Insight Owl is designed to make marketing reporting simple.
The more data sources you connect, the more accurate and insightful your reports become. Fortunately, connecting your accounts takes just a few minutes and requires very little technical knowledge.
Once connected, Insight Owl automatically gathers data, analyses performance and generates reports that help you understand exactly how your website is performing.
Which data sources can you connect to Insight Owl?
Insight Owl combines information from multiple data sources to create a complete view of your marketing performance.
By default, the platform automatically gathers information from:
- SEMrush
- Insight Owl proprietary data sources
You will also be invited to connect:
- Google Analytics
- Google Search Console
Together, these platforms provide the data needed to generate meaningful insights across website traffic, search visibility, keyword rankings, backlinks and AI visibility.
What data is available before connecting Google accounts?
Even before connecting Google Analytics and Google Search Console, Insight Owl can provide valuable insights.
Using SEMrush and our proprietary data sources, the platform can report on:
- Keyword rankings
- Organic visibility
- SERP presence
- AI visibility
- Backlinks
- Referring domains
- Domain authority trends
This information provides a useful overview of how your website performs within search engines and AI-powered search platforms.
However, to unlock the full reporting experience, you’ll need to connect your Google accounts.
How do you connect Google Analytics?
Connecting Google Analytics is quick and straightforward.
During onboarding, Insight Owl will prompt you to connect your Google account using our secure one-click integration.
Once authorised, the platform automatically begins gathering data from your Google Analytics property.
This enables Insight Owl to report on important website metrics including:
- Users
- Sessions
- Page Views
- Bounce Rate
- Traffic Sources
The connection process typically takes only a few moments to complete.
How do you connect Google Search Console?
Google Search Console is connected through the same secure Google account integration.
Once connected, Insight Owl can access search performance data directly from Google.
This allows the platform to report on:
- Impressions
- Clicks
- Click Through Rate (CTR)
- Average Position
By combining this information with SEMrush data, Insight Owl creates a much more complete picture of your search visibility.
Why should all three data sources be connected?
Insight Owl performs best when all available data sources are connected.
Each platform provides a different piece of the marketing puzzle.
Google Analytics tells you what visitors do once they arrive on your website.
Google Search Console tells you how people find you through Google Search.
SEMrush provides broader SEO, keyword and competitive intelligence data.
When combined together, these data sources enable Insight Owl to generate richer reports, stronger recommendations and more accurate insights.
Can Insight Owl work without Google Analytics?
Yes.
Insight Owl can still generate valuable reports using SEMrush and proprietary data sources if Google Analytics has not yet been connected.
You’ll still be able to access information relating to:
- Rankings
- Keywords
- AI visibility
- Backlinks
- Domain authority
- Search presence
However, traffic and acquisition reporting will be limited.
Without Google Analytics, Insight Owl cannot accurately measure how many visitors are arriving on your website or where those visitors are coming from.
For the most complete reporting experience, we strongly recommend connecting Google Analytics.
Can Insight Owl work without Google Search Console?
Yes, but some search reporting will be restricted.
Without Google Search Console, Insight Owl cannot access Google’s first-party search performance data.
This means metrics such as impressions, clicks, click-through rates and average position may not be available.
Whilst SEMrush can still provide visibility data, connecting Google Search Console delivers the most accurate representation of how your website performs within Google Search.
What if I don’t have Google Analytics or Google Search Console set up?
Don’t worry.
If you haven’t yet activated Google Analytics or Google Search Console, our Concierge Service can help.
A real human data analyst will work with you to:
- Set up Google Analytics
- Configure Google Search Console
- Connect your accounts to Insight Owl
- Verify your reporting setup
- Ensure data is being collected correctly
This service is ideal for business owners who want expert support rather than trying to configure everything themselves.
How do you access the Concierge Service?
The Concierge Service can be purchased directly from within the platform.
Simply navigate to:
Settings → Subscription Page
From there, you’ll be able to view the available support options and purchase onboarding assistance from one of our data specialists.
Once purchased, a member of our team will contact you to arrange the setup process.
What happens after my accounts are connected?
Once your data sources are connected, Insight Owl automatically begins gathering information and building your reporting environment.
The platform will analyse:
- Website traffic
- Traffic acquisition
- Search visibility
- Keyword rankings
- AI visibility
- Backlinks
- Domain authority
From there, you’ll be able to generate reports, monitor trends and receive AI-powered recommendations designed to improve your marketing performance.
Most users are ready to start generating reports within minutes of completing setup.
What should you do next?
If you haven’t yet connected your Google Analytics and Google Search Console accounts, we recommend doing so as soon as possible.
Whilst Insight Owl can still provide useful insights using SEMrush data alone, connecting all three sources unlocks the full power of the platform.
And if you need a helping hand, our Concierge Service is available to get everything connected and working correctly for you.