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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.

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.

What data the Serena receives

Section titled “What data the Serena receives”

Both the portfolio-level Serena (on the main Track page) and the keyword-level Serena (inside a tracking project) receive:

From Google Search Console

Section titled “From Google Search Console”
  • 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).

From Google Analytics 4

Section titled “From Google Analytics 4”
  • 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.).

Keyword-level Serena extras

Section titled “Keyword-level Serena extras”

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.

Types of cross-referenced insights

Section titled “Types of cross-referenced insights”

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.

How to get the best results

Section titled “How to get the best results”
  • 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.
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