The current Google Analytics account had been set-up by another party and we are looking at bringing this in-house. Losing historical data isn't a concern since this can be exported and referenced via other tool sets such as Microsoft Excel.

There is however a concern whether the set-up of a new account account with a new tracking ID will impact the current SEO standing.

Will this also require the set-up and configuration of the new webmaster tools?

Are there any considerations that need to taken on-board when undertaking this exercise?


Google Analytics has no effect on SEO at all, as confirmed by Google multiple times (example).

Regarding Webmaster Tools: if you set up a new GA account then yes, you will need to link the new account with your existing GWT account if you have one. As far as I know there are no ramifications from doing this.

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  • Thanks. When you say you may even have historical GWT data in your GA account, do you mean to say there is the ability to migrate the old GWT data to the new? If so, is there a resource that outlines the process? – Motivated Jan 7 '16 at 23:33
  • When you link GWT and GA, Analytics has a page for search queries that takes data from your GWT account. If your GWT account is, say, 2 years old, GA can see all that data. So it should show it in your GA account (but I don't know for definite, sorry). – DisgruntledGoat Jan 7 '16 at 23:58
  • Apologies. I don't quite follow since the new GWT account has yet to be set-up. I would imagine that the new analytic account would need to be linked with the new GWT account and not the old. – Motivated Jan 8 '16 at 0:28
  • Sorry I misunderstood. If you don't already have a GWT account then ignore that part. – DisgruntledGoat Jan 8 '16 at 0:52

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