Data Analysis & Performance Tracking — Measure, Learn, Iterate

Analytics Setup

Implement Google Analytics 4 with server-side tagging where possible. Track conversions aligned with your growth model.

Internal: see GSC Setup Tutorial for search data visibility.

Recommended Events

• generate_lead, purchase, begin_checkout
• view_item, view_item_list, select_item
• search, view_search_results

GSC Performance & Coverage

Use the Performance report to track queries, pages, and CTR. Monitor Index Coverage to fix discoverability issues quickly.

KPIs & Reporting

• Organic sessions and click-through rate
• Topical coverage growth across pillar clusters
• Revenue or conversions attributed to organic

Connect to On-Page SEO for content changes and Technical SEO for performance work. Close the loop with Off-Page SEO. For a periodic governance pass, run the SEO Site Audit.

UTM Governance

Standardize UTM parameters to ensure clean attribution and avoid duplicate URLs being indexed.

utm_source={channel}&utm_medium={placement}&utm_campaign={campaign}&utm_content={creative}

Looker Studio Dashboards

Build a simple dashboard: sessions by landing page, CTR by query, and conversions by page. Filter by pillar clusters.

For BigQuery exports, you can join GA4 and GSC to analyze query-to-revenue paths.

-- pseudo: sessions and revenue by landing page
SELECT landing_page, SUM(sessions) AS sessions, SUM(revenue) AS revenue
FROM analytics.ga4_sessions
GROUP BY 1
ORDER BY revenue DESC

Further Reading

• Google Analytics — Developer Resources
• Google Search Console — Performance Report
• Chrome UX Report (CrUX) on BigQuery
• Looker Studio
• GA4 — Campaign Tagging (UTM) Guide

Related Guides

• GSC Setup Tutorial
• CWV Optimization Tutorial
• CWV Field Testing Checklist
• Ultimate SEO Guide