You have a website. Someone built it, maybe even optimized it for search. But when someone asks you "how many people visit the site daily" or "where do your visitors come from", the answer is often - "I don't know".
That's not because the data doesn't exist. It exists, for free, in two Google tools you probably already have, and have never opened. This text won't turn you into an analyst - it'll show you how to open those two tools and read what actually matters for you.
Two tools, two different things
People often mix them up, so let's clear up the difference first.
Google Analytics tracks what happens once someone is already on your website - how long they stay, which pages they view, what device they're on, and where they came from in the first place (Google search, social media, typing the address directly).
Google Search Console tracks what happens before anyone even clicks - how many times your website showed up in Google search results, at what position, and what exact words or phrases people typed when your website appeared.
In other words - Search Console tells you "how many times you were seen and for what", Analytics tells you "what people did once they visited". Together, these two tools give you the complete picture.
How to get access
- If an agency or developer built your website, first ask whether Analytics and Search Console are already installed - most professionally built websites have them from the start.
- Ask to be added as a user on both accounts - the principle is the same as with Google Business Profile: whoever already has access adds you through your email address, with no password shared.
- If the site never had these tools, they can be added later, for free - Google Analytics requires inserting a short piece of code on the site (usually done by the developer or agency), and Search Console just requires confirming you own the domain.
- Once you have access, both tools open directly in the browser - Analytics at analytics.google.com, Search Console at search.google.com/search-console - by signing in with the same Google account that was granted access.
What to look at in Google Analytics
Analytics has dozens of reports, but for most small businesses, only a handful of numbers actually matter.
- Users - how many different people visited the site in the selected period
- Traffic acquisition - where visitors come from: organic Google search, direct address entry, social media, or other websites linking to you
- Pages and screens - which pages on the site people view the most
- Average engagement time - how long visitors stay on the site before leaving
These reports are usually found in the left menu under Reports, in the Acquisition and Engagement sections.
What to look at in Search Console
Search Console is simpler than Analytics, and often more useful for small businesses, since it directly shows behavior in Google search.
- Impressions - how many times your website showed up in search results, regardless of whether anyone clicked
- Clicks - how many times someone actually clicked on your result
- CTR (Click-through rate) - the percentage of people who saw your site in search and actually clicked on it
- Average position - where your site usually shows up (position 1-3 is the top of the first page, position 10+ is already the second page)
- Queries - the exact words and phrases people typed when your site appeared
This report is called Performance and sits in the left menu of Search Console - it's practically the only report you'll use regularly.
What practical interpretation of the data looks like
Numbers by themselves don't mean much - the value is in comparison and context. Here are a few concrete examples.
High impressions, low CTR. The site shows up often in search, but few people click. This usually means the page title (title tag) or description (meta description) in the search results isn't compelling enough, even though the position itself is good.
Good CTR, but no calls. People click on the website, but don't call or send an inquiry. This usually isn't a Google search problem - the problem is on the website itself, in how the content is written or where the contact button is (or isn't).
One page dominates traffic. If Analytics shows that 80% of visitors only view one page, it's worth checking whether that specific page has a clear call to action - it carries the largest share of the contact opportunity.
How often you should look at this data
For a small business, once a month is plenty. There's no need to track it daily - trends only show up when observed over several weeks or months, not day to day.
Frequently asked questions
Do Google Analytics and Search Console cost anything? No, both tools are completely free, with no limits, for websites of any size.
What if these tools aren't set up on my site at all? They can be added at any time - Search Console takes a few minutes to set up with domain ownership confirmation, and Analytics requires a developer or agency to insert a short code on the site.
Why don't the numbers in Analytics and Search Console match up? That's normal - they measure completely different things (on-site behavior versus search behavior) and use different counting methods, so the numbers won't line up by definition.
Can I see names or personal information about visitors? No - both tools show aggregated, anonymous data (numbers and trends), never the identity of a specific person who visited the site.
What if the numbers show a drop in visits month over month? First check whether the drop is seasonal (say, fewer visits in summer if the business is tied to the school year) before assuming something serious is wrong - context always matters more than a single number.
Can I share access to this data with my accountant or business partner? Yes, same as with Google Business Profile - you add the person through their email address, with a role matching what they need to do (just viewing data, or also editing settings).
In closing
You don't need to become an analytics expert for this data to be useful. It's enough to know where to find it, and to occasionally check a handful of basic numbers - where people come from, what they look at, and whether any of it actually leads to a call or an inquiry.
A website with no tracking of this data is like a store with no windows at all - it runs, but you never know who walks by, or why they come in or don't.
