Google Search Console Integration

Google Search Console is the closest thing you get to an honest picture of how Google sees your site. It tells you which queries your pages show up for, how often people click through, what your average position is, and what's changed week to week. Most teams already check it from time to time. The trouble is that the data lives in Search Console and the conversion data lives somewhere else, so connecting an organic visit to a specific outcome usually means a CSV export, a few VLOOKUPs, and a fair bit of guesswork.

The Routy integration with Search Console handles that join automatically. Once you've authorised the connection, your Search Console data is pulled into Routy alongside your paid traffic, your affiliate data, and your conversions, so organic finally sits on the same page as everything else you measure.

Worth saying up front: this is a one-direction integration. Search Console doesn't have a conversions API, and Google won't accept downstream events from a third-party tool. So this isn't about feeding data back to Google. It's about pulling Search Console's data out and putting it next to the rest of your reporting.

After connecting, the following becomes available inside Routy:

• Query-level data: the search terms your pages show up for, with impressions, clicks, click-through rate, and average position for each
• Page-level data: the same metrics but rolled up per landing page, so you can see which pages do the heavy lifting
• Country and device breakdowns, so you can spot regional dips or mobile-specific ranking changes before they cost you traffic
• Organic conversion attribution: every conversion Routy tracks gets tied back to the landing page that received the organic visit, and where possible to the query behind it
• Side-by-side comparison with your paid channels, so you can finally answer the awkward question of what an SEO hour is actually worth compared to an hour spent on paid

A note on the query-to-conversion link: Google has been redacting referrer keyword data since the "not provided" change a decade ago, so the connection between a specific query and a specific conversion is necessarily an estimate based on Search Console's own aggregated data. This is a limitation of the underlying data, not the integration. The page-to-conversion link, on the other hand, is exact.

You connect your Search Console property through Google's standard OAuth flow. If you've got multiple properties (a domain property plus URL-prefix properties, for example), you can pick which ones Routy pulls from. The integration then begins pulling the Search Analytics report data on a daily schedule, which matches the cadence Google itself updates Search Console at.

A few things worth knowing before you connect:

• Search Console only retains the last 16 months of data. The integration will backfill the full available window when you first connect, but anything older than that simply isn't available from Google's side.
• Some of Search Console's data is sampled or aggregated to protect user privacy, particularly for low-volume queries. This means a small share of impressions and clicks won't appear in the per-query report. Again, this is a Google limitation; Routy surfaces exactly what the API returns.
• Search Console data has its own latency. Reports typically lag by two to three days behind the date they cover. This is normal and matches what you'd see in the Search Console UI itself.

If you're running Routy across multiple sites, you can connect a separate Search Console property for each one, and the data stays cleanly separated by site in your reports.

The honest case for connecting Search Console is that most teams under-invest in SEO not because they don't believe in it, but because they can't tell what it's actually earning them. Paid campaigns get a line item, a spend figure, and a return number. Organic gets a sense that "we're doing the work" and a once-a-quarter content audit.

Once Search Console data is in Routy, that asymmetry starts to close. You can see which landing pages drive the most organic conversions, which queries are bringing in the visitors that actually convert, and which pages are losing position before the traffic dries up. Plus, because the same dashboards already hold your paid data, you can make sensible calls about where the next piece of work should go. If a page is ranking well and converting but only on a handful of queries, that's a content brief. If a paid campaign and an organic page are competing for the same query, that's a bidding decision.

The integration won't make your SEO better on its own. What it does is take SEO out of the dark corner of your reporting and put it under the same light as everything else, which tends to be enough to make better decisions possible.