Web Analytics Agent Skill

Web Analytics Agent Skill

Skill by ara.so — Data Skills collection.

This skill enables AI agents to perform comprehensive SEO automation and traffic analysis by integrating Google Search Console (GSC), Google Analytics 4 (GA4), and Bing Webmaster Tools APIs. It provides autonomous keyword research, traffic diagnosis, and cross-platform search performance monitoring.

What This Project Does

Web Analytics Agent Skill is a Python-based automation toolkit that:

• Fetches indexing status, keyword rankings, clicks, and impressions from Google Search Console
• Retrieves user sessions, bounce rates, and traffic sources from Google Analytics 4
• Pulls search statistics from Bing Webmaster Tools for cross-engine comparison
• Generates structured reports combining data from all three platforms
• Supports OAuth 2.0 for Google services and API key auth for Bing

Installation

1. Clone and Set Up Environment

# Clone the repository
git clone https://github.com/SeoToolkit/web-analytics-agent-skill.git
cd web-analytics-agent-skill

# Create virtual environment
python3 -m venv .venv
source .venv/bin/activate

# Install dependencies
pip install -r requirements.txt

2. Configure Authentication

Bing Webmaster Tools Setup

1. Visit Bing Webmaster Tools
2. Navigate to Settings (gear icon) → API Access → API Key
3. Generate and copy your API key

Google Search Console & GA4 Setup

1. Go to Google Cloud Console
2. Create a new project
3. Enable Google Search Console API and Google Analytics Data API
4. Configure OAuth consent screen:
   • Choose "External" type
   • Add your email as a test user
   • Add scopes: https://www.googleapis.com/auth/webmasters.readonly and https://www.googleapis.com/auth/analytics.readonly
5. Create OAuth 2.0 credentials:
   • Go to Credentials → Create Credentials → OAuth client ID
   • Select "Desktop app"
   • Download the JSON file
   • Rename it to client_secret.json and place in project root

3. Environment Configuration

Create .env file in project root:

# Bing Webmaster Tools
BING_API_KEY=${BING_API_KEY}
BING_SITE_URL=https://yourdomain.com

# Google Search Console
GSC_SITE_URL=sc-domain:yourdomain.com
SITE_LAUNCH_DATE=2024-01-01

# Google Analytics 4 (comma-separated for multiple properties)
GA4_PROPERTIES=123456789=MainSite,987654321=BlogSite

Important Notes:

• GSC_SITE_URL format: Use sc-domain:example.com for domain properties or https://example.com/ for URL-prefix properties
• GA4_PROPERTIES format: PropertyID=Label (find Property ID in GA4 Admin → Property Settings)
• The Google account used for OAuth must have read access to both GSC and GA4 properties

Key Commands

Unified Analysis Script

Run all analytics tools sequentially:

./run_all.sh

This script automatically:

1. Activates virtual environment
2. Checks and installs dependencies
3. Runs Google authorization (if needed)
4. Executes GSC, GA4, and Bing analysis scripts
5. Outputs combined reports

Individual Scripts

Run specific analysis tools:

# Activate environment first
source .venv/bin/activate

# Google OAuth authorization (run once or when token expires)
python3 scripts/auth_google.py

# Google Search Console analysis
python3 scripts/analyze_gsc.py

# Google Analytics 4 data
python3 scripts/ga4_both.py

# Bing Webmaster Tools
python3 scripts/bing_webmaster.py

Python API Usage

Google Search Console

from google.oauth2.credentials import Credentials
from googleapiclient.discovery import build
import os
from datetime import datetime, timedelta

# Load credentials
creds = Credentials.from_authorized_user_file('token.json')
service = build('searchconsole', 'v1', credentials=creds)

# Define date range
end_date = datetime.now().date()
start_date = end_date - timedelta(days=7)

# Query search analytics
request = {
    'startDate': start_date.isoformat(),
    'endDate': end_date.isoformat(),
    'dimensions': ['query', 'page'],
    'rowLimit': 100,
    'startRow': 0
}

site_url = os.getenv('GSC_SITE_URL')
response = service.searchanalytics().query(
    siteUrl=site_url,
    body=request
).execute()

# Process results
for row in response.get('rows', []):
    query = row['keys'][0]
    page = row['keys'][1]
    clicks = row['clicks']
    impressions = row['impressions']
    ctr = row['ctr']
    position = row['position']
    
    print(f"Query: {query}")
    print(f"  Page: {page}")
    print(f"  Clicks: {clicks}, Impressions: {impressions}")
    print(f"  CTR: {ctr:.2%}, Position: {position:.1f}\n")

Google Analytics 4

from google.analytics.data_v1beta import BetaAnalyticsDataClient
from google.analytics.data_v1beta.types import (
    DateRange,
    Dimension,
    Metric,
    RunReportRequest,
)
from google.oauth2.credentials import Credentials
import os

# Load credentials
creds = Credentials.from_authorized_user_file('token.json')
client = BetaAnalyticsDataClient(credentials=creds)

# Parse property ID
ga4_props = os.getenv('GA4_PROPERTIES', '').split(',')
property_id, label = ga4_props[0].split('=')

# Build report request
request = RunReportRequest(
    property=f"properties/{property_id}",
    date_ranges=[DateRange(start_date="7daysAgo", end_date="today")],
    dimensions=[
        Dimension(name="sessionSource"),
        Dimension(name="sessionMedium")
    ],
    metrics=[
        Metric(name="sessions"),
        Metric(name="activeUsers"),
        Metric(name="bounceRate"),
        Metric(name="averageSessionDuration")
    ],
)

# Execute request
response = client.run_report(request)

# Process results
for row in response.rows:
    source = row.dimension_values[0].value
    medium = row.dimension_values[1].value
    sessions = row.metric_values[0].value
    users = row.metric_values[1].value
    bounce = row.metric_values[2].value
    duration = row.metric_values[3].value
    
    print(f"Source/Medium: {source}/{medium}")
    print(f"  Sessions: {sessions}, Users: {users}")
    print(f"  Bounce Rate: {float(bounce):.2%}")
    print(f"  Avg Duration: {float(duration):.1f}s\n")

Bing Webmaster Tools

import requests
import os
from datetime import datetime, timedelta

api_key = os.getenv('BING_API_KEY')
site_url = os.getenv('BING_SITE_URL')

# Calculate date range
end_date = datetime.now().date()
start_date = end_date - timedelta(days=7)

# Query stats endpoint
base_url = "https://ssl.bing.com/webmaster/api.svc/json/GetQueryStats"
params = {
    'siteUrl': site_url,
    'query': '',  # Empty for all queries
    'startDate': start_date.isoformat(),
    'endDate': end_date.isoformat()
}

headers = {
    'Authorization': f'Bearer {api_key}',
    'Content-Type': 'application/json'
}

response = requests.get(base_url, params=params, headers=headers)
data = response.json()

# Process results
for item in data.get('d', []):
    query = item.get('Query')
    clicks = item.get('Clicks')
    impressions = item.get('Impressions')
    avg_position = item.get('AvgPosition')
    
    print(f"Query: {query}")
    print(f"  Clicks: {clicks}, Impressions: {impressions}")
    print(f"  Avg Position: {avg_position:.1f}\n")

Common Patterns

Cross-Platform Keyword Comparison

# Fetch keyword data from both GSC and Bing
gsc_keywords = fetch_gsc_keywords(start_date, end_date)
bing_keywords = fetch_bing_keywords(start_date, end_date)

# Create comparison dictionary
comparison = {}
for kw in gsc_keywords:
    query = kw['query']
    comparison[query] = {
        'google': {
            'clicks': kw['clicks'],
            'position': kw['position']
        },
        'bing': {'clicks': 0, 'position': None}
    }

for kw in bing_keywords:
    query = kw['query']
    if query in comparison:
        comparison[query]['bing'] = {
            'clicks': kw['clicks'],
            'position': kw['position']
        }
    else:
        comparison[query] = {
            'google': {'clicks': 0, 'position': None},
            'bing': {
                'clicks': kw['clicks'],
                'position': kw['position']
            }
        }

# Identify opportunities
for query, data in comparison.items():
    google_clicks = data['google']['clicks']
    bing_clicks = data['bing']['clicks']
    
    if bing_clicks > google_clicks * 1.5:
        print(f"⚡ Opportunity: '{query}' performs better on Bing")

Traffic Source Attribution

# Combine GA4 session data with GSC landing pages
ga4_sessions = fetch_ga4_traffic_sources()
gsc_pages = fetch_gsc_top_pages()

# Map landing pages to traffic sources
attribution = {}
for page_data in gsc_pages:
    page = page_data['page']
    organic_clicks = page_data['clicks']
    
    # Find corresponding GA4 sessions
    ga4_match = next(
        (s for s in ga4_sessions if page in s.get('landingPage', '')),
        None
    )
    
    if ga4_match:
        attribution[page] = {
            'organic_clicks': organic_clicks,
            'total_sessions': ga4_match['sessions'],
            'bounce_rate': ga4_match['bounceRate'],
            'conversion_rate': ga4_match.get('conversionRate', 0)
        }

Automated Weekly Reporting

from datetime import datetime, timedelta
import json

def generate_weekly_report():
    end_date = datetime.now().date()
    start_date = end_date - timedelta(days=7)
    
    report = {
        'period': {
            'start': start_date.isoformat(),
            'end': end_date.isoformat()
        },
        'google': {
            'search_console': fetch_gsc_summary(start_date, end_date),
            'analytics': fetch_ga4_summary(start_date, end_date)
        },
        'bing': fetch_bing_summary(start_date, end_date)
    }
    
    # Save report
    report_path = f"reports/weekly_{end_date.isoformat()}.json"
    with open(report_path, 'w') as f:
        json.dump(report, f, indent=2)
    
    return report_path

Troubleshooting

403 Permission Errors (Google APIs)

Problem: HttpError 403: User does not have sufficient permissions

Solution:

1. Verify the Google account has "Owner" or "Full User" role in GSC/GA4
2. Re-run authentication: python3 scripts/auth_google.py
3. During OAuth consent, ensure you check all permission boxes
4. Check OAuth scopes in client_secret.json match required permissions
5. If using a service account, ensure it's added as a user in GSC/GA4 properties

Token Expiration

Problem: RefreshError: invalid_grant

Solution:

# Delete expired token
rm token.json

# Re-authenticate
python3 scripts/auth_google.py

Bing API Rate Limits

Problem: 429 Too Many Requests

Solution:

• Bing Webmaster API has a limit of ~10,000 calls/day
• Implement exponential backoff:

import time
from requests.exceptions import HTTPError

def bing_api_call_with_retry(url, headers, max_retries=3):
    for attempt in range(max_retries):
        try:
            response = requests.get(url, headers=headers)
            response.raise_for_status()
            return response.json()
        except HTTPError as e:
            if e.response.status_code == 429:
                wait_time = 2 ** attempt
                print(f"Rate limited. Waiting {wait_time}s...")
                time.sleep(wait_time)
            else:
                raise
    raise Exception("Max retries exceeded")

Missing GA4 Property ID

Problem: Cannot find GA4 Property ID

Solution:

1. Log in to Google Analytics
2. Click Admin (gear icon, bottom left)
3. Select your property
4. Go to Property Settings
5. Copy the numeric Property ID (e.g., 123456789)

GSC Domain vs URL-Prefix Properties

Problem: Site URL format confusion

Solution:

• Domain property: Use sc-domain:example.com (requires DNS verification)
• URL-prefix property: Use https://example.com/ (note trailing slash)
• Check your exact property URL in Google Search Console

Virtual Environment Issues

Problem: Command not found or import errors

Solution:

# Ensure virtual environment is activated
source .venv/bin/activate

# Verify Python version (requires 3.7+)
python3 --version

# Reinstall dependencies
pip install --upgrade -r requirements.txt

Configuration Reference

Required Files

• .env: Environment variables (API keys, site URLs)
• client_secret.json: Google OAuth 2.0 credentials (downloaded from Cloud Console)
• token.json: Auto-generated OAuth access token (created on first run)

Environment Variables

OAuth Scopes

The client_secret.json must include these scopes:

• https://www.googleapis.com/auth/webmasters.readonly (GSC read access)
• https://www.googleapis.com/auth/analytics.readonly (GA4 read access)

Output Formats

All scripts output structured text reports. Example output structure:

=== Google Search Console Report ===
Period: 2024-01-01 to 2024-01-07
Total Clicks: 1,234
Total Impressions: 45,678
Average CTR: 2.7%
Average Position: 12.3

Top Keywords:
1. "example keyword" - 234 clicks, Pos 5.2
2. "another query" - 189 clicks, Pos 8.7
...

=== Google Analytics 4 Report ===
Property: example.com (123456789)
Sessions: 3,456
Active Users: 2,890
Bounce Rate: 45.2%
Avg Session Duration: 125.3s

Traffic Sources:
1. google/organic - 1,234 sessions
2. direct/none - 890 sessions
...

=== Bing Webmaster Report ===
Period: 2024-01-01 to 2024-01-07
Total Clicks: 456
Total Impressions: 12,345
Average Position: 15.7

Top Queries:
1. "bing keyword" - 78 clicks, Pos 11.2
2. "another term" - 56 clicks, Pos 18.5
...