GA4 Parameters for On-Site Search Optimization: Using search_term

To optimize on-site search tracking in GA4 using the search_term parameter, you need to configure GA4 to recognize your website’s search query parameter and create a custom dimension for search_term to analyze search queries effectively.

Key steps include:

1. Identify the Search Query Parameter: GA4 automatically tracks site search if the URL contains common query parameters like s, q, search, query, or keyword. If your site uses a different parameter (e.g., search_term or something custom), you must add it manually in GA4 under Admin → Data Streams → Enhanced Measurement → Site Search → Additional Query Parameters (up to 10 parameters allowed). This ensures GA4 triggers the view_search_results event with the correct search term.

2. Create a Custom Dimension for search_term: To view and analyze search terms in GA4 reports or explorations, create a custom dimension:

   • Go to Admin → Custom Definitions → Create Custom Dimension
   • Set Dimension Name: search_term
   • Event Parameter: search_term
   • Scope: Event
   • Save the dimension This allows you to see the search terms as part of event data and build custom reports or explorations around them.

3. Data Handling and Usage: The search_term parameter typically captures the sanitized search keyword from the URL query string, with personal identifiable information (PII) removed and formatting normalized (e.g., spaces trimmed, downcased). This data helps you understand user intent, optimize content, and improve site navigation by analyzing what users search for on your site.

4. Advanced Tracking: If your site search does not use URL query parameters (e.g., uses POST requests or autocomplete), GA4’s built-in tracking may not work. In such cases, Google Tag Manager (GTM) or developer assistance is needed to send search terms as custom events or parameters to GA4.

5. Viewing Search Data: After setup, you can find site search data in GA4 under Reports → Engagement → Events → view_search_results. For deeper analysis, use GA4 Explorations to create custom reports combining search terms with other engagement metrics like conversions and bounce rates.

In summary, using the search_term parameter in GA4 involves configuring the correct query parameter, creating a custom dimension for search_term, and leveraging GA4 reports or explorations to analyse on-site search behaviour for optimization.