📊 Traffic Overview (GA4)
Data Quality Issue: Week-over-week comparison unavailable — GA4 returned "No data" for 7-day query but showed 14-day data. Possible API delay or data collection gap.
Last 14 Days Snapshot
Channel Breakdown
⚠️ Missing Data: GA4 sources query returned no results. Cannot identify traffic source mix (organic, paid, direct, etc.). This blocks channel-level optimization decisions.
💰 Google Ads Performance
Campaign Breakdown
| Campaign |
Status |
Clicks |
Spend |
CPC |
| Parents & Families Search LIVE |
Enabled |
21 |
$74.68 |
$3.56 |
| Performance Max PAUSED |
Paused |
9 |
$2.67 |
$0.30 |
| Online Wills Search LIVE |
Enabled |
0 |
$0.00 |
— |
| Will Cost Search LIVE |
Enabled |
0 |
$0.00 |
— |
Conversion Tracking Failure: Zero reported conversions despite 4 signups in PostHog. GTM conversion events not firing correctly or Google Ads tag not recording. This breaks all optimization and attribution.
Campaign Efficiency: "Parents & Families" has 7.6% CTR (strong) but $3.56 CPC (expensive for Australia). With zero conversions, current CPA is infinite. Need conversion tracking fixed before scaling spend.
🎯 Priority Actions — Next 7 Days
1. FIX CONVERSION TRACKING (BLOCKING ISSUE)
Google Ads reports zero conversions but PostHog shows 4 signups. GTM tags not firing or Google Ads not receiving events. Without this, we're flying blind on ad performance. Verify GTM container GTM-N64N8P3B fires "sign_up", "will_started", and "subscription_started" to Google Ads conversion ID.
2. DIAGNOSE WILL COMPLETION DROP-OFF
Users complete steps (24 events) but 0 wills generated this week vs 1 last week. Watch PostHog session recordings for users who reached "Completed Step" but didn't hit "will_completed". Likely a UI blocker, technical bug, or unclear CTA.
3. INVESTIGATE UX FRICTION POINTS
68 dead clicks + 5 rage clicks = clear usability issues. Use PostHog heatmaps and session recordings to identify which elements users are clicking that aren't interactive. Quick wins: make those elements functional or remove visual affordances.
4. PAUSE INEFFICIENT AD SPEND
$77 spend with zero conversions = -100% ROAS. Until conversion tracking is fixed and funnel leaks are plugged, pause "Parents & Families" campaign or drop daily budget to $10 for testing. Don't scale what isn't converting.
5. BOOST ORGANIC VISIBILITY
Only 9 organic clicks this week. "easy will" has 9 impressions at position #4 with 0 clicks — optimize title/meta to capture those searchers. Focus content on ranking for "easy will", "easy wills", "make a will nsw" where we have early traction.
⚠️ Data Quality & Tracking Issues
| Issue |
Impact |
Action Required |
| GA4 7-day query returns "No data" |
Cannot calculate week-over-week traffic trends |
Investigate GA4 API delays or data collection gaps |
| GA4 sources query empty |
Cannot identify channel performance (organic, paid, direct) |
Verify GA4 channel grouping configuration |
| GA4 pages query empty |
Cannot identify top landing pages or page-level conversion rates |
Check GA4 dimensions/metrics permissions |
| GA4 devices query empty |
Cannot optimize for mobile vs desktop user experience |
Verify GA4 API query parameters |
| Google Ads shows 0 conversions |
Breaks all ad optimization, bidding, and attribution |
CRITICAL: Fix GTM → Google Ads conversion tracking |
Tracking Must Be Fixed Before Scaling: With 5 out of 5 major tracking issues, we cannot make informed decisions on budget allocation, creative testing, or channel optimization. Fixing conversion tracking is the #1 priority.