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How to check backlinks google analytics (Guide)

Introduction to Backlinks - check backlinks google analytics

If you’re trying to check backlinks google analytics, it helps to start with what backlinks actually are and what they can (and can’t) tell you inside web analytics. Backlinks are links from other websites pointing to your site. In SEO, they’re often treated as “votes” that can influence search engine ranking, but the real value is more nuanced: backlinks can drive referral sources, shape user behavior, and affect site performance through the quality of traffic they send.

Backlinks contribute to your backlink profile—the overall set of sites linking to you, the pages they link to, and the context around those links. Search engines use link analysis to infer authority and relevance. But backlinks aren’t a magic switch: on-page factors (content quality, internal linking, technical SEO) and user signals also matter.

When you check backlinks google analytics, you’re not seeing a full backlink index (Google Analytics is not a link crawler). Instead, you’re seeing traffic that arrives via links—primarily in referral sources. That distinction matters:

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Backlink index (SEO tools): shows links that exist on the web, even if they send no clicks.
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Google Analytics (web analytics): shows sessions/users that arrived from those links (i.e., links that generated traffic).

Competitors often talk about backlinks only as SEO metrics, but backlinks can directly affect user experience:

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Expectation matching: A link from a “how-to” article sets expectations. If your landing page doesn’t match, bounce rates rise.
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Page speed and stability: High-traffic backlinks can stress site performance. Slow pages reduce conversions.
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Trust transfer: Links from reputable sites can increase user confidence, improving conversion tracking outcomes.

A sustainable approach is to treat backlinks as a portfolio:

1. Protect: Monitor for spammy links and sudden spikes.
2. Grow: Earn links by publishing useful resources and data.
3. Optimize: Improve landing pages that receive referral traffic.
4. Localize: Build location-based citations and partnerships if you serve specific regions.

To check backlinks google analytics effectively, you’ll combine referral traffic analysis, landing page performance, and conversion tracking—then supplement with dedicated backlink tools for a complete view.

Using Google Analytics to Track Backlinks - check backlinks google analytics

To check backlinks google analytics, you’ll mainly use referral and traffic sources reporting. The goal isn’t just to list linking domains—it’s to understand which links actually send qualified website traffic and how that traffic behaves.

When you check backlinks google analytics, you’re typically looking at:

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Referral traffic (sessions from other sites)
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Landing pages those referrals hit
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Engagement and conversions from those referrals
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Assisted conversions (if you track multi-touch journeys)

Because Google Analytics is a web analytics platform, it measures visits, not the entire backlink profile. That’s why many teams pair Google Analytics with Search Console and a backlink crawler.

Use this workflow to check backlinks google analytics in GA4:

1. Open GA4 → Reports → Acquisition → Traffic acquisition

2. Set the primary dimension to Session source / medium

3. Filter medium to referral

4. Sort by Sessions, then review Engaged sessions, Engagement rate, and Conversions

5. Click a source (e.g., example.com) to drill down

6. Add a secondary dimension like Landing page + query string to see which pages benefit

What to look for (practical interpretation)

When you check backlinks google analytics, don’t stop at sessions:

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High sessions + low engagement: link context mismatch, poor landing page, or low-intent audience.
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Low sessions + high conversion rate: niche link with strong intent—often worth nurturing.
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Spikes from unknown domains: could be spam referrals; validate in other tools.

Step-by-step: Universal Analytics (legacy) workflow

If you’re on older properties, to check backlinks google analytics in UA:

1. Acquisition → All Traffic → Referrals

2. Click a referring domain

3. Review Referral Path and Landing Page

4. Compare behavior metrics and goal completions

Add Search Console for stronger context

A common gap when you check backlinks google analytics is confusing “referral links” with “SEO links.” Connect Google Search Console:

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In GA4, link Search Console to see organic search queries and landing pages.
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In Search Console, review Links for top linking sites/pages (still not a full crawler, but closer to SEO reality).

Visual guide (text-based infographic)

Use this quick map to check backlinks google analytics consistently:

Backlink exists on web
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| (may or may not send clicks)
v
Referral click happens
|
v
GA4 records session (source=referral)
|
+--> Landing page performance
|
+--> User behavior (engagement)
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+--> Conversion tracking outcomes

Case study: turning referral traffic into conversions

A local service business noticed a spike when they check backlinks google analytics: a regional news site linked to a “pricing” page. Sessions were high but conversions were low. They:

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Added a short “What happens next” section above the fold
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Improved page speed and mobile layout
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Added a location-specific FAQ

Result: engagement improved and conversion rate increased, even though the backlink itself didn’t change. This is why check backlinks google analytics should always include user experience and site performance review.

When you check backlinks google analytics in 2026 and beyond, expect:

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More attribution complexity: privacy changes reduce referrer detail in some cases.
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AI-driven link building: more automated outreach means more low-quality links—quality backlinks matter more.
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Brand mentions without links: tools increasingly track unlinked mentions; GA won’t show them unless they send traffic.

If you want to check backlinks google analytics at scale, you’ll likely need a workflow that combines GA4, Search Console, and a dedicated backlink analysis tool.

Rankpeak website screenshot - check backlinks google analytics
Screenshot of Rankpeak

If your day-to-day goal is to check backlinks google analytics and turn that information into decisions (what to fix, what to replicate, what to ignore), the hardest part is usually workflow—not theory. Small business owners and lean marketing teams often bounce between GA4 reports, spreadsheets, and separate SEO tools, then lose time reconciling “links that exist” with “links that actually drive traffic.” Rankpeak is useful here because it’s built around practical link analysis and prioritization rather than just dumping a backlink profile.

A common pain point when you check backlinks google analytics is that referral traffic is easy to find, but hard to interpret quickly:

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Which referral sources are sending qualified users?
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Which landing pages are benefiting?
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Are those visitors converting?
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Are there suspicious spikes that might be spam?

Rankpeak helps by organizing backlink-related insights into a workflow that mirrors how teams actually operate: identify meaningful links, connect them to website traffic and conversion tracking, then decide what action to take.

Practical walkthrough (a realistic weekly routine)

Here’s a simple routine many teams follow to check backlinks google analytics and keep momentum:

1. Start with referral sources: In Rankpeak, review referring domains that are actively sending traffic (the “real-world” subset of backlinks).
2. Inspect landing pages: See which pages those referrals hit, then compare engagement and site performance signals.
3. Segment by intent: Separate editorial links (articles/resources) from directory/citation links and partner links. This matters for long-term backlink strategy.
4. Flag quality vs. noise: Mark suspicious domains for review so they don’t distract from quality backlinks.
5. Create a short action list: Update the landing page, build a related resource, or reach out to strengthen a partnership.

This approach complements how you check backlinks google analytics in GA4: GA4 tells you what happened; Rankpeak helps you decide what to do next.

Time and effort considerations

If you’re manually trying to check backlinks google analytics and then cross-reference with other tools, it’s easy to spend hours per week. Rankpeak’s value is reducing that overhead by keeping backlink analysis, traffic sources context, and prioritization in one place. For a small team, that often means:

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Less time exporting CSVs
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Fewer “which metric matters?” debates
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Faster iteration on pages that already have link equity and referral traffic

Expected outcomes (what “good” looks like)

Used consistently, Rankpeak supports outcomes that matter beyond vanity SEO metrics:

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Higher conversion rate from referral sources
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Better engagement on pages that attract links
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Clearer understanding of which link building efforts produce measurable website traffic
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A healthier backlink profile over time (fewer distractions from low-value links)

If you want a cleaner workflow to check backlinks google analytics and connect links to business outcomes, set aside 30 minutes this week to map your top referral sources, then replicate the process inside Rankpeak and compare how quickly you reach an action plan. Try Rankpeak with your current GA4 referral data and build a simple monthly backlink review checklist you can actually maintain.

Rankpeak Features

Rankpeak website screenshot - check backlinks google analytics
Screenshot of Rankpeak

Teams using Rankpeak to check backlinks google analytics typically care about features that reduce analysis time and improve decision quality. Key capabilities to look for in this kind of workflow include:

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Referral-focused link analysis: A view that emphasizes links that send website traffic, not just links that exist.
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Landing page context: The ability to connect referral sources to landing pages and on-site user behavior.
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Prioritization cues: Ways to sort or flag links by quality, relevance, and potential business impact.
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Workflow notes and tracking: Lightweight tracking so you remember why a domain mattered and what you did about it.
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Reporting that’s readable: Summaries that help you explain outcomes to stakeholders without drowning in SEO metrics.

When you check backlinks google analytics, these features matter because they keep the focus on outcomes: engagement, conversions, and sustainable link building—rather than raw counts.

Ahrefs website screenshot - check backlinks google analytics
Screenshot of Ahrefs

If you frequently check backlinks google analytics but also need a deep backlink index for competitive research, Ahrefs is often used by agencies and experienced SEO practitioners because it’s built for large-scale backlink profile exploration.

Where Ahrefs fits with Google Analytics

A practical way to check backlinks google analytics and use Ahrefs together is:

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Use GA4 to identify which referral sources drive engaged sessions and conversions.
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Use Ahrefs to find additional links that exist but aren’t sending traffic yet (opportunities), and to evaluate domain authority-like signals, anchor text patterns, and link velocity.

Long-term strategy use case

For long-term backlink strategy, Ahrefs is helpful for:

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Tracking link growth over months
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Identifying content that earns quality backlinks
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Finding broken link opportunities

Even if you check backlinks google analytics weekly, a monthly Ahrefs review can reveal gaps GA can’t show (links with zero clicks, no-referrer traffic, or links blocked by privacy settings).

Ahrefs Features

Ahrefs website screenshot - check backlinks google analytics
Screenshot of Ahrefs

When you check backlinks google analytics and then validate in Ahrefs, these features are commonly used:

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Backlink index & referring domains: Broad coverage for link analysis.
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Anchor text reporting: Understand how sites describe your pages.
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New/lost backlinks: Monitor link churn over time.
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Content Explorer: Find topics that attract links in your niche.
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Competitor backlink gap: Identify domains linking to competitors but not you.

This complements check backlinks google analytics by adding the “links that exist” layer to the “links that send traffic” layer.

SEMrush website screenshot - check backlinks google analytics
Screenshot of SEMrush

Marketing teams that check backlinks google analytics as part of a broader growth program often use SEMrush because it combines backlink analytics with keyword research, site audits, and competitive insights.

How SEMrush complements GA4 referral reporting

When you check backlinks google analytics, you learn which referral sources are driving traffic sources performance. SEMrush can add:

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Toxic link indicators (use cautiously; always review manually)
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Competitive backlink comparisons
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Link building outreach workflows

Comparison with other SEO metrics

A useful habit is to compare backlink changes to on-page and technical changes:

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If backlinks increase but organic search doesn’t move, look at on-page relevance and internal linking.
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If referral traffic rises but conversions fall, review user experience and landing page clarity.

This is the kind of cross-metric thinking you should apply every time you check backlinks google analytics.

SEMrush Features

SEMrush website screenshot - check backlinks google analytics
Screenshot of SEMrush

Common SEMrush features used alongside check backlinks google analytics include:

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Backlink Analytics: Referring domains, anchors, link types.
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Backlink Audit: Review potentially risky links (treat as a review queue, not an automatic verdict).
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Link Building Tool: Prospecting and outreach tracking.
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Position Tracking: Tie link building to search engine ranking movement.
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Site Audit: Technical SEO checks that can limit the impact of quality backlinks.

Used well, SEMrush helps you connect what you see when you check backlinks google analytics to broader SEO metrics and execution.

Moz Pro website screenshot - check backlinks google analytics
Screenshot of Moz Pro

Moz Pro is often chosen by small to medium businesses that want a structured SEO toolkit without the steepest learning curve. If you check backlinks google analytics and want a second opinion on link quality and domain-level strength, Moz’s metrics and reporting can be a practical complement.

UX and conversion angle

A good workflow is to check backlinks google analytics for referral sources that send engaged traffic, then use Moz to understand whether those links are part of a broader authority pattern (e.g., multiple relevant sites in your niche linking over time). That helps you decide whether to invest in content upgrades, partnerships, or localized link building.

For location-based businesses, combine:

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Local citations and chamber/association links
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Local PR links
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Community sponsorship links

Then check backlinks google analytics to confirm those links send real traffic and not just “SEO value.”

Moz Pro Features

Moz Pro website screenshot - check backlinks google analytics
Screenshot of Moz Pro

Moz Pro features commonly used after you check backlinks google analytics include:

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Link Explorer: Explore backlink profile and linking domains.
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Spam Score (indicator): A starting point for manual review.
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Domain-level metrics: Helpful for quick comparisons.
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Campaign tracking: Monitor SEO metrics over time.

The practical benefit is using Moz to add context to what you see when you check backlinks google analytics—especially for teams that want clear reporting.

Majestic is often used by specialists who want deep link intelligence and proprietary metrics. If you check backlinks google analytics and then need to understand link neighborhoods, topical relevance, and historical link patterns, Majestic can provide a different lens than generalist suites.

When Majestic is especially useful

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Auditing a complex backlink profile after a migration
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Investigating sudden referral spikes you noticed when you check backlinks google analytics
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Evaluating topical trust signals for niche industries

Because Majestic is link-centric, it’s usually paired with GA4 for website traffic and conversion tracking context.

Majestic Features

Majestic features that complement check backlinks google analytics include:

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Trust Flow & Citation Flow: Signals for link quality and quantity patterns.
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Topical Trust Flow: Category-based relevance for link analysis.
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Historic vs Fresh indexes: Understand long-term vs recent link changes.
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Clique Hunter: Find shared linking domains among competitors.

Use GA4 to check backlinks google analytics for actual referral performance, then use Majestic to understand the broader link graph behind those referrals.

Ubersuggest is often used by individuals and small businesses new to SEO who want approachable reporting. If you check backlinks google analytics and want a simpler way to explore backlinks and basic competitive insights, Ubersuggest can fill that gap without requiring an agency-style workflow.

A simple beginner workflow

1. check backlinks google analytics to find your top referral sources.
2. Use Ubersuggest to see the linking pages and anchor text.
3. Improve the landing page experience for those referrals.
4. Create one related piece of content designed to earn similar links.

This keeps the focus on quality backlinks that produce measurable website traffic.

Ubersuggest Features

Ubersuggest features commonly used alongside check backlinks google analytics include:

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Backlinks overview: Referring domains and new/lost links.
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Competitor research: Basic backlink and keyword comparisons.
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Content ideas: Topics that may attract links.
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Site audit: Surface technical issues that reduce link value.

It’s a straightforward companion when you check backlinks google analytics and want quick next steps.

Serpstat is often considered by teams that want a budget-friendly all-in-one SEO platform. If you check backlinks google analytics regularly but also need rank tracking and competitor research without paying for multiple tools, Serpstat can be a practical consolidation.

How to use Serpstat with GA4

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Use GA4 to check backlinks google analytics for referral sources and conversion outcomes.
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Use Serpstat to explore backlink profile breadth, competitor links, and anchor distribution.
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Compare link building efforts to organic search movement and site performance.

More teams are moving away from “count links” and toward “measure outcomes.” The habit to build is:

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check backlinks google analytics → identify links that send engaged users
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prioritize content and partnerships that replicate those outcomes

This is where combining web analytics with backlink tools becomes a long-term advantage.

Serpstat Features

Serpstat features that pair well with check backlinks google analytics include:

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Backlink analysis: Referring domains, anchors, link types.
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Competitor research: Identify link opportunities and content gaps.
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Rank tracking: Connect link building to search engine ranking changes.
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Site audit: Technical checks that can limit the benefit of quality backlinks.

If you already check backlinks google analytics for referral performance, Serpstat can add the broader SEO toolkit layer without changing your core measurement approach.