The EU’s cookie laws have resulted in the creation of Consent Mode v2, which will rapidly increase the discrepancy between Google Analytics and Google Search Console. In some instances, on global websites, we can see discrepancies of 50% and more. This also affects conversion tracking for Organic SEO, AI and LLMs, and PPC.
Consent Mode v2 Impact
Consent Mode v2, introduced by Google, has significantly altered how data is collected and processed in GA4. This new framework provides users with more granular control over their data, allowing them to separately consent to website analytics and advertising purposes. As a result:
- GA4 now removes data from users who decline tracking, while GSC continues to log all clicks from Google Search results.
- This filtering in GA4 leads to a reduction in reported sessions compared to the clicks recorded in GSC.
What are clicks in GSC?
Clicks are records of a user clicking on a search result and visiting a site
What are sources in GA4?
The main sources are:
- Organic Search
- Paid Search
- Referral
- Paid Social
- Direct
- Organic Social Media
Google Search Console clicks vs Google Analytics Sessions
Even before Consent Mode v2, GSC and GA4 had inherent differences in how they collect and report data:
- GSC records a click for every “page view” from search results, regardless of user or session.
- GA4 typically records one click per session, focusing on unique user interactions within a given timeframe.
This fundamental difference often results in GSC reporting higher numbers of clicks compared to GA4 sessions.
Privacy Regulations and Tracking Limitations
The implementation of privacy regulations like GDPR has had a significant impact on data collection, particularly for GA4:
- GA4 relies on JavaScript and cookies, which can be blocked by user settings, privacy tools, and ad blockers.
- GSC, on the other hand, tracks clicks directly from search results, unaffected by these client-side limitations.
Non-HTML Page Tracking
Another factor contributing to the discrepancy is the tracking of non-HTML files:
- GSC records clicks on non-HTML files (like PDFs) listed in search results.
- GA4 may not track these interactions, leading to higher click counts in GSC.
Behavioral Modeling in GA4
To compensate for data loss due to consent restrictions, GA4 employs behavioral modeling:
- This feature attempts to fill gaps in data for users who haven’t provided consent.
- However, it may not fully bridge the gap between GSC clicks and GA4 sessions, especially in regions with strict privacy regulations like the EU.
Conversion Tracking in GA4 vs GSC
Conversion tracking in Google Analytics (GA4) and Google Search Console (GSC) serves different purposes and offers distinct insights. Google Analytics is designed for in-depth measurement of user behavior and conversions across all traffic sources, not just Google Search. In GA4, you can set up specific conversion events, such as purchases, form submissions, or downloads, and analyze how users from various channels complete these actions. This enables detailed goal tracking, user journey analysis, and attribution modeling, making GA4 the go-to tool for understanding how effectively your website drives business outcomes.
In contrast, Google Search Console focuses exclusively on organic search performance from Google. While GSC provides valuable data on clicks, impressions, and average positions for search queries, its conversion tracking is limited. GSC can show which keywords and pages drive traffic, but it does not track user actions or conversion events after the click in the same way GA4 does. As a result, GSC is best for optimizing SEO, while GA4 is essential for comprehensive conversion analysis.
Implications for SEO and Analytics
The growing discrepancy between GSC clicks and GA4 sessions poses challenges for marketers and SEO professionals:
- It becomes more difficult to accurately measure organic search performance and user engagement.
- Marketers need to adapt their strategies to account for these differences when analyzing website traffic and performance.
In conclusion, while the discrepancy between GSC clicks and GA4 sessions is widening due to Consent Mode v2 and other factors, it’s crucial to understand that both tools provide valuable, albeit different, insights. SEO professionals and marketers should use both in tandem, recognizing their strengths and limitations, to gain a comprehensive view of their website’s performance in search and user engagement.
