URL Breakdown

What is it?

URL Breakdown is the second tab in Advanced Analytics. It shows signals for every URL on your site that are not tied to one category. At the top Prism says: Site-wide signals that aren't tied to a specific category… Not affected by the Category / Sub-category filter on the other tab…

Why use it?

• To get a short executive view of whether SEO is improving or declining.
• To find pages that lost or gained rankings, impressions or clicks.
• To find new and lost URLs, and pages with tracking or quality problems.
• To export one row per URL for your own analysis.

Before you start

Connect GA4 and Search Console. Turn on Compare — many sections need it. See Date ranges and compare.

How to use it

1. Open the tab

   In Advanced Analytics, click URL Breakdown.

2. Check the Executive Briefing

   Read SEO Trajectory, Opportunity value and Traffic at risk.

3. Review movers and decay

   Scroll to Position Movers, Impression Movers and Content decay radar.

4. Export

   In Full URL Data Export, click Export Excel or Export CSV.

Understanding the screen

Executive Briefing

Other parts of the briefing:

• Growth decomposition — From new URLs, From existing URLs growing, From existing URLs declining, From lost URLs.
• Top 3 wins this period and Top 3 risks this period.
• Search demand divergence — Impressions growth, Clicks growth and Divergence (CTR moved ±Npt).
• Ranking improvement value — what your pages at positions 11–20 would earn at your own CTR for positions 4–10.
• Executive summary table — Metric, This period, Prior period, Change.
• Content decay radar — URL, Prev clicks, Now. Pages that were in last period's top 50 by clicks and have dropped out.
• Single-figure cards: Portfolio concentration risk, Data reliability score, Net URL portfolio change, and Total organic revenue and Revenue per session (only when you have revenue).

Site-Wide Snapshot

Tracked URLs, Avg. Position, Overall CTR, Impressions.

Movers

New & Lost URLs

• New this period — URL, Category, Sessions, Clicks.
• Lost this period — URL, Category, Prev sessions, Prev clicks.

Visibility Breadth

• Ranking position distribution.
• CTR performance vs. typical — see the bands below.
• Engagement quality distribution — 60%+, 30–60% and under 30%.
• Visibility concentration — the share of impressions and clicks from your top 10% of URLs.

Leaderboards

Top pages by sessions, by clicks and by impressions, plus Conversion leaders and Revenue leaders.

Opportunity & Quality Signals

Full URL Data Export

The preview table has URL, Category, Sessions, Clicks, Impr., CTR, Position, Typical CTR, Total vol. and Flags. Flags are Striking distance, Quick-win CTR, Zero visibility, Zero-click, Conflict and New.

Export Excel and Export CSV create a 63-column file with one row per URL: current, previous, absolute change and % change for each metric, plus Y/N flags. Lost URLs are included when Compare is on. The file is named url-breakdown- plus your project name. Each table also has its own Excel icon. See Full URL export.

Understanding the data

A "conflicting rule" means a URL matches more than one Category Builder rule. See Category Builder.

Example

For example, sessions rose 7% and average position slipped from 8.0 to 8.6. Sessions are up 5% or more and position slipped by less than 1, so SEO Trajectory shows Improving.

Tips

• Check GSC-only pages. They are seen often in Google but GA4 records no sessions for them, so check how they are tracked.
• Fix rule conflicts to raise your Data reliability score.

Common issues