How Serena uses GA4 and GSC data
Learn how both the portfolio-level and keyword-level Serena cross-reference GA4 engagement data with GSC search performance for deeper, data-driven recommendations.
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Learn how both the portfolio-level and keyword-level Serena cross-reference GA4 engagement data with GSC search performance for deeper, data-driven recommendations.
Learn how both the portfolio-level and keyword-level Serena cross-reference GA4 engagement data with GSC search performance for deeper, data-driven recommendations.
When you connect Google Analytics 4 and Google Search Console to a client, the Serena gains access to a much richer dataset. Instead of relying solely on rank positions, it can cross-reference search visibility with actual on-site behavior to produce more actionable recommendations.
Both the portfolio-level Serena (on the main Track page) and the keyword-level Serena (inside a tracking project) receive:
Clicks, impressions, CTR, and average position (current vs previous period).
Top queries by clicks.
Top pages by clicks.
Low-hanging fruit opportunities (positions 2–15 with high impressions).
Low CTR queries (high visibility but few clicks).
Sessions, engaged sessions, engagement rate, conversions, and bounce rate.
Period-over-period changes for all metrics.
Traffic source breakdown: organic search vs AI referral sessions and conversions.
Individual AI platform sessions (ChatGPT, Gemini, Perplexity, etc.).
The keyword-level Serena also receives:
GA4 landing page metrics for the specific pages that rank for the tracked keyword (sessions, engagement rate, conversions, bounce rate).
Local pack score when the keyword has local tracking enabled.
Serena uses the combined data to identify patterns that wouldn’t be visible from either data source alone:
High rank, low engagement – A keyword ranks well in GSC but the landing page has poor engagement in GA4. This usually indicates a content-intent mismatch: the page attracts clicks but doesn’t satisfy the user’s need. Serena recommends content revisions.
Traffic up, conversions down – GSC shows increasing clicks but GA4 shows flat or declining conversions. This could indicate a UX issue, a change in audience quality, or a conversion tracking problem. Serena flags this discrepancy.
Growing AI referral traffic – When GA4 shows meaningful sessions from AI platforms, the Serena recommends ways to capitalize: structured content, FAQ sections, direct-answer formatting, and schema markup.
High conversions, protect the page – If a landing page has strong conversion rates, the Serena highlights it as high-value and recommends protecting its rankings through regular content updates and monitoring.
Multiple pages ranking – When GSC shows several pages ranking for the same keyword, the Serena cross-references their GA4 engagement metrics to recommend which page to consolidate around.
Connect both GSC and GA4 for the richest insights. Serena works with either one, but the cross-referencing only happens when both are connected.
Let data accumulate for at least 28 days before generating insights. Shorter periods may not show meaningful patterns.
Re-generate insights periodically (weekly or after significant changes) to track how recommendations evolve.
Using Serena — General guide to the Serena feature.
Connecting and using Google Analytics 4 — Set up GA4 for your client.
Connecting and using Google Search Console — Set up GSC for your client.
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