website sessions analysed
GA4 - Sep 2024-Sep 2025
Reporting, Analytics & Optimisation
Turning marketing performance into clear decisions and measurable improvements
I owned recurring reporting across GA4, Google Search Console, SEMrush, Mailchimp and Meta, building tables, graphs and campaign-level analyses that explained what was working, highlighted where performance was weakening and set priorities for SEO, website, email and social optimisation.
My work covered data extraction, validation, visual reporting, insight development, recommendations and ongoing performance tracking - not simply downloading platform results.
Organic Search sessions
60.03% of visible sessions
contact and lead-related key events
Tracked actions, not unique leads
monthly organic trend reporting
Jul 2024-Aug 2025
Reporting method
How I turned platform data into practical marketing decisions
Method reconstructed from recurring GA4, Search Console, SEMrush, Mailchimp, Meta, Yoast, spreadsheet and results-deck evidence.
Export
GA4, Mailchimp, Meta, SEMrush, Google Search Console and Yoast data
Define
Confirm metric meaning and the reporting period
Verify
Check duplicates, conflicts and source quality
Analyse
Find trends, peaks, declines and link behaviour
Recommend
Set SEO, website, email and social priorities
Track
Compare later states without inflating causation
Cross-channel analysis
Evidence, insight and action by channel
Select a channel to review the controlled data, source labels, qualifications and practical optimisation decisions.
Case study 1
Organic performance reporting and website optimisation
Challenge: Halo needed a reliable view of which channels generated website activity, how Organic Search changed over time and where engagement or contact pathways needed attention.
My contribution: I exported GA4 data, calculated channel shares, maintained monthly tables, created trend graphs and wrote insights that covered growth, seasonality, peaks, declines and contact-related actions.
What the data showed: Organic Search generated 34,258 sessions - 60.03% of the visible annual total - and 55.03% of tracked key events. Monthly Organic Search sessions rose from 1,900 in July 2024 to 3,200 in May 2025, before easing to 2,900 by August while engagement rate also declined.
Action taken: I reviewed Search Console queries to understand how people found Halo, updated meta descriptions across the website, improved internal linking and refined keyword priorities. During the same wider optimisation period, I also improved contact visibility through stronger website contact pathways, including a global upper contact header.
Outcome and qualification: The reporting created clear SEO, content, navigation and UX priorities. Individual changes contributed to a wider optimisation programme, so the portfolio does not claim that one edit alone caused the overall movement.
GA4 sessions by acquisition channel
Source: Traffic acquisition - Session primary channel group (Default Channel Group) CSV. 7 Sep 2024-7 Sep 2025.
Monthly organic trend - published milestones
SessionsEngaged sessions
Source: Halo SEO Report July 2024 to August 2025 v2.1. Published milestone rows shown; no missing monthly values have been inferred.
| Channel | Sessions | Engaged sessions | Key events | Session share |
|---|---|---|---|---|
| Organic Search | 34,258 | 20,995 | 17,534 | 60.03% |
| Direct | 21,046 | 6,434 | 13,486 | 36.88% |
| Referral | 902 | 583 | 329 | 1.58% |
| Organic Social | 607 | 294 | 436 | 1.06% |
| Unassigned | 250 | 70 | 80 | 0.44% |
| Paid Search | 7 | 0 | 0 | 0.01% |
| Period | Sessions | Engaged sessions | Engagement rate | Interpretation |
|---|---|---|---|---|
| Jul 2024 | 1,900 | 1,200 | 66.97% | Starting point |
| Dec 2024 | 1,500 | 943 | 63.08% | Seasonal low |
| May 2025 | 3,200 | 2,000 | 62.39% | Peak month |
| Aug 2025 | 2,900 | 1,700 | 58.62% | Post-peak review point |
Interactive dashboard
Marketing performance dashboard
A supplementary view of verified website, SEO, email and social data. The static charts, tables and definitions on this page remain available as accessible fallbacks.
Sandy Campbell / Marketing performance dashboard
Verified reporting views with metric definitions and static fallbacks.
website sessions
GA4 reporting dataset
Organic Search sessions
60.03% share
SEMrush Site Health
Comparable archived reports
email link clicks
Across 10 sends
social views
Instagram + Facebook
GA4 sessions by channel
Email programme - total clicks
Outputs & ownership
Reporting materials built to be reviewed, compared and handed over
My role was not limited to viewing dashboards. I built and maintained the reporting materials, calculations, interpretations and recommendations used to guide later work.
GA4 exports and channel calculations
What I owned: Exporting reports, calculating shares and interpreting channel contribution.
Purpose: Explain traffic, engagement and contact-related activity.
Monthly SEO workbook
What I owned: Tables, trend graphs and written Insights tab.
Purpose: Show growth, seasonality, peaks and decline.
Traffic spike analysis
What I owned: Reviewing GA4 user spikes against PR, partnership and campaign activity.
Purpose: Identify periods where external brand exposure aligned with increases in website users.
Mailchimp campaign reconciliation
What I owned: Matching campaigns to reports and correcting metric definitions.
Purpose: Compare campaigns without inflating click claims.
Social KPI tables and post export
What I owned: Monthly platform reporting and post-level analysis.
Purpose: Separate visibility, reach, follows, interactions and clicks.
SEMrush / GSC analysis
What I owned: Issue interpretation, remediation priorities and keyword review.
Purpose: Guide SEO and website optimisation.
RESULTS reporting pack
What I owned: Cross-channel packaging across Social, Newsletter, Website Management and SEO.
Purpose: Communicate findings in a reusable format.
Yoast tracking documentation
What I owned: Dated change tracking and later score-state comparison.
Purpose: Connect direct optimisation work to later platform states.
From reporting to action
Explore the execution behind the analysis
I used website, email, social and search data to understand audience behaviour, communicate performance and improve what happened next.