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THE SEO MEASUREMENT REPORTING KIT
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A four-step workflow from imperfect analytics to defensible reporting.
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START HERE
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01 REVIEW THE EXAMPLESee how search visibility, consent-limited GA4, and verified backend outcomes are reported separately.
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02 ENTER YOUR DATAOpen DATA INPUTS. Add before and after totals; use Known Change % only when totals aren't available.
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03 FINISH YOUR REPORTOpen YOUR REPORT. The performance results appear automatically. Complete the limitation and decision for each KPI.
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04 WRITE THE CONCLUSIONSummarize the evidence, measurement boundary and next reporting decision. Never invent missing attribution.
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FIVE EVIDENCE CATEGORIES
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MEASUREDActivity directly recorded within the population the system can observe.
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MODELEDStatistical estimate, not an observed visit or conversion.
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VOLUNTARYWhat a user intentionally reports (for example, “How did you hear about us?”).
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AGGREGATESearch-level or group-level totals, such as GSC clicks and impressions.
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UNAVAILABLEData that cannot be captured or joined reliably under the permitted collection rules.
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REPORTING GUARDRAILS
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GSC clicks ≠ GA4 sessions. A consent rejection percentage ≠ the percentage of organic sessions missing. CRM records may be verified outcomes without verified organic attribution.
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PUBLISHING NOTE • The sample's 12% and 71% GA4/Braze reporting gaps are figures supplied for this article and should be verified against source records before being presented as actual results.
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