> For the complete documentation index, see [llms.txt](https://help.rankability.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.rankability.com/track/how-advisor-uses-ga4-and-gsc.md).

# 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.

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

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

### 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

* 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

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

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

* 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.

## Related articles

* [Using Serena](/serena/using-advisor.md) — General guide to the Serena feature.
* [Connecting and using Google Analytics 4](/track/connecting-google-analytics.md) — Set up GA4 for your client.
* [Connecting and using Google Search Console](/track/connecting-google-search-console.md) — Set up GSC for your client.