Read your GSC and GA4 Insights

Search Console and Google Analytics, panel by panel: what moved, same rank fewer clicks, service keywords to add to Keywords, page performance, rename actions, brand searches, visits from AI assistants, pages sharing a search.

GSC and GA4 Insights shows the searches Google already sends you, what moved, the specific searches worth adding to your Keywords, and where your visitors come from. 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

In the sidebar, open Research > GSC and GA4 Insights (/dashboard/search-performance). If Google Analytics is not switched on, the entry is called GSC Insights. 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: the website, the search type (web, images, video or news), the country and the device. They apply to every panel on the page, so the whole page always describes the same searches.

Most panels 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. Page performance has its own date range, and the monthly charts look back six months.

How the page is ordered

The page is built around change rather than totals. "This search got 15 clicks" is a fact almost nobody acts on; "it got 15 clicks and last month it got 40" is. So the panels run as a chain of questions:

Is the work compounding? Visibility over time: how many searches you hold in positions 1 to 3, 4 to 10, and beyond, month by month.
What did the clicks turn into? Page performance, when Google Analytics is connected.
Where do visitors come from? Searches for you by name against searches for what you do, then every visit by channel.
What moved? The searches and pages that gained and lost, plus searches that kept their position but lost clicks.
What should I add? Service keywords: each service with the specific searches inside it.
Where does Google show more than one of my pages? Pages sharing a search.
The detail. Position by month for your biggest searches, and the day-by-day chart.

Page performance

Page performance puts each page's Search Console clicks beside its Google Analytics visits, engagement and conversions, for the same pages and dates.

Date range. Choose 7 days, 30 days, 3 months or 6 months. A page that takes a handful of visits a month needs a longer range to say anything.
Came from. A small bar per page shows where its visits came from, such as Google search, Google Ads, Direct or ChatGPT.
Rate. A page's rate is marked when it has at least 30 visits and sits well above or well below the rate for all the pages in the table.
Filters and export. Find a page, show only pages with conversions or pages with visits but none, and export exactly what is on screen as a CSV.
Open a page. Click any row to open that page's detail: its Search Console and Analytics figures, how it moved over time, where its visits came from, how each device did, and the searches that reached it.

Rename what is counted

Conversions are named automatically from the events being counted: Enquiries, Calls, Bookings, Orders or Messages, or Actions when they are mixed. Press Rename on that figure to call them what your business calls them, such as Leads or New patients. The name is saved for the site, so everyone on your account sees it on every panel.

Renaming only changes the name. Which Google Analytics events count is chosen in Settings.

Note: If Analytics counts no key events on the property, every conversion figure is zero for want of tracking, not for want of enquiries. The page says so above the table. Mark your contact form or call button as a key event in Google Analytics, then choose it in Settings.

Where your visitors come from

This panel answers two different questions, from two different sources.

How people searched (Search Console). Clicks are split into searches for what you do and 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. They come from your website address and the business names of the locations on that site, and they match with or without spaces, so "city dermatology clinic" and "citydermatologyclinic" are both your name. The words are shown under the split. Remove one that is really a service, or add a nickname people use, and the page updates. You can also open the biggest searches on each side to check where they landed.

Every visit, by channel (Google Analytics). 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 monthly bars show each channel's share, and the current month is marked "so far".

Tip: Business Profile visits only get their own channel when the website link on your profile carries a tracking tag. Until then they are counted inside organic search, and the panel explains how to add the tag.

Visits from AI assistants

The AI assistants block shows visits from ChatGPT, Perplexity, Gemini, Copilot, Claude and similar, by assistant, and the pages those visitors landed on.

Treat it as a minimum. Some assistants send no referrer, and those visits are counted as direct. Google's AI Overviews are not included at all, because Google reports them as ordinary organic search and no tool can separate them.

What moved

What moved lists the biggest position changes over the last 30 days against the 30 before, for searches and for pages with at least one click. Losses are shown as prominently as gains, because a page quietly sliding is the thing you most want to catch.

The Same rank, fewer clicks tab lists searches that kept their position but lost clicks. That usually means Google now answers on the results page itself, with an AI Overview, a map pack or a featured snippet above you. Open the search to see what is showing. "Clicks lost" is an estimate: the clicks the search would have had at its earlier click rate, minus the clicks it got.

Service keywords

Service keywords 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. The bare service term on its own is context rather than the thing to add.

Filter by the type of search (near me, named a place, urgent, price, service only, questions), show only searches close to page one or not yet in Keywords, find a search, or export the list. Questions sit apart inside each service, with a link to turn them into AI prompts, because a question rarely shows a map pack.

Add searches to Keywords

Press Add to Keywords on a search, or add a whole service's local searches in one go. A panel opens on the right and asks which location they belong to.

Suggested locations come first, with the reason: the search names a place in that location's address, the location is chosen on the page, it is linked to this website, or you used it last time.
Choose more than one location when several branches should have the same search.
See what is already there. Each chosen location shows how many of the searches it already has. Anything already there is skipped, whatever the capitals or spacing.
See what will happen. Rank tracking starts for as many as your plan has free tracking slots. The rest wait in your Keywords list, untracked, until you track them or free a slot.

When it is done, the panel shows what was added at each location, with a button to open that location's Keywords. From Keywords the searches can also be put into geo-grid scans and AI prompts, where the cost is shown before anything runs.

Tip: The location picker on the Service keywords panel only chooses which location the rows are compared with, so you can see which searches it already has. Adding always asks.

Pages sharing a search lists searches where Google showed more than one of your pages. That is often exactly right: a service page and a location page can both deserve the same search. The panel shows the split between the pages so you can judge whether one page should lead.

Each search is described by what Google did: a close split between pages, or one page clearly leading. Where SearchOps already knows what each page is for, pages are also marked as service pages, location pages or articles, an article shown ahead of a service page is called out, and an article that keeps appearing for a search that usually means buying, earns no clicks and records no enquiries is listed as worth reviewing. Merging it into the page that should lead is usually better than removing it.

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.

Next steps

Look after the searches you add: Build your keyword library.
Find what people ask about you, worded as prompts: Research your prompts.