Webmaster Tools require you to embed HTML into your site. This HTML file is provided once you setup your website on Google Webmaster Tools. You will need to have access to your web server via FTP and place it on the website root directory. Basically, Google needs to “crawl” your site to take advantage of this tool.
Google Webmaster Tools work great in conjunction with Analytics because Webmaster Tools can provide you more detailed information on how people are finding you. It can also point you to issues and problems with your site, such as any broken links or missing pages called “404 Not Found” errors.
The biggest advantage of using Google Webmaster Tools for business is seeing how customers find you online. It provides data on the number of ad impressions or page views generated from search engines. You can also see the click through rates (CTR) from Google to your site.
In short, Google Webmaster Tools gives you the data you need to analyze how people are finding you and what’s driving traffic to your website, while Google Analytics can give you the data on who the visitors are and how they behave once they arrive on your site.
This kind of knowledge is powerful for your business and we encourage taking advantage of these free tools.