Search Console tells you who found you. Analytics tells you what happened next. This section is the second half of that sentence, arranged around the way an SEO actually works — a page, a group of pages, and an audience — rather than around the way Google Analytics is arranged.
It is deliberately not a second copy of GA4. If you want Traffic Acquisition, you already have a tab open for it. What is here is the set of questions GA4 makes you assemble by hand.
The five questions
Every tab answers one of these.
Who is arriving, and has that changed? Not a pie chart of countries — a measurement of whether the pie moved. Mobile going from 41% to 58% of your search traffic in two months is a fact about your site that no sessions chart will ever show you.
Are they worth anything? The biggest segment and the best segment are rarely the same one. Revenue and leads per segment is how "traffic is up, revenue is flat" turns into "we grew in a country that does not buy from us".
What do people do on the page they landed on? Do they stay, read to the end, click anything, go anywhere.
What did the page produce? Leads and revenue, attributed to the page people arrived on, in your words — "Demo requests", not generate_lead.
Where is it failing? One funnel, from a search result to a customer, spanning both Search Console and Analytics.
The tabs
Overview — the whole funnel: seen in Google → clicked through → arrived → stayed → did something → became a lead. The first two steps come from Search Console, the rest from Analytics. No other product shows you both halves, which is why "we get plenty of clicks" and "the page converts nothing" usually get argued about in separate meetings.
Underneath it, the day-by-day trend and the pages that moved most in outcome — not in sessions. A page that lost nine hundred visits and no leads is a headline in most tools and a non-event here.
Landing pages — the table you will live in. Sessions, engagement, time on page, key events, leads, revenue, plus your Search Console clicks and position for the same page, plus any metric you have written yourself. Tick some rows and press Save as group.
Audience — leads with what shifted, ranked by change in share of sessions. Then the composition itself, with conversion rate and value per visit beside each segment.
Behavior — engagement, time, whether people reached the bottom, and clicks that left your site. Two lists here are the ones that change what you do on Monday: pages with traffic and no outcome at all, and pages people arrive at and leave.
Outcomes — leads and revenue by page group first, because a group is what you report on, then by page, because a page is what you fix.
Setup — where you name your outcomes, build page groups, and add your own metrics. Worth ten minutes before you use anything else. See Setting up outcomes, page groups and your own metrics.
Three things it will always tell you
Everything here is filtered to organic search by default, because measuring SEO work against all your traffic answers a different question. The toggle at the top switches to all traffic when you want the context.
A page with no data shows blank, not zero. "We have no row for this" and "this had no sessions" are different facts, and a product that renders them identically will eventually get someone to argue for a page that is doing fine.
The window ends about two days ago. Analytics keeps revising the most recent day or two, and a chart that dips at the right-hand edge every single time teaches you to ignore the right-hand edge.
Next
- Connecting Google Analytics
- Setting up outcomes, page groups and your own metrics
- When an Analytics number looks wrong