How to See My Google Analytics

Seeing how your website performs for users in a specific city like London isn’t just a nice-to-have, it's essential for a smart local SEO strategy. Pinpointing your London-based organic traffic helps you understand your local audience, optimize for relevant keywords, and measure the real-world impact of your SEO efforts. This guide will walk you through exactly how to isolate and analyze your London SEO data in Google Analytics 4, from simple reports to advanced custom dashboards.

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Why Tracking Local SEO in London Matters

London is a huge, hyper-competitive digital marketplace. Generic, nationwide SEO data can easily hide the specific trends and behaviors of your local audience. By filtering your analytics to focus specifically on London, you can answer critical questions:

• Which of your services or products are most popular with a London audience?
• Are 'near me' or London-specific keywords driving valuable organic traffic?
• How does the user engagement from Londoners compare to visitors from Manchester or Edinburgh?
• Is your content marketing resonating with people who can actually visit your physical location or use your local service?

Without this insight, you're flying blind, potentially wasting marketing budget on content that doesn't connect or missing huge opportunities to serve your local customer base better.

The Easiest First Step: Finding London Data in Standard Reports

Before building anything custom, let's start with the quickest way to find location data. GA4 has built-in reports that can give you a high-level overview in just a few clicks. This is a great way to confirm you're getting traffic from London in the first place.

1. Log in to your Google Analytics 4 account.
2. From the left-hand navigation menu, go to Reports > Tech > Tech details.
3. Above the chart, you'll see a dropdown menu that likely says "Browser". Click it and select City.
4. You'll now see a table of all the cities your website visitors have come from, sorted by the number of users. You can use the search bar above the table to type "London" and isolate its data.

This is a fast check, but it shows data from all traffic sources — paid ads, social media, referrals, and organic search. To see your SEO performance, you need to add another layer of filtering.

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Filtering for "Organic Search" Traffic from London

Now, let's refine this view to only show visitors who found your site through a search engine like Google. This will tell you if your actual SEO work is bringing in the London crowd.

We'll add a secondary dimension to one of the most useful acquisition reports.

1. In the left-hand navigation, go to Reports > Acquisition > Traffic acquisition.
2. This report shows you traffic broken down by "Session default channel group" (e.g., Organic Search, Paid search, Direct).
3. Click the plus sign (+) next to the "Session default channel group" column header to add a secondary dimension.
4. In the menu that appears, search for and select Geography > City.
5. Now, the table will show you a breakdown of traffic sources for each city.
6. In the search bar above the table, type "Organic Search" and press Enter. This filters the entire report to only show organic traffic, with a city breakdown for each source. You can then easily find London in the list.

This view is better, giving you a quick look at your top-level organic sessions from London. However, to truly analyze which pages and keywords are working, you need to build a custom report.

Creating a Reusable London SEO Report with GA4 Explorations

"Explorations" is where the real power of GA4 lies. It lets you build fully customized reports that you can save and revisit anytime. We'll create a dedicated report that shows you the exact landing pages attracting organic visitors from London.

1. Create a New Exploration

Navigate to the Explore tab in the left-hand menu. Select Free Form to start with a blank canvas.

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2. Import Your Dimensions and Metrics

Think of dimensions as the "what" (pages, cities, traffic sources) and metrics as the "how many" (users, sessions, conversions). In the Variables column on the left, you need to import the building blocks for our report.

• Next to DIMENSIONS, click the plus sign (+). Search for and import the following:
• Next to METRICS, click the plus sign (+). Search for and import the metrics that matter most to you. Good starters include:

They will now be available in your palette to drag and drop into the report.

3. Build the Report Table

Now, move to the Tab Settings column. Here you'll construct the report itself.

• Drag Landing page + query string from your Dimensions into the Rows section. You'll instantly see a list of your website pages populate the table.
• Drag your chosen metrics (like Sessions, Engagement rate, and Conversions) into the Values section. Your table on the right will update with columns for each metric.

4. Apply the Magic Filters

This is the most important step. We need to tell GA4 to only show us the data we want: organic traffic from London.

1. Scroll down in Tab Settings to the Filters section.
2. Drag the City dimension into the filter box. Set the condition to exactly matches and type London. Click Apply.
3. Drag the Session default channel group dimension into the filter box as well. Set the condition to exactly matches and type Organic Search. Click Apply.

Voila! The table on your right now shows a powerful, actionable report: a list of every page on your site that received organic search traffic from users in London, along with key performance metrics. Give your Exploration a descriptive name like "London Organic Landing Page Performance" so you can easily find it later.

Connect Google Search Console for Keyword-Level Insights

Your GA4 report shows you which pages are performing well, but it doesn't show you the keywords people searched for to find those pages. To get that data, you need to connect Google Search Console (GSC) to your Google Analytics property. If you haven't already, this is a non-negotiable step for any serious SEO analysis.

How to Link Search Console to GA4:

1. In GA4, click the Admin gear icon in the bottom-left corner.
2. In the Property column, scroll down to Product Links and click Search Console Links.
3. Click the blue Link button and follow the prompts to choose your GSC property and link it to your GA4 web data stream.

Once linked (it may take 24-48 hours for data to populate), you'll get a new set of reports in the Acquisition section.

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Analyzing London Keywords:

1. Go to Reports > Acquisition > Search Console > Queries.
2. This shows you all the search queries driving clicks to your site.
3. At the top of the report, click Add filter.
4. Build your filter: select the dimension Country, the condition exactly matches, and value United Kingdom. Note: GSC data cannot be filtered down to the city level within GA4, but country-level filtering is the closest and most useful proxy for seeing UK-relevant queries.

While you can't filter directly for "London," analyzing UK queries gives you strong directional insight into how people search for your services locally. Look for terms that include London, specific boroughs, or postcodes.

Final Thoughts

Effectively tracking your local London SEO performance is simply a matter of knowing where to look and how to combine the right filters in GA4. By building custom Exploration reports and integrating your Search Console data, you can move from broad assumptions to data-driven decisions that will help you connect with your specific London audience and grow your organic presence.

We know that even with a clear guide, this process involves a lot of clicks, report building, and switching between platforms. That's why we created a tool to make getting these answers instant. After a quick setup, you can connect your various data sources like Google Analytics, Search Console, and your CRM to Graphed. Instead of manually building reports, you can just ask a question in plain English, like, "show me a dashboard of my top 10 organic landing pages for users in London for last quarter" and get an interactive, real-time dashboard seconds later. This frees you from the chore of data wrangling so you can get back to creating campaigns that your audience loves.