How to Track Internal Site Search in GA4

When businesses think about search analytics, they often focus on external search engines like Google or Bing. While tracking how people discover your website through search engines is crucial, it’s just as important to monitor how visitors search within your website itself.

Internal site search gives you direct insight into what users are looking for, what content or products they expect to find, and whether your website effectively meets their needs. With Google Analytics 4 (GA4), you can track these searches and use the data to refine your content, improve navigation, and enhance the user experience.

Why Should You Track Internal Site Search

The search bar on your website helps you understand what users are trying to find. Whether they are looking for specific content, a product, or customer support information, tracking these searches can uncover valuable insights.

1. Identify What Visitors Want

Users who use your internal search function typically have a clear intent. They are looking for something specific and hope to find it quickly. By analyzing these search terms, you can identify gaps in your content strategy and adjust accordingly.

For example, if multiple users are searching for a topic that isn’t covered on your website, it might be worth creating new content around that subject.

2. Improve Product Discovery for eCommerce

For e-commerce stores, tracking internal searches helps you understand what products visitors are actively looking for. If many users search for a specific item, it indicates demand. If they search for something you don’t offer, it might be worth expanding your inventory.

Even when visitors arrive through a targeted ad campaign, they might still refine their search to find a more specific product. For example, someone landing on your shoe store after clicking an ad for sneakers might search for “high-top sneakers” to narrow down their options.

3. Fix Navigation and User Experience Issues

If users frequently search for basic site information—such as shipping policies, return details, or customer support—this might indicate that your website’s navigation isn’t intuitive. If visitors can’t easily locate key information, they’ll resort to the search bar.

By analyzing these searches, you can identify which pages need better accessibility, clearer navigation menus, or more prominent links. Ensuring that users can quickly find what they need without relying on search will improve overall engagement and satisfaction.

How to Set Up Site Search Tracking in GA4

GA4 automatically tracks internal site searches, but it’s a good idea to verify that the feature is enabled and configured correctly.

Step 1: Access Your GA4 Property

1. Log in to Google Analytics.
2. Click on Admin (bottom-left corner).
3. Select Data Streams under the Property column.

Step 2: Enable Enhanced Measurement

1. Choose the data stream for your website.
2. Under Enhanced Measurement, click the gear icon to access settings.
3. Ensure Site Search is enabled.

Step 3: Confirm Search Event Tracking

By default, GA4 tracks search events using parameters like q, s, search, query, and keyword. If your website uses a different query parameter (e.g., term or lookup), you’ll need to customize it (see next section).

How to Add a Custom Query Parameter in GA4

1. Go to Admin > Data Streams and select your website’s data stream.
2. Click the gear icon under Enhanced Measurement settings.
3. Scroll to the Site Search section and click Show Advanced Settings.
4. In the Additional Query Parameters field, enter your site’s custom parameter (e.g., search_term or find).
5. Click Save to apply the changes.

To test if the setup works correctly, perform a search on your website and check if GA4 records a view_search_results event in real-time.

Where to Find Internal Search Data in GA4

Once you’ve enabled search tracking, you can access the data in GA4’s reports.

1. Real-Time Report

The Real-Time report lets you see ongoing activity on your website, including search events happening in the last 30 minutes.

To check:

• Navigate to Reports > Real-Time.
• Scroll down to the Event Count section.
• Look for the view_search_results event.

If you see this event appearing, it means that GA4 is tracking internal searches successfully.

2. Events Report

For more detailed insights, head to the Events report:

• Go to Reports > Engagement > Events.
• Find the view_search_results event and click on it.
• Under the Event Parameters section, look for search_term.

This will display the actual keywords that users have searched for.

3. Custom Report

Apart from the default events report, you can create create a custom report with search terms and explore other parameters:

• Page Location: Shows which page the search was performed on.
• User Count: Helps identify how many users are conducting searches.
• Search Frequency: Indicates how often visitors rely on the search functionality.

By analyzing these details, you can determine whether visitors find what they need or if additional content improvements are necessary.

Analyzing Internal Search in Looker Studio

If you want a visual representation of internal search data, you can use Looker Studio for custom reports that make it easier to analyze search behavior.

For instance, in our GA4 Looker Studio Template there are dedicated sections for User Behavior and Engagement, including internal search insights.

Key Metrics Available:

• Total Searches Over Time – See how search activity trends over a given period.
• Users Who Search vs. Those Who Don’t – A pie chart showing the percentage of engaged users with at least one search the website.
• Most Searched Terms – A detailed table displaying search terms, number of searches, and unique users per search term.
• Search Page Breakdown – Understand which pages users initiate searches from.
• Engagement Trends – Compare search activity with overall site engagement metrics.

By using Looker Studio, you can track search trends, identify usability issues, and refine your content strategy—all in an easy-to-read dashboard.

Final Thoughts

Tracking internal site search in GA4 helps you understand user intent, improve content, and optimize the overall website experience. While GA4 automatically captures search queries, it’s important to verify that the settings are enabled and customized if necessary.

By regularly reviewing search data, you can identify what users are struggling to find, refine navigation, and create content that better serves your audience. Use these insights to make data-driven improvements and enhance your website’s usability.