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Audience Docs

Set up

Connect Google Analytics

Optional in setup and in Settings. Analytics lets Scout report what happened after the click, so Reports show signups and revenue instead of only traffic.

Search Console tells Scout how people found you. Analytics tells it what happened next. The card in step 2 is marked Optional, and its purpose line says what it is for: What happens after the click, so Scout can report signups and revenue instead of traffic.

The product's phrase for this is Measure outcomes, not output. Clicks are the means; conversions are the end. Without Analytics, Scout can only report the means.

Connecting

The flow is the same as Search Console: press connect, sign in with Google, allow read access, and come back. Scout then needs to know which Analytics property to read.

If the property is unambiguous, Scout picks it. If it is not, you choose from a list. Until you have chosen, the connection is in a distinct state Audience treats honestly rather than as failure:

  • Home's outcome card reads Choose a property with a link, Choose which property to read.
  • The build task in step 5 shows Waiting on you.

Telling someone to connect Analytics when they already have is the fastest way to make them distrust a screen, so Audience never does that. Connected-but-unconfigured is its own state, with its own fix.

What it unlocks

Where With Analytics
Home The Business outcome card, labelled from your property, for example Signups from organic
Reports Overview The Outcomes section: Sessions, Key events (the conversions your Analytics property counts), and Influenced revenue from pages Scout can attribute
Content performance A Key events column beside clicks and impressions, so a page's conversions sit next to its traffic
What Scout notices Findings about which content converts, not only which content attracts

Revenue appears only when Analytics actually records it. If your property has no revenue metric, Reports say No revenue metric configured rather than showing a zero.

Without it

Home's fourth card carries the invitation: Measure outcomes, not output. Connect Google Analytics and Scout reports on signups or revenue instead of clicks. Reports Overview shows Outcomes are not measured yet. in place of the outcomes panel, and the Key events column is absent from Content performance. Nothing else changes; the opportunity queue and the content pipeline do not depend on Analytics.

Keeping it connected

Analytics sits beside Search Console on the Integrations page, with the same controls: Sync now, Reconnect when a grant has expired, and Disconnect. Disconnecting stops new data; the history already pulled stays where it is, and reconnecting the same property picks up where it left off.

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