📈 GA4 Intelligence
Sessions · Funnels · Events · Landing Pages · Audiences · Attribution — Last 30 days
3 Critical Insights: Paid traffic has 2.4× higher bounce rate than organic on mobile. Emergency Boiler Repair landing page drops 67% of users before reaching the form. Phone click events are firing in GA4 but NOT linked to Google Ads conversions — attribution gap confirmed.
🔒 Mock mode · GA4 Data API not connected · Uses mock session / event / funnel data · No live GA4 tracking changes · Real GA4 property ID required to enable · Free API — no cost
⚠️ What NOT to do with this GA4 data
❌ Do not optimize Smart Bidding targets with bad conversion signals. phone_click and whatsapp_click are missing from Google Ads import — fix attribution first or Smart Bidding will undervalue your best keywords.
❌ Do not pause a keyword until tracking gaps are resolved. If GA4 tags don't fire on Safari (ReferenceError: gtag), you're under-counting conversions. A keyword that looks like a loser may be converting silently.
❌ Do not increase bids on high-traffic keywords while mobile CVR is 2.1%. More paid traffic to a broken mobile landing page wastes budget. Fix the page first — then scale spend.
Sessions (Paid)
8,420
↑12% vs last month
Engagement Rate
38%
↓9% — target 55%+
Avg Engagement Time
1m 12s
Paid vs 2m 48s organic
GA4 Conversions
312
vs Ads: 380 (gap: +68)
Form Submits
184
↑8%
Phone Clicks
94
Tracked in GA4 ✓
WhatsApp Clicks
34
Tracked in GA4 ✓
Call Extensions
0
NOT in GA4 ✗
Sessions by Channel — 30d
| Channel | Sessions | Eng. Rate | Conv. | CPA |
|---|---|---|---|---|
| Paid Search | 8,420 | 38% | 312 | £18.40 |
| Organic Search | 3,210 | 62% | 198 | £0 |
| Direct | 1,840 | 71% | 124 | £0 |
| Organic Social | 420 | 44% | 18 | £0 |
| Referral | 210 | 58% | 14 | £0 |
Paid Search by Device — Engagement Rate
| Device | Sessions | Eng. Rate | Conv. Rate | Action |
|---|---|---|---|---|
| Desktop | 2,940 | 54% | 4.8% | Good |
| Mobile | 4,890 | 28% | 2.1% | |
| Tablet | 590 | 41% | 3.2% | Monitor |
Mobile engagement 28% vs Desktop 54%. Mobile generates 58% of your paid traffic but only 32% of conversions. Fix mobile landing page experience immediately.
Paid Traffic by Hour — Engagement Rate vs Ad Schedule
12
2
4
6
8
10
12
14
16
18
20
22
■ High engagement (55%+)
■ Medium (35–55%)
■ Low (<35%) — consider pausing spend
Critical Drop: Landing Page → Form Start (67% lost). Of 8,420 paid sessions, only 2,779 reach the form. This is your #1 CRO opportunity. Fix the landing page before increasing budget.
Full Paid Conversion Funnel — 30d
8,420
Paid Ad Click100% · Avg CPC: £1.84
7,810
Landing Page Load92.8% · 7.2% bounce at load
-7.2%
2,779
Form View (scroll to form)33% · 67% leave before form 🚨
-67%
1,640
Form Start (field 1 touched)19.5% of sessions · 59% of form viewers
-41%
420
Form Submit5% of sessions · 26% of starters
-74%
184
Thank You / Confirmation2.2% overall CVR · GA4 confirmed
Form Abandonment by Field
| Field | Drop Rate | Fix |
|---|---|---|
| Name | 3% | Fine |
| Phone Number | 8% | Minor friction |
| Service Type (dropdown) | 38% | |
| Postcode | 14% | Add autocomplete |
| Date Picker | 22% | |
| Message (optional) | 4% | Fine |
Conversion by Landing Page
| Page | Sessions | CVR | Status |
|---|---|---|---|
| /emergency-boiler-repair | 3,210 | 1.4% | |
| /boiler-repair-london | 2,140 | 2.8% | |
| /24-hour-plumber | 1,480 | 4.1% | Good |
| /ac-repair | 980 | 2.2% | |
| /gas-engineer | 610 | 3.9% | Good |
Landing Page Performance — GA4 Data
| Landing Page | Sessions | Eng. Rate | Avg Time | Scroll Depth | Form Views | CVR | Revenue Signal |
|---|---|---|---|---|---|---|---|
| /emergency-boiler-repair | 3,210 | 24% | 0m 38s | 22% | 680 (21%) | 1.4% | £1,340 lost/mo |
| /boiler-repair-london | 2,140 | 38% | 1m 12s | 44% | 820 (38%) | 2.8% | £820 opportunity |
| /24-hour-plumber | 1,480 | 58% | 2m 04s | 68% | 920 (62%) | 4.1% | Top performer |
| /ac-repair | 980 | 34% | 0m 52s | 38% | 280 (29%) | 2.2% | £410 opportunity |
| /gas-engineer | 610 | 52% | 1m 48s | 61% | 340 (56%) | 3.9% | Good |
Attribution Gap Alert: 5 conversion events tracked in GA4 but NOT imported into Google Ads. This causes Smart Bidding to undervalue high-intent actions and overbid on low-value clicks.
GA4 Event Tracking Status
| Event Name | Fires (30d) | In GA4? | In Google Ads? | Conversion Value | Fix |
|---|---|---|---|---|---|
| form_submit | 184 | ✓ Yes | ✓ Imported | £120 | — |
| phone_click | 94 | ✓ Yes | ✗ Missing | £80 | |
| whatsapp_click | 34 | ✓ Yes | ✗ Missing | £60 | |
| call_extension_click | 236 | ✗ Not tracked | ✓ Ads native | £80 | |
| quote_request_start | 1,640 | ✓ Yes | ✗ Missing | £20 | |
| scroll_50pct | 2,200 | ✓ Yes | ✗ Not needed | — | Micro only |
| live_chat_open | 48 | ✗ Not tracked | ✗ Missing | £40 | |
| video_play | 18 | ✓ Yes | N/A | — | — |
Impact if fixed: Importing phone_click + whatsapp_click + quote_request_start gives Google Ads 3× more conversion signals. Smart Bidding will recognise high-value keywords faster and lower your true CPA by an estimated 18–25%.
GA4 Audience Segments — Conversion Rate
| Audience | Size | CVR | In Ads? |
|---|---|---|---|
| Converters (past 90d) | 1,240 | 12.4% | ✓ RLSA |
| Form Abandoners | 1,456 | 8.1% | ✗ Missing |
| High Intent (3+ pages) | 2,100 | 6.8% | ✗ Missing |
| Phone Clickers (no convert) | 480 | 14.2% | ✗ Missing |
| Mobile Low Engagers | 3,200 | 1.2% | ✗ Exclude! |
| Returning Visitors | 890 | 9.4% | ✓ +25% bid |
Audience Action Plan
Form Abandoners RLSA — High Priority
1,456 users started your form but didn't submit. Create an audience and bid +40% on these users. Expected CVR: 8.1% vs 2.2% site average.
1,456 users started your form but didn't submit. Create an audience and bid +40% on these users. Expected CVR: 8.1% vs 2.2% site average.
Phone Clickers Remarketing
480 users called but may not have booked. Retarget with "Book Online — Instant Confirmation" message.
480 users called but may not have booked. Retarget with "Book Online — Instant Confirmation" message.
Exclude Mobile Low Engagers
3,200 mobile users with <15s sessions, 0% scroll. Excluding saves ~£340/month in wasted spend.
3,200 mobile users with <15s sessions, 0% scroll. Excluding saves ~£340/month in wasted spend.
Top User Paths from Paid Landing Pages
| # | Path | Sessions | End Conv. | Drop Point |
|---|---|---|---|---|
| 1 | /emergency-boiler-repair → Exit | 2,480 (78%) | 0% | Immediate exit |
| 2 | /emergency-boiler-repair → /about → Exit | 310 | 1.2% | About page (trust gap) |
| 3 | /emergency-boiler-repair → /pricing → Exit | 240 | 2.8% | Price shock |
| 4 | /emergency-boiler-repair → form → Submit | 180 | 100% | Converter path |
| 5 | /24-hour-plumber → form → Submit | 620 | 100% | Best converting path |
| 6 | /boiler-repair-london → /emergency-boiler-repair → form | 140 | 68% | Two-page journey |
Key Insight: 78% of emergency-boiler-repair visitors leave immediately. The 24-hour-plumber page has a direct LP→form→submit path working 4× better. Mirror that page structure for emergency-boiler-repair.
🔥 Microsoft Clarity UX Intelligence
Heatmaps · Rage Clicks · Dead Clicks · Scroll Depth · Session Recordings — Free tool
3 Critical UX Issues Found: Emergency Boiler Repair page has 18% rage click rate on a non-clickable phone number image. Service Type dropdown has 44% dead click rate. 72% of mobile users never scroll past the hero section — CTA is invisible on mobile.
🔒 Mock mode · Microsoft Clarity not connected · Uses mock heatmap / rage click / session recording data · Free-first integration planned · Install via clarity.microsoft.com — free, no API key required
⚠️ What NOT to do with UX data
❌ Do not blame Google Ads if Clarity shows form abandonment. A 44% dropdown dead-click rate is a website problem — not a keyword problem. Fix the form before cutting ad spend or pausing campaigns.
❌ Do not reduce mobile bid modifiers if engagement is low. Mobile users are trying to convert — they just can't reach the CTA. Fix mobile UX first, then reassess bid modifiers with real data.
❌ Do not run A/B tests on a page with active JS errors. The Safari mobile form bug affects 840 sessions/month. Testing on a broken page produces invalid results — fix the bug before starting any CRO experiment.
Avg Scroll Depth (Paid)
31%
↓ Form is at 65% — users never see it
Rage Click Rate
8.4%
Industry avg: 2.1%
Dead Click Rate
14.2%
Frustration signals
JS Errors Detected
3
On /emergency-boiler-repair
UX Health by Landing Page
| Page | Sessions | Avg Scroll | Rage Clicks | Dead Clicks | JS Errors | UX Score | Action |
|---|---|---|---|---|---|---|---|
| /emergency-boiler-repair | 3,210 | 22% | 18.2% | 22.4% | 3 | 28 |
|
| /boiler-repair-london | 2,140 | 44% | 6.8% | 11.2% | 1 | 52 |
|
| /24-hour-plumber | 1,480 | 68% | 2.1% | 4.8% | 0 | 81 |
Good — Mirror |
| /ac-repair | 980 | 38% | 9.4% | 16.8% | 1 | 44 |
Top Rage Click Elements — /emergency-boiler-repair
| Element | Rage Clicks | Issue | Fix |
|---|---|---|---|
| Phone image (hero) | 584 | Not clickable — users expect to dial | |
| Service dropdown | 312 | Options loading slowly | |
| "Book Now" btn (mobile) | 240 | Below fold — users can't find it | |
| Postcode field | 88 | No autocomplete |
Top Dead Click Areas
| Area | Dead Clicks | What Users Expect | Fix |
|---|---|---|---|
| Star rating display | 420 | Link to reviews page | |
| Service icons (hero) | 310 | Clickable service pages | |
| Trust badges | 224 | Verification details | |
| Engineer photos | 180 | Team profiles | Low priority |
Click Heatmap — /emergency-boiler-repair (simulated)
Page Zones — Click Density
🔵 HERO SECTION
Phone image: 584 rage clicks 🚨 | Headline text: 12 clicks | Logo: 8 clicks
🟢 TRUST BADGES (low engagement)
Star rating: 420 dead clicks | Gas Safe badge: 224 dead clicks
🟡 SERVICE ICONS
310 dead clicks — users expect links
🔴 FORM (only 22% of users reach here)
Service dropdown: 312 rage clicks | Submit btn: 184 real clicks
↑ Connect Clarity account for live heatmap rendering
Heatmap vs Converter Path
Non-converters click phone image (rage) then exit. They want to call directly. Add a large
tel: link with the phone number visible in the hero — this alone could recover 200+ conversions/month.Service icons get 310 dead clicks. Users are trying to self-segment (boiler vs AC vs gas). Make each icon link to the relevant service page or anchor section.
Converters click "Get Free Quote" CTA. The button gets 184 real clicks — but only 4.2% of sessions reach it. Move CTA above the fold and add a sticky mobile version.
Scroll Depth by Page — % of Users Reaching Each Section
| Page Section | Em. Boiler Repair | Boiler London | 24hr Plumber | Insight |
|---|---|---|---|---|
| 0% — Page load | 100% | 100% | 100% | — |
| 10% — Below hero | 48% | 64% | 82% | Hero retention gap |
| 25% — Trust section | 32% | 52% | 74% | |
| 50% — Service detail | 24% | 44% | 68% | 🚨 Form is at 65% on boiler page |
| 65% — Form visible | 21% | 38% | 65% | Move form higher |
| 80% — Reviews | 14% | 28% | 52% | |
| 100% — Footer | 8% | 18% | 34% |
Emergency Boiler Repair: form is at 65% scroll depth but only 21% of users get there. Move the form to 20% scroll depth (just below hero). Expected CVR improvement: +80–120%.
Notable Session Recordings — Patterns Found
| Pattern | Sessions | Behaviour | Revenue Impact | Fix |
|---|---|---|---|---|
| Mobile tap-rage-exit | 1,240 | Tap phone image 3–5× → close tab | ~£1,200/mo lost | |
| Form-start abandon | 820 | Fill name → hit dropdown → leave | ~£640/mo lost | |
| Price-shock exit | 440 | Click pricing → scroll → close | ~£320/mo lost | |
| Trust-check bounce | 310 | Read reviews → go to Google → return | £180/mo risk | |
| Converter path | 184 | Hero → scroll to form → fill → submit | Winning pattern | Mirror this |
JavaScript Errors Detected by Clarity
| Error | Page | Sessions Affected | Impact | Fix |
|---|---|---|---|---|
TypeError: Cannot read property 'submit' of null | /emergency-boiler-repair | 840 | Form submit button fails on Safari mobile | |
ReferenceError: gtag is not defined | /emergency-boiler-repair | 620 | GA4 events not firing — conversion data loss | |
404: /wp-content/plugins/cf7/form.js | /boiler-repair-london | 280 | Contact Form 7 script missing |
Safari mobile form bug affects 840 sessions. Safari is 31% of your mobile traffic. This single bug is likely responsible for 15–20% of your overall conversion drop. Fix immediately — no other change will have more impact.
🏁 Landing Page Diagnosis
Core Web Vitals · CRO Audit · Mobile UX · A/B Test Ideas · Speed Fixes
Emergency Boiler Repair page is costing you ~£1,340/month in lost conversions. LCP 5.8s (Google threshold: 2.5s), CLS 0.28 (threshold: 0.1), mobile form buried at 65% scroll, Safari form bug blocking 840 sessions. Fix these 4 issues before increasing ad budget.
🔒 PageSpeed API: mock data only · No live PageSpeed Insights connection · 25,000 free API calls/day when connected · Clarity UX data: mock mode — free integration planned · No API key stored or required for either tool
⚠️ What NOT to do with landing page data
❌ Do not reduce bids because CVR looks low. Emergency Boiler Repair CVR is 1.4% — but the page has LCP 5.8s, a buried form, and a Safari JS bug. This is a UX/speed problem, not a keyword quality problem.
❌ Do not increase ad budget before fixing page speed. You are paying for clicks that bounce before the page loads. LCP 5.8s means ~40% of paid visitors leave before seeing the offer.
❌ Do not run A/B tests before fixing the Safari JS bug. 840 sessions/month are broken — form submit fails silently on Safari mobile. Any test result on this page is invalid until the bug is resolved.
❌ Do not pause the /emergency-boiler-repair keyword. The page has UX problems, not intent problems. The search term is high-value — fix the landing page and test before pausing.
Core Web Vitals — All Landing Pages (CrUX + PageSpeed)
| Page | LCP | INP | CLS | FCP | TTFB | PS Score | Status |
|---|---|---|---|---|---|---|---|
| /emergency-boiler-repair | 5.8s | 480ms | 0.28 | 3.2s | 1.8s | 22 |
|
| /boiler-repair-london | 3.4s | 280ms | 0.14 | 2.1s | 0.9s | 48 |
|
| /24-hour-plumber | 1.9s | 120ms | 0.04 | 1.2s | 0.4s | 84 |
Good — Mirror |
| /ac-repair | 3.9s | 310ms | 0.18 | 2.4s | 1.1s | 41 |
|
| /gas-engineer | 2.2s | 150ms | 0.07 | 1.4s | 0.5s | 76 |
Good |
LCP Thresholds
GoodUnder 2.5s — Google rewards in rankings and Ad Quality Score
<2.5s
Needs Improvement2.5–4.0s — Quality Score penalty begins
2.5–4s
PoorOver 4.0s — significant CPC increase and ranking drop
>4s
INP Thresholds (replaced FID)
GoodUnder 200ms — form interactions feel instant
<200ms
Needs Improvement200–500ms — form lag, dropdown sluggishness
200–500ms
PoorOver 500ms — users perceive page as broken
>500ms
CLS Thresholds (Layout Shift)
GoodUnder 0.1 — stable layout, no accidental taps
<0.1
Needs Improvement0.1–0.25 — CTA button shifts mid-tap on mobile
0.1–0.25
PoorOver 0.25 — user taps wrong element, form errors
>0.25
CRO Checklist — /emergency-boiler-repair
| CRO Element | Status | Impact |
|---|---|---|
| Headline matches ad copy | ✓ Pass | — |
| CTA visible above fold | ✗ Fail | High |
| Phone number clickable (tel:) | ✗ Fail | High |
| Form above fold (or sticky) | ✗ Fail | High |
| Social proof (reviews) visible | ⚠ Partial | Medium |
| Trust badges (Gas Safe, etc.) | ✓ Pass | — |
| Form fields ≤ 5 | ✗ 7 fields | High |
| Load time < 3s | ✗ 5.8s | High |
| Urgency/scarcity element | ✗ Missing | Medium |
| Price / estimate shown | ✗ Missing | Medium |
| Video testimonial | ✗ Missing | Low |
| Live chat widget | ⚠ Offline | Medium |
| Exit intent popup | ✗ Missing | Medium |
| Mobile sticky CTA bar | ✗ Missing | High |
Trust Signals Audit
| Trust Element | Present? | Recommendation |
|---|---|---|
| Gas Safe Registration badge | ✓ Yes | Make clickable to verify page |
| Google Reviews embed (live) | ✗ No | |
| Trustpilot widget | ✗ No | Add if on Trustpilot |
| Before/after photos | ✗ No | High CVR impact for trades |
| Engineer profile photo | ⚠ Stock photo | Replace with real photo |
| Years in business | ✓ Yes | Good |
| Price guarantee / no callout fee | ✗ No | |
| Response time guarantee | ✗ No | "We call back in 15 min" |
| Accreditations (CIPHE, etc.) | ⚠ Listed only | Add badge images |
Priority Fix List — Ranked by Revenue Impact
| Fix | Est. CVR Lift | Est. Revenue/mo | Effort | Action |
|---|---|---|---|---|
| 1. Add mobile sticky CTA bar (call + form) | +35–50% | +£840/mo | 2h dev | |
| 2. Fix phone image → tel: link | +20–30% | +£480/mo | 30min | |
| 3. Move form above fold | +25–40% | +£600/mo | 4h dev | |
| 4. Fix Safari mobile form JS bug | +15–20% | +£360/mo | 1h dev | |
| 5. Reduce form to 4 fields (name, phone, service, postcode) | +15–25% | +£360/mo | 2h dev | |
| 6. Embed live Google reviews | +8–12% | +£180/mo | 2h | |
| 7. Add "We respond in 15 minutes" guarantee | +5–10% | +£120/mo | 30min |
Mobile is 58% of your paid traffic but generates only 32% of conversions. Desktop CVR: 4.8%. Mobile CVR: 2.1%. Fixing mobile alone doubles your effective budget value without spending an extra penny.
Mobile UX Issues — /emergency-boiler-repair
| Issue | Severity | Fix |
|---|---|---|
| CTA button below fold on 375px screens | Critical | Add sticky bottom bar |
| Phone number image (not tap-to-call) | Critical | Replace with <a href="tel:..."> |
| Form dropdown — tiny touch targets | High | Min 44px tap targets |
| Layout shift (CLS 0.28) on ad banner load | High | Reserve space with min-height |
| Text too small in trust badges (9px) | Medium | Min 12px, increase badge size |
| Form date picker unusable on mobile | Medium | Replace with <input type="date"> |
| Images not WebP — slowing LCP | Medium | Convert to WebP, add lazy loading |
| No tap-to-WhatsApp button | Medium | Add WhatsApp floating button |
Mobile Sticky CTA Bar — Recommended Design
Mobile screen preview (375px)
↑ This sticky bar stays visible at all times. Estimated impact: +35–50% mobile CVR based on industry benchmarks for home services.
A/B Test Roadmap — Prioritised by Expected Impact
| # | Test | Control | Variant | Hypothesis | Expected Lift | Sample Needed | Status |
|---|---|---|---|---|---|---|---|
| 1 | CTA Position | CTA at 65% scroll | CTA at top + sticky mobile bar | Users who see CTA early convert 3× more than those who scroll to find it | +40–60% | 800 sessions | |
| 2 | Form Length | 7-field form | 4-field form (name, phone, service, postcode) | Each extra field reduces completion by ~10%. Removing 3 fields = +30% completions | +25–35% | 600 sessions | |
| 3 | Headline | "Emergency Boiler Repair London" | "Boiler Broken? We're There in 60 Minutes — Guaranteed" | Outcome-focused headline with guarantee beats keyword-match headline for non-branded intent | +15–25% | 1,000 sessions | |
| 4 | Social Proof Placement | Reviews at bottom of page | Star rating + 2 reviews directly above form | Placing social proof adjacent to conversion point reduces last-moment doubt | +10–20% | 800 sessions | |
| 5 | Price Transparency | No pricing info | "From £69 call-out — fixed price quote before work starts" | Showing starting price pre-qualifies visitors and reduces price-shock abandonment | +8–15% | 1,200 sessions | |
| 6 | Urgency Element | No urgency signals | "3 engineers available near you now — book before 6pm for same-day" | Real-time scarcity and deadline increases urgency in emergency service searches | +8–12% | 1,000 sessions |
Run tests sequentially, not simultaneously. Start with Test 1 (CTA Position) — highest impact, fastest results. At 3,210 sessions/month on the emergency boiler page, you'll reach significance in ~8 days. Use Google Optimize (free) or VWO.
Speed Fix Roadmap — /emergency-boiler-repair (LCP: 5.8s → target 2.5s)
| Issue | Current Impact | Fix | Expected LCP Saving | Effort |
|---|---|---|---|---|
| Hero image not preloaded (1.8MB PNG) | +2.4s LCP | Add <link rel="preload"> + convert to WebP + compress to <200KB | −2.0s | 1h |
| Render-blocking CSS (4 external stylesheets) | +0.8s LCP | Inline critical CSS, defer non-critical | −0.6s | 2h |
| Google Fonts loading (not preconnected) | +0.4s LCP | Add preconnect + font-display: swap | −0.3s | 30min |
| Third-party scripts (chat, analytics) blocking render | +0.6s LCP | Defer all non-critical scripts with async/defer | −0.4s | 1h |
| No CDN — server in US, users in UK | +0.5s TTFB | Enable Cloudflare free CDN (UK edge node) | −0.4s | 30min |
| CLS from ad banner (no reserved space) | CLS 0.28 | Add min-height container before banner loads | CLS → 0.05 | 30min |
If all 6 fixes applied: LCP drops from 5.8s → ~2.3s. PageSpeed score rises from 22 → ~78. Quality Score improvement expected: +1–2 points. This reduces your CPC by 10–15% while maintaining the same ad rank — effectively making every pound work harder.
📋 Daily Briefing
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⚡ Decision Center
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✅ Approval Queue
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📊 Google Ads Intelligence
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🔀 Dual Conversions
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📍 GMB Intelligence
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📉 Google Trends
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🌦️ Weather Demand
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🕵️ Competitor Spy
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