SEO Help – Automate Google Webmaster Tools Data Extracts

SEO Help – Automate Google Webmaster Tools Data Extracts

Google WMT data to Google AnalyticsIn our last post about using Google Webmaster Tools SEO reports in Google Analytics for keyword traffic insights, we pointed out that this information is only available for 90 days.

What if you need to look back more than 90 days?  As you can see below, as of today, there isn’t any data in GA from GWMT earlier than November 23.

No Data?

Not a problem if you plan.  You can set up a system to send yourself a monthly automated email containing the data.

email Monthly Report

For this to really work for you, do think ahead to what questions you’ll have to answer, and send yourself a few pre-segmented reports that will answer these questions.  Reports can be appended to existing emails, so that you don’t receive a barrage of emailed reports.  (For more about emailing reports, read the full Email & Export help article from the Google Analytics Help Center)

Landing page impression data by country or web property helps you see if you may need to localize or focus your efforts.  What types of pre-segmented reports might you need for your landing pages or queries?

  • Interested by country?  United States, Canada, etc
  • Interested by Google Search Property? Web, image, video, mobile (smartphone) search
  • Interested in a specific group of keyword phrases by country?

It’s worthwhile reading further using the SEO webmaster tools reports in Google Analytics.

One thing that we’d like to point out is that you’ll have to use of Secondary Dimensions to segment your data by the country or the Google search property, since Segments cannot be used with these reports.

If you want to send yourself a specific group of keyword phrases by country (let’s say United States), use the in-report filter for the keyword phrase and select secondary dimension United States.  Here’s the in-report advanced filter.  Replace “your kw” with your keyword phrases: Secondary Dimensions by Country

To make this  an automated email report, while you have this report customized:

  1. Click [Email]
  2. Select the email address that will receive the report
  3. Select the format – csv, Excel, Google Spreadsheets – whatever works best for you
  4. Select monthly and then day 3 or 4 (since data is 2 days lagged from GWMT to GA)
  5. Write a description in the body
  6. Save

For some of the more complicated questions, such as how many clicks by country and Google property you can use a Pivot Table and Secondary Dimensions.

PivotLet us know if you find this useful, how you’re using it, or if you have any other suggestions.



By |2018-07-25T13:46:39-04:00February 27th, 2014|6 Comments


  1. Phillip Kent February 27, 2014 at 10:50 pm - Reply

    This is a really good idea. I already use the monthly email feature to expedite my google analytics reporting.

    • June Li February 28, 2014 at 8:23 am - Reply

      Great to hear you’re using the automated email feature. And you don’t have to create new emails but can append to those you already have set up.

  2. Mark Hansen May 1, 2014 at 9:41 pm - Reply

    Megalytic lets you connect to Google Webmaster Tools and automatically maintains historical data. Initially, Megalytic downloads 90 days worth (the maximum available). After that, it continues to download regularly to keep up to date. Generate reports based on the historical data. Check it out at

    Disclaimer: I am a founder of Megalytic.

    • June Li May 2, 2014 at 1:51 pm - Reply

      Hey Mark – Thanks for visiting. Is the link from GWT to GA considered a “connector”?

  3. Drew April 10, 2015 at 7:16 pm - Reply

    This is nice to know, but I have noticed that GWMT and GA don’t report the same numbers.

    Do you know what is going on here? The numbers in GA look sort of like Web filtered numbers, but not quite.

    GWMT numbers are higher so I am inclined to use those over the GA equivalents.

    Would appreciate any thoughts or experience you have had with dealing with this data discrepancy. 🙂

    • June Li April 13, 2015 at 8:35 pm - Reply

      Hi Drew,

      Google announced on the GWMT blog on Jan 7, 2014 that they were no longer rounding and bucketing GWMT data, but they did not say they would stop sampling GWMT data. We hoped that rounding and bucketing would eventually also stop in the GWMT data transfer to GA but that unfortunately did not happen.

      The GWMT data doesn’t show all data, but often still more than GA because GA data only shows the top 1000 daily search queries (see top left in the GA report). If your data has fewer than 1000 daily queries, the list of queries in GA should be the same as the list in GWMT, but the impressions and clicks are sometimes way off due to rounding.

      Unfortunately, there isn’t any way to automatically download all of the GWMT data (the GWMT API doesn’t include this data). Still just one page at a time. There are some hacks to try to move from page to page in GWMT to download the data but I haven’t tried them.

      Therefore, the GA emailed export is a compromise, a tradeoff of manual downloading versus incomplete data. Consider the information directional. It is sufficient for monitoring rising and falling directional trends. Given all the other factors that affect unpaid search ranking, including personalized search, partial regular data is better than none at all.

      A more complete API is still on everyone’s wishlist!

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