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R-B1
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April 25, 2024
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Search engine keywords in Adobe Analytics?

  • April 25, 2024
  • 4 replies
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Hello,

 

Are there options for getting Google (or search engine in general) Search Keywords into Adobe Analytics? to be able to track which keywords were used to reach the site, both paid and organic? is this still possible with the raising privacy standards?

 

Thank you

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Best answer by Jennifer_Dungan

Google doesn't pass search keywords to Analytics any longer... that said, if you are using Google Ads, then you can supposed pass keywords from your paid campaigns.

 

See https://www.practicalecommerce.com/google-ads-how-to-set-up-account-level-utm-parameters

 

 

Otherwise, you can also import Keyword data into Adobe after the fact. Check out @frederikwerner's blog post:

 

https://www.fullstackanalyst.io/blog/adobe-analytics/importing-organic-google-search-data-to-adobe-analytics-with-a-single-script/

4 replies

pradnya_balvir
Community Advisor
pradnya_balvirCommunity Advisor
Community Advisor
April 25, 2024

No it is not possible.

Most search engines no longer pass the search keyword due to increasing privacy practices. Hits where Adobe recognizes a search engine but is missing a keyword groups under the dimension item "Keyword unavailable".

 

We are using Google search console for keywords data.

Jennifer_Dungan
Community Advisor and Adobe Champion
Jennifer_DunganCommunity Advisor and Adobe ChampionAccepted solution
Community Advisor and Adobe Champion
April 25, 2024

Google doesn't pass search keywords to Analytics any longer... that said, if you are using Google Ads, then you can supposed pass keywords from your paid campaigns.

 

See https://www.practicalecommerce.com/google-ads-how-to-set-up-account-level-utm-parameters

 

 

Otherwise, you can also import Keyword data into Adobe after the fact. Check out @frederikwerner's blog post:

 

https://www.fullstackanalyst.io/blog/adobe-analytics/importing-organic-google-search-data-to-adobe-analytics-with-a-single-script/

    Krishna_Musku
    Community Advisor
    Krishna_MuskuCommunity Advisor
    Community Advisor
    April 25, 2024

    @r-b1 There is one way for paid, But not sure about the organic. If the user came to your site by accessing cpc or paid search result, you can get the search term in the utm_term (this parameter is used for search term) parameter. You won't get this if the user came to your site by the non-sponsored search result. This is what we are doing now. It won't give you all search results. But you will get some results with this.

      Krishna_Musku
      Community Advisor
      Krishna_MuskuCommunity Advisor
      Community Advisor
      April 26, 2024

      Adding to what I mentioned above, you can get the paid search terms from the UTM parameters, and for the organic search terms you have to use 'Google Search Console' as @pradnya_balvir mentioned. It is free to use i think, and you can export that to adobe analytics by the above process which @jennifer_dungan mentioned.

      bjoern__koth
      Community Advisor and Adobe Champion
      bjoern__kothCommunity Advisor and Adobe Champion
      Community Advisor and Adobe Champion
      April 29, 2024

      Hi, maybe this post from Fredrik Werner can help you.

       

      https://www.fullstackanalyst.io/blog/adobe-analytics/getting-google-search-keywords-into-adobe-analytics/

       

      If you have a paid Adobe Analytics version, you may want to check Advertising Analytics.
      If you have a freemium Analytics version (e.g., the one Adobe may give you when you have a CMS / AEM contract), you may have to set up something by yourself.
      I set it up a NodeJS importer for a client and it runs on a schedule in in Github Actions

       

      Hope that helps;
      Björn

      Cheers from Switzerland!
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