Analytics and Reporting Guide for Baidu SEO

Simon Lesser January 17, 2017

Chapter 9

Introduction to Analytics and Reporting for Baidu SEO

One of the most valuable aspects of digital marketing is how everything can be measured and business decisions can be backed up by real data. Collecting the right data and presenting it properly has never been easier. However, due of China’s unique internet environment, reporting and data collection (just like everything else about China SEO) differs from traditional methods outside the country.

Google Analytics

  • Much to the dismay of local netizens, the majority of Google’s services are blocked in China. While Google Analytics tends to be the most stable of all Google services inside the country, the user interface is still not always 100% accessible, and may have temporary periods where it’s unreachable.

Baidu Tongji (Baidu Analytics)

  • The user interface is only available in Simplified Chinese
  • Provides more localized data, and more accurate demographics data

Advertising Report from Baidu Tongji


Visitor location report at the province level


Basic SEO Audit Report in Baidu Tongji

Our Recommendation

For most sites targeting China, we recommend a combination of both Google Analytics and Baidu Tongji. Google Analytics is a superior product in most regards, but Baidu Tongji offers some additional insights for sites in China.


While some believe Google Analytics comes with a potential risk of causing issues for users in China, most believe it’s generally safe to use for sites targeting the mainland. Before going live with any solution, we recommend doing some testing first and keeping an eye on your site’s performance. If you notice an issues, you may want to consider removing Google Analytics from your site.

If you’re already using a solution other than Google Analytics, you will likely not encounter any issues. In this case, you are free to continue using this product for consistency, but may want to consider supplementing it with Baidu Tongji as well.

Search Engine Webmaster Tools

All major search engines in China offer their own webmaster tools as well. Because each search engine can offer unique data and insights on crawling, indexation, and ranking, setting up an account for each one is highly recommended.

Since Baidu Webmaster Tools is such a massive and incredibly useful tool, we’ve dedicated a full chapter to how to use it.


Search Analytics Report in Baidu Webmaster Tools

Learn more in our Baidu Webmaster Tools article

SEO Tools

Tools like Google Analytics, Baidu Tongji, and Baidu Webmaster Tools provide invaluable data about your site. However, using them by themselves only present part of the picture. It’s quite simply impossible to run a successful SEO campaign without tools for tracking rankings, competitor analysis, site audits, tracking backlinks, conducting keyword research and other tasks. That’s where SEO tools come in.

There’s no shortage of SEO tools on the market to choose from. We recommend taking a look at a few to find the one that’s best for your needs. If you’re looking to do SEO in China, however, it’s important to keep in mind that the vast majority of tools do not support Baidu and other Chinese search engines — or even worse, they may advertise support but deliver very inaccurate data and minimal features.

Dragon Metrics

Dragon Metrics is an SEO tool platform designed for global search engines, such as Google, Bing, and Yahoo, but offers many features designed specifically for Baidu in addition. While may tools may add Baidu support as an afterthought, Dragon Metrics offers the deepest support for China SEO of any product on the market.

Some things you can do with Dragon Metrics:

For more information, check out the product tour or try the product free for 30 days.

Continue Reading

Chapter 10 : Universal Search

Continue Reading

Chapter 10 : Universal Search


Chapter 1


Chapter 2

Keyword Research

Chapter 4

Content Marketing

Chapter 5

Link Building

Chapter 6

Mobile SEO

Chapter 8

Social Media

Chapter 9


Chapter 10

Universal Search


  1. Introduction
  2. Keyword Research
  3. Technical / On-Page SEO
  4. Content Marketing
  5. Link Building
  6. Mobile SEO
  7. Baidu Webmaster Tools
  8. Social Media
  9. Reporting
  10. Universal Search