To gain insights into the organic search queries directing users to your website, which platform should you connect with Google Analytics?

Connecting Google Analytics with Search Console is essential for gaining insights into the organic search queries that direct users to your website. Search Console provides data such as the search terms that lead to impressions and clicks on your site, as well as information about your site's performance in search results. By linking Search Console to Google Analytics, you can analyze this data directly within the Analytics interface. This allows you to track user behavior after they arrive on your site from organic search and measure the effectiveness of your SEO efforts.

The other options serve different purposes. AdWords, now known as Google Ads, is primarily focused on paid advertising campaigns and does not provide information about organic search queries. Tag Manager is a tool for deploying marketing tags on your website without needing to modify the code each time but does not provide SEO insights on its own. Optimize is a tool designed for A/B testing and personalization, focusing on improving user experience or conversion rates rather than tracking organic search performance. Thus, connecting Search Console with Google Analytics is the most appropriate choice for understanding the organic search traffic to your website.