How to Run a Google Analytics Report

Trying to measure your SEO performance for a specific city like London can feel like searching for a needle in a haystack. Google Analytics has all the data, but finding the exact report that tells you what's working for your local audience is tricky. This guide will show you exactly how to build a clear, actionable Google Analytics report to track and improve your SEO results in London.

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Before You Build: Key Setup Steps

Before you jump into reporting, let's make sure your Google Analytics 4 property is set up to give you meaningful data. A great report is only as good as the data it’s built on.

1. Confirm Your GA4 Tag is Installed Correctly

This might sound basic, but it's a common oversight. If your GA4 tag isn't firing on all your pages, you're missing data. The easiest way to check is using the Google Tag Assistant companion for Chrome. Simply navigate to your website and enable it, it will show you if your GA4 Measurement ID is being detected properly. A quick check now saves a huge headache later.

2. Connect Google Search Console to GA4

This is the most critical step for any SEO reporting. Google Analytics tells you what visitors do on your site, but Google Search Console (GSC) tells you how they found your site through Google Search. Connecting them brings powerful user-query data directly into your GA4 reports.

If you haven't linked them yet, here’s how:

• In your GA4 property, go to Admin (the gear icon at the bottom-left).
• Under the Property column, find and click on Search Console Links.
• Click the blue Link button. If your GA4 and GSC are under the same Google account, you should see your GSC property available to link.
• Choose your GSC property, select your web data stream, and complete the process.

It can take up to 48 hours for data to start appearing, but once it does, you'll unlock valuable SEO insights right inside GA4.

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3. Make Sure You're Tracking Conversions

Traffic is great, but conversions are what grow your business. SEO isn’t just about getting clicks, it’s about getting the right clicks - from people who will fill out your contact form, request a demo, or buy your product. You need to tell GA4 what these important actions, or "conversions," are.

Common conversions for a London-based business could be:

• A "contact us" form submission.
• A click-to-call on a phone number.
• Booking a consultation.
• An e-commerce purchase coming from a specific area.

In GA4, most actions are tracked as "events." To track a form submission, for example, you might create an event called generate_lead. To turn this event into a conversion, just go to Admin > Conversions and flip the switch next to the event name. This allows you to measure which SEO efforts are actually delivering results.

With these three foundational steps complete, you're ready to build a meaningful report.

Building Your London SEO Activity Report in GA4

Now we get to the fun part. We will build a report in GA4 that filters all your SEO data to show you performance specifically for visitors from London.

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Finding the Core Organic Search Report

First, let's find the main report that houses our Search Console data. The marriage of GA4 and GSC is what makes powerful SEO analysis possible.

• On the left-hand navigation, click on Reports.
• Go to the Acquisition > Traffic acquisition report. This report shows you where your traffic is coming from.
• Right above the chart, you'll see a drop-down menu for the primary dimension, which is likely set to Session default channel group. To see SEO-specific data, you can add Session source / medium as a secondary dimension to isolate 'google / organic'.

A better way is to use the dedicated GSC reports.

• Navigate to Reports > Library.
• Look for the Search Console card. If it isn't published, click the three dots and publish it.
• Once published, you'll have a new "Search Console" section in your left-hand menu. Click on it, then open the Google organic search queries report.

This report shows you the actual search terms people used in Google to find you, along with clicks, impressions, click-through-rate (CTR), and average position. Now, let’s filter this down to our London audience.

Applying a Geo-Filter for London

This is where we isolate our London-specific data. You can apply this geographical filter to almost any report in GA4.

Step-by-step instructions:

1. While viewing any standard report (like the Queries report we just opened or the Landing page report), look for the Add filter + button at the top of the report interface.
2. Click it to open the filter builder. It's a simple "if this, then that" tool.
3. Configure the filter with the following conditions:
4. Click the blue Apply button.

That's it! The entire report will now reload to show you data exclusively from users whose location Google identifies as London. Every metric you see - clicks, traffic, and soon, conversions - is now filtered for your target market.

Pro Tip: Apply this London filter to the Google organic search queries report. You'll now see the list of keywords people in London are specifically searching to find your business. This is gold for content planning and local keyword optimization.

Analyzing What Works: Connecting London Traffic to Conversions

Great, we can see who's coming from London. But what are they doing? Which pages are driving the most value from this specific audience?

Let's find out which landing pages are the most effective at converting your London-based organic traffic.

• Navigate to the Landing Page report by going to Reports > Engagement > Landing page. This report shows the first page a user "lands" on when they arrive at your site.
• Apply the same city filter for London that we just created.
• We also need to filter for just organic search traffic. Add a second filter:
• Now, look at the table. It shows you Landing pages, Users, Sessions, and Engagement rate - all nicely filtered for organic visitors from London.
• To add conversions, scroll the table to the right. The "Conversions" column will show you the total number of conversion events completed by this audience after landing on that specific page. You can even click the "Conversions" drop-down to see data for a single conversion action, like generate_lead.

What you're now looking at is a powerful, focused report. You can see, page by page, which of your assets are successfully attracting and converting customers from your target city. This helps you answer crucial SEO questions:

• Which blog posts bring in the most leads from my London audience?
• Is my "Services in London" page actually converting visitors?
• Are my local case studies effectively driving form submissions?

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Saving and Automating Your Report

You don't want to rebuild this report every time you need it. Once you have it configured perfectly with your filters, you should save it for easy access.

1. At the top of the report, next to its title, click the pencil icon to customize the report.
2. You won't need to make changes here since we already applied our filters, so simply click the Save button in the top right.
3. Choose Save as a new report. Give it a descriptive name like "London Organic SEO Performance."
4. After saving, head back to your Library. Find your new report card and publish it to add it directly to your left-hand reporting menu for one-click access in the future.

For bonus points, you can have GA4 email this report to you and your team on a regular schedule. In the top right corner of your saved report, click the Share this report icon and then select Schedule email. You can set it to arrive in your inbox every Monday morning, for instance.

Final Thoughts

Running a Google Analytics report for your London SEO performance boils down to combining three key elements: accurate conversion tracking, integrated Search Console data, and a geographical filter. Moving from generalized traffic reports to this level of specificity turns data into a roadmap, showing you exactly what resonates with your local audience.

While mastering GA4 is a powerful skill, we know firsthand that manually filtering and saving reports can quickly consume time that could be spent on strategy. It's why we built Graphed. We wanted a way to simply ask our data questions in plain English, like "Show me my top 10 organic landing pages for users from London last month," and get an interactive dashboard in seconds. It frees us up to act on insights instead of just finding them.