Pages view your own way. A page group takes every page whose address contains what you choose, for example /offers/, and can leave pages out with But not. Make one from Make a group on Pages; while you type, the sheet shows what the group takes. Each group appears as a filter for Every page and Site map, a line of totals with visits and conversions when Google Analytics is connected, and a Your groups column in the CSV export. Groups are kept for each site and shared with your team. Press Manage groups to edit or remove one.

Saved views keep a filtered page so you can come back to it. Filter Queries, Rankings or Pages, then press Save this view and give it a name. A saved view remembers the site, the device and every filter, and appears under Views on that page for that site only, for everyone on your team.

Next steps

Look after the keywords you add: Add and organise your keywords.
Find what people ask about you, worded as prompts: Research your prompts.