PART 2
Traffic Analysis and Reporting
for Websites Using ClubRunner CMS

Choose the reporting period using the date picker at the top right of the GA4 window.

The starting point for every report. Gives the overall picture before moving on to sources and content. Sessions, Engaged sessions, Engagement rate and Average engagement time per session come from the table in Traffic acquisition; Users and New users come from the companion report User acquisition.

Download the table using the download icon (↓) at the top right of the report — exports to CSV or Google Sheets.

Shows where visitors come from — essential for assessing whether the site is reached mainly through search engines, direct links (e.g. from club emails), social media, or other sites.

Primary dimension: Session default channel group (Organic Search, Direct, Referral, Organic Social, Unassigned, etc.). Metrics: Sessions, Engaged sessions, Engagement rate.

What content is actually being consumed — the basis for assessing whether the district's priority pages (e.g. the project fund, events) are getting through.

Dimension: Page title and screen class (or Page path). Metrics: Views, Active users, Average engagement time. Sort descending on Views and include the top 10–15 in the working data — only the 5–10 most relevant will make it into the final report.

Custom events capture action, not just viewing — a stronger engagement signal than page views. Six events are configured in Part 1 and sent to GA4 under five event names; downloads are split across two GTM tags that share the event name file_download:

The standard report only gives total counts per event name. Open the five-tab exploration built in Part 1 (section 1d) to see the breakdown by document, link, or search term:

Not a main focus for the district report, but worth a quick check: an unusual geographic distribution (a lot of traffic outside Sweden) or an extremely high share of a single device type can indicate bot/spam traffic rather than genuine visitors.

Search Console data in GA4 shows the incoming search traffic: which search terms in Google lead visitors to the site, which pages rank, and how visible the site is in search results. It complements the on-site search tracking (1e), which shows what visitors look for once they are already on the site.

What you'll find here

What to look out for

High impression share, low CTR (click-through rate below ~2%) suggests the page appears in search results but the title or description isn't compelling enough to earn clicks — a sign the metadata needs review.

Search terms with no matching page — if visitors search for, say, "Rotary [city] membership" but no page ranks for it, that may be a content gap to fill.

Compare with on-site search: terms that are frequently searched both in Google and in on-site search (section 1e) are a strong signal that the content is either missing or hard to find.

GA4 answers what is happening — how many visits, which pages, which events. Clarity answers why: it records visitor sessions and builds heatmaps showing where visitors click, how far they scroll, and where they get stuck.

The key tools

Filter by device

All heatmaps can be filtered by device — Desktop, Tablet or Mobile — directly in the heatmap interface. This gives more than GA4's device figures: it shows how behaviour differs, not just how many people visit from each device. ClubRunner sites are rarely fully mobile-optimised, and comparing desktop with mobile can quickly reveal where the layout falls short.

AI Insights

Clarity has a built-in AI summary (AI Insights) that automatically analyses heatmaps and recordings and identifies patterns — e.g. "most users click on X but ignore Y" or "many leave the page at this step". It's a good starting point for a webmaster who doesn't want to review dozens of recordings manually.

How to use Clarity best alongside GA4

GA4 shows that a page has a high bounce rate — Clarity shows what happens during those visits. Filter recordings to the specific page and watch about ten sessions. Patterns tend to emerge quickly.

GA4 shows that a button is rarely clicked — Clarity's heatmap shows whether visitors even see it, or whether it falls below the fold for most visitors.

Shows whether embedded videos are actually watched, or just scrolled past. A tier-3 metric (ongoing monitoring). Two data sources complement each other:

Shows the path visitors take through the website — e.g. whether they move on from an article to a donation page or project fund. Used to assess whether navigation and CTAs are working as intended. A tier-3 metric.

Choose a starting point (e.g. a specific page or event) and GA4 shows visitors' next steps and where they drop out of the flow. Most useful when analysing a specific visit path: e.g. Homepage → Project fund → Donation form.

The suggested structure is: conclusion first, interpretive prose under headings, figures gathered in a table at the end. The structure below covers web metrics from GA4 and Clarity. Analysis of other channels — newsletters, Facebook, and so on — should be added to give a complete picture of communications. Bear in mind that the report's recipients are unlikely to be GA-literate and are not interested in raw data or unnecessary jargon.
See the support page on Traffic Analysis (use translation buttons at the top of the page) for suggested key metrics split across three tiers.

Feel free to let your favourite AI do the heavy lifting. Upload the text on key metrics from the Traffic Analysis support page along with the CSV files from GA4. Ask it to analyse and compile the report according to the structure below (which you should also upload).