Track Internal Site Search With Google Analytics

So you’re working hard to drive traffic to your website but are your visitors finding what they need once they get to your site?

You can find out using Google Analytics ‘Site Search’ feature which will track the phrases visitors input into your website’s search query box.

What is Site Search?

It’s a feature which is often overlooked by many people as a little bit up of Set-up is required.

But it’s worth it, with this gem you’ll have access to a goldmine of information as not only are your visitors telling you exactly what they are looking for, you’ll also find out information such as where did they go and what did they do after they searched, how much longer they stayed on the site and whether not they went on to complete any of your goals.

Why use Site Search?

  • Enables you to better understand visitor behaviour and intent
  • Use the data to improve user experience
  • Identify new keywords
  • Identify gaps in content
  • These are important insights not be missed out on and the good news is setting up internal site search is simple.

How do I set up Site Search?

Here’s a step by step guide on how to do this:

  • Log into your Google Analytics account
  • Select Admin in the right hand corner
  • Navigate to your profile
  • Select the Profile tab
  • Select Do track Site Search
  • Go to your website and input a search term into your search query box
  • In the query parameter box enter the parameter that appears before the ‘=’ E.g in ‘/search.aspx?terms=blog’ the parameter is ‘terms’
  • Select Apply to save the changes


Go on, start tracking your site searches now, it’s too valuable not to!


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