Search Analytics
Use Advanced Analytics to break down your Search Console and GA4 data by category, URL and keyword, and find out why traffic changed.
10 articles
Search Analytics covers Advanced Analytics and the Category Builder. These screens take your Google Search Console and Google Analytics 4 data and break it down in more detail than the Analytics screen.
To open Advanced Analytics, go to the Analytics (GA4 + GSC) screen and click Advanced Analytics. There is no sidebar item for it. Inside you find seven tabs: Category Breakdown, URL Breakdown, Keywords Breakdown, SEO Root Cause Analysis, URL Deep Dive, Anomaly Wizard and Opportunity Finder.
The Settings button in Advanced Analytics opens the Category Builder. There you group your pages into categories and set your branded keyword pattern. Do this first. Without rules, every URL is grouped as Uncategorized, and branded reports stay empty.
A good order to read these guides:
- Set up the Category Builder and Branded keywords.
- Read the breakdown tabs to see where your traffic comes from.
- Use Root Cause Analysis, Anomaly Wizard and Opportunity Finder to explain changes and find what to fix next.
For date ranges and the Compare switch, see Date ranges and compare.
- 1Category BreakdownSee how each group of pages on your site performs, which categories are growing, and which pages are ready for a quick win. 5 min readUpdated October 5, 2026
- 2URL BreakdownRead site-wide URL signals: SEO trajectory, movers, content decay, new and lost URLs, and the full 63-column URL export. 5 min readUpdated October 5, 2026
- 3Keywords BreakdownSee every Google search query that brings people to your site, grouped by rank, brand, intent and length, with gainers, losers and cannibalization. 5 min readUpdated October 5, 2026
- 4SEO Root Cause AnalysisFind out why organic traffic went up or down, split by branded and non-branded searches, URL and category. 5 min readUpdated October 5, 2026
- 5URL Deep DivePick one URL and see its trend, funnel, hits and misses, why it moved, and every Google query it ranks for. 3 min readUpdated October 5, 2026
- 6Anomaly WizardRun 50+ checks across GA4 and Search Console to find what changed since the previous period and why it matters. 3 min readUpdated October 5, 2026
- 7Opportunity FinderScan your Search Console data for growth ideas: striking distance keywords, low-CTR pages, snippet candidates and more. 3 min readUpdated October 5, 2026
- 8Category BuilderGroup your website's URLs into categories with regex rules or an Excel upload, so Advanced Analytics can report by category. 5 min readUpdated October 5, 2026
- 9Branded KeywordsSet your branded keyword pattern so Prism can split Search Console queries into branded and non-branded searches. 3 min readUpdated October 5, 2026
- 10SEO Health ScoreLearn how Prism calculates the SEO Health Score and grade in the Category Builder, and how to improve it. 3 min readUpdated October 5, 2026