How to read this page: Start with the KPIs to confirm the site is trending in the right direction. The trend chart shows whether leads grow in proportion to traffic — a widening gap is the key signal. The channel bar shows your traffic mix, and the top-pages table reveals which content actually converts.
Sessions
—
Total site visits in the period. GA4 metric: Sessions. One user can create multiple sessions.
Users
—
Unique visitors. GA4 metric: Total Users. More stable than sessions for measuring audience growth.
Leads
—
Primary lead events (e.g. form fills). GA4 metric: Key Events or Event Count filtered by event name.
Lead Rate
—
Leads ÷ Sessions. Calculated field in Looker Studio. A drop signals traffic quality or UX issues.
Avg. Session Duration
—
Mean active time per session. GA4 metric: Average Session Duration. Under 30s often signals poor content-audience fit.
Sessions & Leads Over Time
Watch whether leads grow in proportion to traffic. A widening gap (sessions up, conversions flat) signals traffic quality change or conversion friction. GA4 dimensions: Date. Metrics: Sessions + Key Events.
Sessions by Channel
Traffic volume by source. GA4 dimension: Session Default Channel Group. Shows scale — always pair with Engagement Rate to assess quality.
Device Split
Session share by device type. GA4 dimension: Device Category. Verify conversion rate by device — traffic split and conversion split rarely match.
Top Landing Pages by Lead Rate (min. 50 sessions)
Most persuasive pages filtered for statistical reliability. GA4 dimension: Landing Page. High lead-rate pages with low traffic are growth levers — promote them.
Page
Sessions
Leads
Lead Rate
Avg Duration
📊 GA4
Volume ≠ Quality: A channel sending 2,000 sessions at 40% engagement is worth more than one sending 5,000 at 20%. Use the paired charts on each tab — volume on the left, quality on the right — before drawing conclusions about any channel.
Sessions
—
Total visits in the period. GA4: Sessions.
Users
—
Unique visitors. GA4: Total Users.
New Users
—
First-time visitors. GA4: New Users. A growing share signals expanding awareness.
Engagement Rate
—
Sessions with 10s+ active time, a conversion, or 2+ page views. GA4: Engagement Rate.
Sessions by Channel
Volume view. GA4 dimension: Session Default Channel Group. Metric: Sessions. Which sources send the most visitors.
Engagement Rate by Channel
Quality view. GA4 metric: Engagement Rate by channel. A channel with many sessions but low engagement is sending irrelevant traffic.
Full Channel Breakdown — click any column to sort
Sort by Eng. Rate to find channels with disengaged traffic. Sort by Conv. Rate to find most efficient acquisition channels.
Channel
Sessions
Users
New Users
Eng. Rate
Avg Duration
Leads
Lead Rate
Sessions by Country — Top 10
Geographic traffic distribution. GA4 dimension: Country. Unexpected markets may indicate off-target content or bot traffic.
Engagement Rate by Country
Which markets engage most with the site. Low engagement in a priority market is a content relevance or localisation signal.
Country Performance — click any column to sort
Sort by Conv. Rate to identify highest-converting markets. High-engagement markets outside the primary focus may indicate untapped demand.
Country
Sessions
Users
Eng. Rate
Avg Duration
Leads
Lead Rate
Session Split by Device
GA4 dimension: Device Category. Compare this share to conversion rate by device — they almost never match proportionally.
Engagement Rate by Device
If mobile engagement is significantly below desktop this is a UX or page speed issue, not a content problem.
Device Performance — click any column to sort
Sort by Conv. Rate to find which device converts best. Large gaps between devices are actionable UX priorities.
Device
Sessions
Eng. Rate
Avg Duration
Leads
Lead Rate
📊 GA4
Key tension to spot: The Volume chart and the Conv. Rate chart will not rank channels the same way — and that gap is the insight. The channel with the most leads is not necessarily your most efficient channel. Knowing this shapes budget allocation decisions.
Total Leads
—
All lead events (form fills) in the period. GA4: Key Events count (set up as conversion in GA4 admin).
Overall Lead Rate
—
Site-wide lead rate. Calculated field: Key Events ÷ Sessions. A drop signals traffic quality or friction.
Top Channel by Leads
—
by volume
Highest absolute lead source. Compare with Lead Rate chart to distinguish volume from quality.
Leads by Channel — Volume
Which channels produce the most conversions in absolute terms. GA4: Key Events by Session Default Channel Group.
Lead Rate by Channel — Quality
These two charts will not rank channels the same way. That gap is the key insight — a channel can send few sessions but convert at 2× the rate.
Channel Lead Performance — click any column to sort
Sort by Conv. Rate to find most efficient channels. High sessions + low conversions = qualification or landing page mismatch.
Channel
Sessions
Leads
Lead Rate
Avg Duration
Leads by Country
Which markets produce the most conversions. Shows where commercial demand actually sits regardless of traffic share.
Lead Rate by Country
Quality by geography. High-traffic markets with low lead rates may need localised content or dedicated landing pages.
Country Lead Performance — click any column to sort
Sort by Conv. Rate to identify your highest-converting markets. These warrant dedicated content investment.
Country
Sessions
Leads
Lead Rate
Leads by Device
Absolute conversion volume by device. Calculated in Looker Studio by applying Key Events metric with Device Category dimension.
Lead Rate by Device
If mobile lead rate is significantly below desktop, users may be researching on mobile but converting on desktop — a known multi-device behaviour.
Device Lead Performance — click any column to sort
Significant conv. rate gaps between devices are worth investigating — check whether the form or CTA renders correctly on all devices.
Device
Sessions
Leads
Lead Rate
Avg Duration
📊 GA4
The two-chart insight: The sessions ranking and the conv. rate ranking will look different — intentionally. High-traffic / low-CVR pages are your biggest optimisation opportunities. High-CVR / low-traffic pages are hidden winners: promote them and you get leads for free.
Top 10 Pages by Sessions
Highest-traffic entry points. GA4 dimension: Landing Page. High-traffic pages with low lead rates are top optimisation opportunities.
Top 10 Pages by Lead Rate (min. 50 sessions)
Most persuasive pages filtered for reliability. Pages here but not in the sessions chart are hidden winners — promote them.
Full Landing Page Performance — click any column to sort
Sort by Conv. Rate to find conversion champions. Download CVR distinguishes research-mode pages from commercial ones.
Page
Sessions
Users
Leads
Lead Rate
Download CVR
Eng. Rate
Avg Duration
🔍 Search Console
How to read this page: Impressions = how visible you are in search. Clicks = how compelling your snippet is. A high-impression / low-CTR query means Google is showing you but searchers aren't choosing you. The fix is usually a better title tag and meta description — not new content.
Clicks
—
Organic search visits from Google. GSC native metric: Clicks.
Impressions
—
Times pages appeared in Google results. GSC native metric: Impressions. High impressions + low clicks = fix snippets.
Avg. CTR
—
Clicks ÷ Impressions. GSC native metric: CTR. Benchmark: ~25% at position 1, ~8% at position 5.
Avg. Position
—
Mean ranking across all queries. GSC native metric: Average Position. Lower = better. Rising number = ranking losses.
Clicks & Impressions Over Time
The gap between bars (impressions) and line (clicks) is your overall CTR trend. Impressions growing faster than clicks = visibility improving but snippets not compelling enough. GSC metrics: Clicks + Impressions by Date.
Queries — Top 20 by Clicks · 🟢 pos 1–3 · 🟡 pos 4–10 · 🔴 pos 11+ — click to sort
Sort by Impressions to find high-visibility queries with low CTR — these are quick wins with a title/meta fix. GSC dimension: Query. Metrics: Clicks, Impressions, CTR, Average Position.
Query
Clicks
Impressions
CTR
Avg Position
🔍 Search Console
Why device matters for SEO: Google maintains separate rankings for mobile and desktop. If mobile position is significantly worse than desktop, this is a Core Web Vitals or page speed issue — not a content problem. Fix the technical side first before investing in more content.
Clicks by Device
Organic search traffic by device. GSC dimension: Device. Compare click share vs impression share per device — a gap reveals CTR differences.
Impressions by Device
Search visibility by device. High impressions with low clicks on a device means the snippet isn't working for that audience.
Avg. Position by Device
Google maintains separate mobile and desktop rankings. A worse mobile position than desktop is a technical SEO signal — Core Web Vitals or mobile UX.
Device Search Performance — click any column to sort
Full comparison. A large gap between mobile and desktop CTR often points to title length issues — Google truncates longer titles on mobile.
Device
Clicks
Impressions
CTR
Avg Position
Organic Clicks by Country — Top 10
Where organic search traffic originates. GSC dimension: Country. Unexpected markets may indicate ranking for off-target queries in those regions.
CTR by Country
Which markets click search results most. Low CTR in a priority market may mean page titles aren't resonating locally.
Country Search Performance — click any column to sort
Sort by CTR to find markets where snippets perform best. Sort by Impressions to find markets with visibility but low engagement.
Country
Clicks
Impressions
CTR
Avg Position
🔍 Search Console
Clicks vs. Impressions gap = opportunity: Pages with high impressions but low clicks are ranking but not earning the click. This means the search snippet (title tag + meta description) is the bottleneck — a quick copy fix, not a content rebuild. These are among the fastest SEO wins available.
Organic Clicks by Page
Pages earning the most search traffic. GSC dimension: Page. Protect high-click pages — avoid major content changes without first checking their rankings.
Impressions by Page (untapped reach)
Pages visible in search but not earning clicks. Compare to clicks chart — pages here but not there are CTR optimisation targets.
Organic Performance by Page — click any column to sort
Sort by Impressions to find pages with high visibility but low CTR. Sort by Position to find pages close to page 1 (pos 8–15) — a content improvement could double traffic.
Page
Clicks
Impressions
CTR
Avg Position
📊 GA4
Engagement Rate vs. old Bounce Rate: GA4 replaced bounce rate with Engagement Rate. A session is "engaged" if it lasts 10+ seconds, includes a conversion, or views 2+ pages. This is a stricter and more meaningful quality signal — a 60% engagement rate means 60% of visitors were genuinely active.
Avg. Session Duration
—
Mean active time per session. GA4: Average Session Duration. Only counts active-tab time.
Engagement Rate
—
GA4's replacement for bounce rate. Engaged = 10s+ active, or conversion, or 2+ page views.
Engaged Sessions
—
Absolute count of quality sessions. GA4: Engaged Sessions.
Avg. Session Duration by Channel (seconds)
Which channels deliver visitors who stay. GA4 metric: Average Session Duration by channel. Very short durations signal a mismatch between channel promise and page delivery.
Engagement Rate by Channel
Quality filter for traffic mix. GA4: Engagement Rate by channel. Channels below 40% engagement are worth reviewing for audience targeting.
Engagement by Landing Page — click any column to sort
Sort by Eng. Rate to find most immersive pages. Sort by Sessions to find high-traffic pages with low engagement — where you're losing people.
Page
Sessions
Engaged Sessions
Eng. Rate
Avg Duration
📊 GA4
Micro-conversions = intent signals: These events happen before a conversion. They identify visitors who are actively exploring. High CTA clicks on a page that produces few leads = strong intent but friction in the conversion path — investigate the journey from click to form. Requires custom GA4 event tracking.
Downloads
—
total events
File downloads. GA4: Event Count filtered by event name = file_download (auto-tracked with Enhanced Measurement on).
CTA Clicks
—
total events
Primary call-to-action clicks. GA4: Event Count filtered by your custom CTA click event name.
Contact Clicks
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total events
Clicks on phone/email/contact links. GA4: Event Count filtered by contact event name.
File download events by landing page. GA4: file_download event count (auto-tracked with Enhanced Measurement). Product and resource pages should dominate.
CTA Clicks by Page
Primary call-to-action clicks. GA4: custom CTA click event count by page. Low CTA clicks on a high-traffic page = CTA is not visible enough.
Contact Clicks by Page
Phone/email/contact link clicks. GA4: custom contact click event. High contact clicks with few conversions = intent exists but the form is the barrier.
Widget Interactions by Page
Calculator, configurator, or tool engagement. GA4: custom widget event. High widget use correlates with high-consideration visitors.
Interactions by Landing Page — click any column to sort
Compare Download CVR with Conv. Rate: high Download CVR + low Lead Rate = informational page (top of funnel). High CTA Clicks + low conversions = friction in the conversion path.
Page
Sessions
Downloads
DL CVR
CTA Clicks
Contact Clicks
Widgets
📊 GA4
Outbound is not always bad: Intentional outbound (partner links, resources) is a designed user journey. Unintentional outbound from conversion-focused pages is a problem. Check which pages have unexpectedly high outbound rates and audit what links are pulling users away before they convert. GA4 Enhanced Measurement tracks this automatically.
Outbound Clicks
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Clicks to external sites. GA4: Event Count where event = click and outbound = true (Enhanced Measurement).
Social Media Clicks
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Clicks to social profiles. GA4: Event Count filtered to known social domains in the link_url parameter.
Outbound Rate
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outbound / sessions
Calculated field: Outbound Clicks ÷ Sessions. High rate on landing pages may indicate competing links.
Social Rate
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social / sessions
Calculated field: Social Clicks ÷ Sessions. Useful for retargeting audience size estimation.
Outbound Clicks by Page
Clicks leaving to external sites. GA4: click event where outbound = true (Enhanced Measurement). Some outbound is intentional design — flag pages where it's unexpected.
Social Media Clicks by Page
Exits to social profiles. GA4: outbound click events filtered to social domains. Useful for measuring social audience growth from site traffic.
Outbound Activity by Page — click any column to sort
Sort by Outbound Rate to spot pages leaking visitors. Cross-reference with conv. rate — high outbound + low leads = links competing with your conversion path.