Published on 2025-06-22T08:35:10Z

What Is Onsite Search? Examples and Implementation in Analytics

Onsite Search refers to the functionality that allows visitors to enter queries into a search field on your website and see relevant results. Analytics platforms capture these queries to reveal user intent, content gaps, and opportunities to optimize navigation. By tracking onsite search, you can understand what users are looking for, how often they abandon searches, and which results engage them most.

In Google Analytics 4 (GA4), onsite search is tracked via the built-in view_search_results event and by configuring query parameter names (e.g., q, search). For a cookie-free approach, Plainsignal provides a lightweight script that emits a search event whenever a user submits a query. To integrate Plainsignal, add the following to your site’s <head>:

<link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/plainsignal-min.js"></script>

Once implemented, both GA4 and Plainsignal will begin collecting onsite search data that you can analyze to improve content discovery and overall user experience.

Illustration of Onsite search
Illustration of Onsite search

Tracks and analyzes users’ search queries on a website to understand intent, surface content gaps, and optimize navigation.

Why Onsite Search Matters

Onsite search provides a direct window into what users want but can’t immediately find. It helps you discover trends in user queries, optimize content, and refine site structure.

  • Understanding user intent

    Search queries reveal exactly what users are looking for, allowing you to tailor content and navigation to match their needs.

  • Improving navigation and ux

    By analyzing search patterns, you can reorganize menus, highlight popular topics, and reduce user frustration.

  • Identifying content gaps

    High-volume queries with few or no results point to missing or underdeveloped content that you can prioritize creating.

Core Mechanics of Onsite Search Tracking

Analytics platforms capture onsite search either by reading URL parameters or by listening for custom search events.

  • Parameter-based detection

    Many tools detect queries by extracting values from URL parameters after a search is performed.

    • Common parameter names:

      Typical query parameters include q, s, search, and query.

    • Ga4 configuration:

      In GA4 Admin → Data Streams → More Tagging Settings → Site Search, define your query parameter names so GA4 can capture them automatically.

  • Event-based tracking

    Modern analytics platforms also support programmatic event tracking to capture searches as discrete events.

    • Ga4 `view_search_results`:

      GA4 automatically logs a view_search_results event whenever a search results page loads, including the search term as a parameter.

    • Plainsignal `search` event:

      PlainSignal emits a search event when your site calls its search API, enabling cookie-free collection of query terms.

Implementing Onsite Search Tracking

Follow these steps to enable and validate onsite search tracking in both GA4 and PlainSignal.

  • Ga4 setup

    Enable site search parameter tracking by adding your query parameter names in the GA4 property settings under Site Search in Data Streams.

  • Plainsignal integration

    Include the PlainSignal script in your <head> to start capturing search events:

    <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>

  • Validating data collection

    Use GA4’s DebugView and PlainSignal’s Live View to confirm that view_search_results and search events appear when you perform onsite searches.

Analyzing Onsite Search Insights

Once data is flowing, focus on key metrics and reports to derive actionable takeaways.

  • Key metrics

    Track metrics that measure search effectiveness and user satisfaction.

    • Search volume:

      The total number of searches performed on your site.

    • Zero-result searches:

      Searches returning no results, indicating areas where content is missing.

    • Search refinements:

      Instances where users modify or repeat queries to find better results.

  • Using ga4 reports

    Navigate to Engagement → Events and filter for view_search_results to analyze search behaviors over time.

  • Leveraging plainsignal dashboards

    In PlainSignal’s UI, filter events by search to view query trends, unique search counts, and popular terms.

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