One-line read: ~111k sessions and ~$309k of GA4-tracked revenue a year, at 2.33% conversion and $119 AOV. Organic search is the single biggest revenue channel (~32%), but organic is branded-heavy: 1.28M impressions on non-branded queries convert at deep positions (avg 24) and near-zero CTR. That gap is exactly the whitespace the sprint targets. AI-assistant traffic exists (~870 ChatGPT sessions) but is tiny and untracked to orders.
How to read this honestly. Revenue and orders here are GA4 ecommerce, not Shopify. Shopify is the system of record for dollars and will read higher (GA4 typically captures 85–95% of true sales after consent and attribution loss), so treat GA4 revenue as a consistent monthly index, not the audited total, until we reconcile Shopify (see Gaps). Search Console history only reaches 22 Mar 2025, so there is no true year-on-year on organic yet; GA4 has 2+ years, so GA4 year-on-year is valid.
| Month | Sessions | Transactions | Revenue | Conv | AOV |
|---|---|---|---|---|---|
| Aug 2025 | 9,586 | 210 | $20,278 | 2.19% | $96.56 |
| Sep 2025 | 8,128 | 221 | $21,551 | 2.72% | $97.52 |
| Oct 2025 | 11,726 | 260 | $33,705 | 2.22% | $129.64 |
| Nov 2025 | 12,572 | 252 | $36,534 | 2.00% | $144.97 |
| Dec 2025 | 9,831 | 202 | $22,323 | 2.05% | $110.51 |
| Jan 2026 | 7,336 | 143 | $15,030 | 1.95% | $105.10 |
| Feb 2026 | 8,689 | 189 | $21,087 | 2.18% | $111.57 |
| Mar 2026 | 10,144 | 248 | $34,457 | 2.44% | $138.94 |
| Apr 2026 | 7,485 | 202 | $22,013 | 2.70% | $108.97 |
| May 2026 | 10,064 | 238 | $28,675 | 2.36% | $120.48 |
| Jun 2026 | 8,809 | 239 | $30,448 | 2.71% | $127.40 |
| Jul 2026 | 7,974 | 181 | $22,766 | 2.27% | $125.78 |
| Total / avg | 110,775 | 2,585 | $308,866 | 2.33% | $119.48 |
Peak trading Oct–Nov 2025 (pre-Christmas), softest Jan 2026. No spike or collapse that would distort the baseline. Mobile-led: mobile drives 59% of revenue ($183,754) at a 2.57% conversion, ahead of desktop's 2.02%.
| Channel | Sessions | Orders | Conv | Revenue | % rev |
|---|---|---|---|---|---|
| Organic Search | 23,593 | 745 | 3.16% | $98,485 | 31.9% |
| Unassigned tagging gap | 14,251 | 609 | 4.27% | $84,341 | 27.3% |
| Direct | 22,310 | 300 | 1.34% | $44,525 | 14.4% |
| Google paid (Cross-network / PMax) | 18,802 | 510 | 2.71% | $39,811 | 12.9% |
| Paid Social (Meta) | 15,262 | 203 | 1.33% | $15,264 | 4.9% |
| Organic Social | 13,120 | 144 | 1.10% | $15,044 | 4.9% |
| Paid Search (Google) | 1,243 | 28 | 2.25% | $5,997 | 1.9% |
| Organic Shopping | 1,359 | 23 | 1.69% | $3,564 | 1.2% |
| Referral | 2,175 | 23 | 1.06% | $1,835 | 0.6% |
| AI Assistant (ChatGPT et al.) | 84 | 0 | 0% | $0 | 0% |
| Market | Revenue | Orders | Conv | Note |
|---|---|---|---|---|
| New Zealand | $215,141 | 1,840 | 3.99% | 70% of revenue, the strong home market |
| Australia | $54,096 | 490 | 2.15% | 17.5% of revenue |
| United States | $16,024 | 181 | 0.91% | heavy traffic, converts far below NZ/AU (US conversion sits with Bo) |
| Taiwan | $9,874 | 17 | — | small volume, high AOV |
GA4's own "AI Assistant" channel logs only 84 sessions, but a raw source scan finds more: chatgpt.com 846 · bing (Copilot-adjacent) 736 · claude.ai 8 · gemini 7 · copilot 3 · perplexity 3. About 870 sessions a year from AI assistants. GA4 attributes 0 orders, but Shopify's Growth Attribution does catch some: ChatGPT shows ~$856 across 8 orders already, before anything is optimised for it. Small, but real AI-sourced revenue, and exactly the number the sprint is built to grow. Other engines (Claude, Perplexity, Gemini) mostly arrive without a referrer inside Direct/Organic, so this still under-counts real AI-sourced demand.
| Month | Clicks | Impressions | CTR | Avg pos |
|---|---|---|---|---|
| Aug 2025 | 1,828 | 184,848 | 0.99% | 37.9 |
| Sep 2025 | 1,684 | 115,727 | 1.46% | 30.6 |
| Oct 2025 | 1,776 | 92,531 | 1.92% | 21.2 |
| Nov 2025 | 1,721 | 97,215 | 1.77% | 24.3 |
| Dec 2025 | 1,463 | 104,294 | 1.40% | 24.1 |
| Jan 2026 | 1,517 | 113,760 | 1.33% | 22.5 |
| Feb 2026 | 1,563 | 120,535 | 1.30% | 17.5 |
| Mar 2026 | 1,459 | 110,211 | 1.32% | 19.0 |
| Apr 2026 | 1,171 | 91,661 | 1.28% | 19.0 |
| May 2026 | 1,193 | 84,770 | 1.41% | 22.8 |
| Jun 2026 | 1,238 | 80,230 | 1.54% | 20.1 |
| Jul 2026 | 1,274 | 81,726 | 1.56% | 20.4 |
| Total / avg | 17,887 | 1,277,508 | 1.4% | 24.3 |
Average position improved over the year (37.9 → ~20) while clicks drifted down (~1,800 → ~1,250): visibility is rising, but CTR at those deep positions is thin. A low-1% CTR at average position ~24 is the headline organic problem the sprint addresses.
| Clicks | Impressions | Note | |
|---|---|---|---|
| Branded ("absolute…") | 4,398 | 33,035 | 58.5% of named clicks. Bo's own demand, high CTR, top of page |
| Non-branded | 3,118 | 635,034 | The opportunity: 20x the impressions, deep positions, ~0.5% CTR |
Non-branded queries pull ~635k impressions but only ~3.1k clicks, a huge visible-but-not-clicked base sitting at page 2–3. Closing that is the core organic thesis of the whole engagement.
| Top non-branded signals | Clicks | Impressions | Pos |
|---|---|---|---|
| essential oils nz | 197 | 12,595 | 9.4 |
| essential oils | 129 | 15,333 | 9.1 |
| castor oil for sciatica | 90 | 1,381 | 3.0 |
| essential oils for sciatica | 69 | 1,434 | 2.5 |
The best non-branded signals are "essential oils nz" / "essential oils" (big impressions, bottom of page 1, low CTR = title and position work) and a sciatica remedy cluster already ranking at positions 2.5–3.7, proof the blog content wins non-branded when it exists. Six of the top ten organic pages are articles (the Encyclopedia / Ask Dr Bo library), which is the asset we structure for AI and link into collections and products.
US organic: 627k impressions but only ~3,138 clicks (~0.5% CTR), enormous US visibility ranking too deep to earn clicks. The entity and structure work is global and benefits every market; US commercial conversion stays with Bo.
Full 12-month query export (25,000 rows, branded flag included): held with your data, and in the client file (gsc-queries-12mo-2025-08_2026-07.csv).
| Question | Search Console | GA4 | Shopify |
|---|---|---|---|
| Google organic volume | 17,887 clicks | 23,593 sessions | n/a |
| Total revenue | n/a | $308,866 | agrees at channel level (Attribution) |
| Conversion rate | n/a | 2.33% | 3.44% organic (≈ GA4 3.16%) |
Why GA4 organic reads higher than GSC clicks (23,593 vs 17,887): three normal reasons stack up, GA4 "Organic Search" includes non-Google engines (Bing, DuckDuckGo, Ecosia ≈ +1,050 sessions GSC never sees); the GSC property is non-www only, so any www or http organic is in GA4 but not GSC; and GA4 counts sessions while GSC de-dupes clicks per day. A ~30% GA4-over-GSC gap on organic is within the healthy range, worth re-checking monthly, not worth alarm.
The one gap that does matter: GA4's 27% Unassigned revenue. That is a tagging-hygiene problem (untagged Klaviyo + Shop Pay), and it means GA4 channel revenue will not reconcile cleanly to Shopify by source until it is fixed. Everything else lines up as expected.
Good news from the review: Shopify's Growth → Attribution tab already gives us the system-of-record dollars, orders, conversion, AOV and new-versus-returning per channel, so most of the earlier asks are covered. One real gap remains:
Already covered, no action needed: revenue, orders, conversion, AOV and the returning-customer split (Shopify Attribution) · Klaviyo email revenue ($80,459) · ChatGPT sales ($856) · GA4 + Search Console access (granted to Ben's account, which is exactly what we pull on).