Attribution

Use this page to connect traffic activity to conversion outcomes. It helps you decide where to scale, where to fix, and where to stop spending time.

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Questions this page should answer

1. Which sources are actually contributing to conversions?
2. Which pages create conversion impact, not just visits?
3. Which countries are creating stronger conversion quality?

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Before you analyze

• Keep the same date range you use in Google Search and AI Search reviews.
• Start with a broad view before narrowing to one source, page group, or market.
• Compare against an equivalent previous period.

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What this page gives you

• A top conversion trend with Total conversions and Organic conversions.
• Three analysis tabs: By source for channel-level attribution, By page for URL-level attribution, and By country for market-level attribution.
• A table under each tab for row-level prioritization.

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How to read the top cards

Start here before going into subtabs:

• Total conversions: all conversion outcomes in the selected period.
• Organic conversions: conversions tied to organic traffic paths.

How to interpret:

• If total conversions rise but organic conversions fall, non-organic sources may be carrying performance.
• If both rise, your acquisition and conversion quality are aligned.
• If both decline, start with By source to find the biggest contributor to the drop.

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How these metrics are calculated (simple)

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Total conversions

Total conversions are the selected GA4 conversion events in the chosen date range.

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Organic conversions

Organic conversions are conversion events where source/medium attribution is organic.

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Page value

Page value is a weighted score based on page conversion contribution and session quality signals.

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By source tab

Use this tab to understand which channels and referring sources influence conversions the most. Focus on:

• Total sessions to see source volume.
• Conversions to see outcome contribution.
• Avg. time as a quality signal.

Take action when:

• A source has high sessions but weak conversions.
• A source has low sessions but very strong conversion rate.
• A source trend changes sharply week over week.

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By page tab

Use this tab to see which landing pages and content URLs drive conversions. Focus on:

• Page value for relative page importance.
• Total sessions for traffic contribution.
• Conversions for business outcome.

Take action when:

• A high-traffic page under-converts.
• A lower-traffic page over-converts and should be scaled.
• A key commercial page shows stable traffic but conversion decline.

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By country tab

Use this tab to compare conversion performance across markets. Focus on:

• Which markets produce the largest conversion volume.
• Which markets are improving or declining fastest.
• Whether average engagement differs by country.

Take action when:

• One country shows rising sessions but weak conversion growth.
• A smaller country shows strong conversion efficiency and deserves more focus.
• A priority market loses both sessions and conversions at the same time.

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Quick weekly checklist

1. Check top conversion trend direction first.
2. Review By source for biggest winners and losers.
3. Review By page for pages to scale or fix this sprint.
4. Review By country for market reallocation decisions.
5. Turn insights into clear actions with owner and deadline.

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What to fix first

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Team routine

1. Weekly: detect source/page/country shifts and assign fixes.
2. Bi-weekly: review conversion efficiency improvements by owner.
3. Monthly: report attribution-based investment changes and outcomes.

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Keep in mind

• Attribution trends are directional, not absolute causality.
• Low-volume segments can be noisy, so validate over multiple periods.
• A conversion increase without engagement quality can be misleading.

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Where to go next

• Google Search overview
• Google Search landing pages
• AI Search overview
• Reports