To configure campaign web analytics for search campaigns, we link to the associated analytics accounts during project onboarding. This typically includes Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Center, and similar Microsoft Advertising Accounts.
We may likely also request a login to the backend (Administrative access) area of your website.Typically this is needed when we anticipate installing plugins such as the Google Tag Manager plugin or 3rd-party call-tracking plugins.
Google Tag Manager places a container on your website which allow the installation, removal, and modification of tags without requiring modification to the site itself. Its capabilities go well beyond that.
Google and Microsoft search console account(s) contain organic search queries and search engine crawl data, along with other information that can be helpful to search campaign optimization.