What is Site Search Tracking?

Site search tracking in GA4 refers to the collection and analysis of data related to the queries entered by visitors in the site search box on your website.

Understanding user behavior and preferences is crucial for optimizing your website's search feature. By analyzing user interactions, you can gain insights into what users are searching for when they visit your website and how well they can find it on the site.

Every day, countless visitors come to your website in search of specific products. One way to find new opportunities is by identifying the specific products or services that your clients or visitors are searching for, but that you currently do not offer.

How To Track Site Search with GA4?

Before setting up a site search, it's essential to know and determine your search query parameter .

Find your search query parameter

In order to find your search query parameter, follow these steps:

1. Perform a search on your website.

2. Examine the URL and identify the letters or sequences that appear just before the search term.

3. Make another search and check if the same letters or sequence precede your search term.

4. If this pattern consistently appears, it can be considered your search query parameter.

In our case, the search query parameter is 'q' (which is commonly used as the default query parameter in Shopify). When the search query appears in the URL after the question mark (instead of after the #), it indicates that your search utilizes query parameters.

Set Up Site Search Tracking

Now, let's configure site search tracking step by step in GA4. This option is the easiest one and does not require the use of Google Tag Manager.

Step 1

Go to Data Streams

Log in to your GA4 account. At the bottom left of the page, click on the gear icon. (1) In the Property settings, click on "Data Streams."(2) Then, choose your "Web Stream." (3)

Step 2

View the Site Search settings

Click on the gear icon to view the site search settings. Make sure you enabled enhanced measurement. First, make sure that the 'Site search' feature is enabled. To access additional settings, please click on the option labeled 'Show advanced settings'.

Step 3

Specify Search Term Query

In the specified field, you can enter your "Search Term Query Parameter." Once you enable Enhanced Measurement in GA4, Google automatically tracks site searches and adds default search term query parameters (q, s, keyword, search, query). Ensure that you include the search term query parameter in your search.

Step 4

Save changes

If you need to gather values from extra parameters like 'title', you can include them in the 'Additional Query Parameters' section. After completing these steps, save your changes on the top right.

It is important to note that if you notice a search query parameter on your website that is not included in the default parameters set by Google, you will need to create a custom parameter. This is necessary to ensure that the " view_search_results " event can be triggered as intended.

Register search_term

Now, to begin tracking search terms, you will create a custom dimension. It's pretty simple:

Step 1

Create custom dimension

To access the custom definitions, navigate to the Admin section. From there, locate the 'Property' column and click on 'Custom definitions'. To create a custom dimension, click on the 'Create custom dimension' button.

Step 2

Fill out the fields

Please provide the necessary information for the 'Dimension name' and 'Event parameter' fields as indicated in the example.

Step 3

Save changes

After configuring site search tracking, it is necessary to wait for a minimum of 24 hours before proceeding. To test your event tracking, check out this guide on how to use debug view .

How To View Site Search Terms in GA4?

You have two options to view site search terms:

Standard report
Custom report

Site Search Data in Events

The search event is called view_search_results if you use the GA4 enhanced measurement site search tracking method as described above. The event can be found in multiple reports.

To find the view_search_results event, navigate to Reports > Engagement > Events. After finding the event, you can click on it to access additional information.

Events Report - Search Terms

Create Custom Reports For Site Search Terms

For a more in-depth look at your site search results, you can also make your own report through Explore. Here's how to do it:

Search Term Report in GA4

Step 1

Go to Explore.

From the menu on the left, click "Explore." Then, click the "+" sign to make a new exploration.

Step 2

Import dimensions

Find "Dimensions" and then click the plus sign. Look for "Search Term" and "Event Name" dimensions. To add them to your custom report, check the box next to them and then click 'Import'.

Step 3

Add metrics

Similarly to the previous step, click the plus icon next to Metrics, and then search for the metrics "Event count" and "Event count per user." Then, check the box next to them and then click 'Import' to include them in your report.

Step 4

Create your report

Double-click the "Search term" dimension, as well as both metrics. They then move on to the Rows and Values sections.

Step 5

Apply filter

Scroll down to 'Filters' and select 'Event name'. Choose 'exactly matches' from the 'Select match type' menu. Find and select 'View_search_results' from the list. Then hit the 'Apply' button.

Done!

Your custom report for site search terms is ready.

Benefits of Site Search Tracking

Once you have set up a site search in GA4, you can take actionable insights from the data. Here are some key advantages:

👉Expand Product Range

By analyzing popular search queries, you can identify products in which the user has an interest. It enables you to expand your product range with a strategy and increase revenue opportunities.

👉Improve User Experience

By analyzing this data, you can optimize your website's content. It enables you to modify the sections or buttons to tailor your website according to your user's needs. As a result, the satisfaction of customers = higher conversions.

👉Better Navigation

Based on commonly searched terms, you can identify sections or categories that may need renaming. This helps make it comfortable for visitors to find what they need.

👉Actionable Insights

By analyzing the data from site search reports, you can quickly identify problems and make immediate improvements.

Site search is an often forgotten but beneficial feature in Google Analytics! By setting up site search in GA4, it's possible to have a more in-depth understanding of user behavior, improve your product offerings, and optimize the user experience. To discover where to view this report, refer to the tutorial above.