If you wanted to gain insights into the organic search queries that are taking users to your website, which platform should you connect with Analytics?

Analysis of Correct Answer(s)

Integrating Google Search Console with Google Analytics is the correct action. Search Console is a free tool specifically designed to help you understand and improve your site's performance in organic Google Search results. By linking it to your Analytics property, you can access dedicated reports within Google Analytics that show you which organic search queries are driving traffic to your website, along with metrics like clicks, impressions, click-through rate (CTR), and average position. This integration provides a comprehensive view of your organic search performance alongside other user behavior data in Analytics.

Analysis of Incorrect Options

• Google Ads: This platform is used for paid search advertising. While integrating it with Analytics is crucial for tracking paid campaign performance, it provides data on paid keywords, not organic search queries.

• Search Ads 360: This is an enterprise-level platform for managing large-scale paid search campaigns across multiple search engines. Like Google Ads, its focus is on paid, not organic, performance.

• Firebase: This is Google's platform for building and managing mobile and web applications. While it includes analytics features, it is not the source for organic search query data for a website.