For digital agencies and SEO professionals, managing multiple properties across Google Analytics and Google Search Console is a critical part of providing comprehensive SEO and web performance insights to clients. However, juggling numerous accounts and properties can be overwhelming, especially as agencies scale and onboard more clients. Implementing efficient solutions for managing these properties can save time, streamline operations, and ensure that all websites are optimized effectively.

In this article, we’ll explore the challenges of managing multiple properties across Google Analytics and Search Console and provide practical solutions for simplifying the process, improving data management, and maximizing efficiency.

The Challenges of Managing Multiple Properties

Google Analytics and Google Search Console are two of the most essential tools for tracking website performance. While both provide valuable insights, they focus on different aspects of web performance:

• Google Analytics: Primarily focuses on user behavior, traffic sources, and engagement metrics (e.g., bounce rate, session duration).
• Google Search Console: Primarily focuses on search performance, including indexing status, search rankings, and crawl errors.

When managing multiple clients or websites, you need to set up separate properties for each site in both Google Analytics and Search Console. This process can become cumbersome as the number of properties grows, leading to several challenges:

• Property Limits: Google Search Console limits the number of properties per account to 1,000, while Google Analytics allows for 100 accounts with 50 properties per account.
• Data Fragmentation: With multiple properties, it’s easy to lose track of critical insights, especially if different team members are managing different accounts.
• Administrative Overhead: Creating, managing, and accessing multiple accounts requires significant administrative effort, especially for large agencies handling dozens of clients.

Solutions for Managing Multiple Properties

To effectively manage multiple properties across Google Analytics and Search Console, digital agencies need to implement streamlined workflows and take advantage of the tools and integrations available. Here are several solutions to manage multiple properties efficiently:

1. Centralize Property Management with Google Tag Manager

Google Tag Manager (GTM) is an essential tool for agencies managing multiple properties. GTM allows you to deploy and manage tracking tags (e.g., Google Analytics, conversion tracking) across multiple websites without having to edit the website code directly. This centralizes property management and makes it easier to implement tracking on multiple properties.

• Example: An agency managing 30 websites can use Google Tag Manager to deploy tracking tags for Google Analytics, Google Ads, and other platforms without needing to individually add code to each client’s website. Updates to tracking codes can also be made centrally, simplifying the management process.

Benefits of Google Tag Manager:

• Centralized control of tracking tags for multiple properties.
• Simplified tracking code deployment and updates.
• Reduced reliance on developers for website changes.

2. Use a Multi-Client Approach in Google Analytics

Google Analytics allows you to group properties within a single account, making it easier to manage multiple websites from one place. Agencies can create a separate Google Analytics account for each client, grouping all of that client’s properties (e.g., main website, subdomains, mobile app) under one account. This structure provides clear separation between clients while keeping all relevant data organized within each client’s account.

• Example: An agency managing multiple e-commerce clients can create a separate Google Analytics account for each client, grouping their main website and any subdomains or country-specific versions under that account.

Benefits of a Multi-Client Approach:

• Keeps client data organized and separate from other clients.
• Makes it easier to access and manage multiple properties from one Google Analytics login.
• Streamlines reporting and data analysis for each client.

3. Consolidate Properties Using Domain-Level Properties in Search Console

Google Search Console’s domain-level properties offer a solution to the property limit challenge by consolidating multiple subdomains and protocol variations (http/https) under one property. This eliminates the need to create separate properties for each variation of a website.

• Example: Instead of adding https://www.example.com, http://www.example.com, and https://blog.example.com as separate properties, you can add a domain-level property for example.com that includes all subdomains and protocols.

Benefits of Domain-Level Properties:

• Simplifies property management by consolidating subdomains and protocol variations.
• Reduces the number of properties you need to manage in Search Console.
• Provides comprehensive data across all subdomains and protocols under one property.

4. Leverage Multi-Account Tools and Platforms

To manage multiple properties across different platforms, agencies can leverage multi-account tools and platforms that integrate with both Google Analytics and Search Console. These tools provide centralized dashboards and reporting features that help you monitor multiple properties without needing to constantly switch between accounts.

• Example: Platforms like SEMrush, Ahrefs, and Data Studio integrate with both Google Analytics and Search Console, allowing agencies to create comprehensive reports and monitor performance across multiple websites from one interface.

Benefits of Multi-Account Tools:

• Centralized reporting across multiple properties and platforms.
• Customizable dashboards for monitoring key metrics across all clients.
• Automated reporting to streamline performance tracking and analysis.

5. Automate Reporting and Alerts

Managing multiple properties means keeping an eye on various performance metrics, such as traffic changes, crawl errors, or sudden drops in search rankings. Automation tools can help by setting up alerts and reports that notify you of significant changes, reducing the need for constant manual monitoring.

• Example: Google Analytics and Search Console allow you to set up custom alerts for specific metrics, such as a sudden drop in organic traffic or an increase in 404 errors. Additionally, platforms like SEMrush offer automated reports that are delivered directly to your inbox.

Benefits of Automation:

• Reduces the need for constant manual monitoring of multiple properties.
• Provides real-time alerts for critical performance issues.
• Saves time by automating regular reports and performance updates.

6. Delegate Account Management and Permissions

For agencies with large teams, it’s important to delegate account management responsibilities effectively. Both Google Analytics and Search Console allow you to assign different permission levels to team members, ensuring that each person has access to the properties they need without overwhelming them with unnecessary data.

• Example: An agency might assign restricted access to junior team members for specific properties, while senior team members are given full access to manage and edit multiple accounts.

Benefits of Delegating Permissions:

• Streamlines account management by assigning roles and responsibilities.
• Ensures that team members only have access to relevant data.
• Reduces the risk of accidental changes to key settings.

Best Practices for Managing Multiple Properties

To ensure that managing multiple properties across Google Analytics and Search Console is as efficient as possible, follow these best practices:

• Regularly Audit Your Properties: Conduct regular audits of your properties in both Google Analytics and Search Console to ensure that all properties are still active and necessary. Remove inactive or unnecessary properties to reduce clutter.
• Use Consistent Naming Conventions: Implement a consistent naming convention for all properties to make it easier to identify and manage them. For example, use client names and property types (e.g., [Client Name] – [Main Website]).
• Create Templates for Setup: Standardize the process of setting up new properties for clients by creating templates for adding new websites to Google Analytics and Search Console. This will ensure consistency and reduce setup time.
• Document Processes: Maintain clear documentation for how properties are set up and managed across your agency. This ensures that everyone on the team is on the same page and that transitions are smooth if team members change roles.

Conclusion

Managing multiple properties across Google Analytics and Google Search Console can be a complex task for digital agencies and SEO professionals. However, by leveraging tools like Google Tag Manager, using domain-level properties, implementing automation, and centralizing management with multi-account platforms, agencies can streamline their workflows and effectively manage large portfolios of websites.

For agencies looking to optimize property management, Web Zodiac’s SEO Services offer tailored solutions that help you scale your operations efficiently. Whether you need white-label SEO services or enterprise SEO services, we provide the expertise and support you need to manage multiple properties seamlessly across Google Analytics and Search Console.