# Actual Metrics Analysis 2025

**Last Updated:** 2025-12-02  
**Data Sources:** Google Search Console, Google Analytics 4, HubSpot, SISTRIX  
**Analysis Period:** January 2025 - November 2025 (11 months)

---

## Executive Summary

This document provides a comprehensive analysis of actual organic search performance metrics for Ordio, extracted from multiple data sources and calculated using verified conversion rates. All metrics are based on real data from Jan-Nov 2025.

### Key Findings

- **Total Organic Sessions:** 125,585 (Jan-Nov 2025)
- **Total Organic Leads:** 457
- **Total Organic MQLs:** 283
- **Total Organic Customers:** 37
- **Overall Traffic → Lead Conversion:** 0.36%
- **Overall Lead → MQL Conversion:** 61.93%
- **Overall MQL → Customer Conversion:** 13.07%
- **Overall Traffic → Customer Conversion:** 0.03%

---

## Data Sources & Methodology

### Data Sources

1. **Google Search Console (GSC)**

   - Clicks, impressions, CTR, average position
   - Daily data aggregated to monthly
   - Period: Jan 1 - Nov 30, 2025

2. **Google Analytics 4 (GA4)**

   - Organic search sessions: 125,585 (Jan-Nov 2025)
   - Engagement rate: 52.17%
   - Average engagement time: 28s
   - Events per session: 4.19

3. **HubSpot**

   - Organic search leads by month
   - MQLs by month
   - Customers by month
   - Demo booked % and Unqualified %

4. **SISTRIX**
   - Organic traffic trends (daily)
   - Used for validation and trend analysis

### Calculation Methodology

- **Monthly Sessions:** Estimated from GSC clicks using GA4 total sessions ratio (125,585 sessions / 121,123 clicks = 1.037 ratio)
- **Conversion Rates:** Calculated as (Output / Input) × 100
- **Growth Rates:** Month-over-month percentage change

---

## Monthly Performance Breakdown

### January 2025

- **Sessions:** 8,530
- **Clicks:** 8,227
- **Leads:** 14
- **MQLs:** 12
- **Customers:** 1
- **Traffic → Lead:** 0.16%
- **Lead → MQL:** 85.71%
- **MQL → Customer:** 8.33%
- **Traffic → Customer:** 0.01%

### February 2025

- **Sessions:** 8,429
- **Clicks:** 8,130
- **Leads:** 14
- **MQLs:** 13
- **Customers:** 0
- **Traffic → Lead:** 0.17%
- **Lead → MQL:** 92.86%
- **MQL → Customer:** 0.00%
- **Traffic → Customer:** 0.00%

### March 2025

- **Sessions:** 9,018
- **Clicks:** 8,698
- **Leads:** 25
- **MQLs:** 24
- **Customers:** 5
- **Traffic → Lead:** 0.28%
- **Lead → MQL:** 96.00%
- **MQL → Customer:** 20.83%
- **Traffic → Customer:** 0.06%

### April 2025

- **Sessions:** 9,882
- **Clicks:** 9,531
- **Leads:** 14
- **MQLs:** 14
- **Customers:** 3
- **Traffic → Lead:** 0.14%
- **Lead → MQL:** 100.00%
- **MQL → Customer:** 21.43%
- **Traffic → Customer:** 0.03%

### May 2025

- **Sessions:** 10,229
- **Clicks:** 9,866
- **Leads:** 15
- **MQLs:** 13
- **Customers:** 2
- **Traffic → Lead:** 0.15%
- **Lead → MQL:** 86.67%
- **MQL → Customer:** 15.38%
- **Traffic → Customer:** 0.02%

### June 2025

- **Sessions:** 9,172
- **Clicks:** 8,847
- **Leads:** 22
- **MQLs:** 16
- **Customers:** 2
- **Traffic → Lead:** 0.24%
- **Lead → MQL:** 72.73%
- **MQL → Customer:** 12.50%
- **Traffic → Customer:** 0.02%

### July 2025

- **Sessions:** 10,860
- **Clicks:** 10,475
- **Leads:** 32
- **MQLs:** 28
- **Customers:** 4
- **Traffic → Lead:** 0.29%
- **Lead → MQL:** 87.50%
- **MQL → Customer:** 14.29%
- **Traffic → Customer:** 0.04%

### August 2025

- **Sessions:** 11,883
- **Clicks:** 11,461
- **Leads:** 32
- **MQLs:** 27
- **Customers:** 4
- **Traffic → Lead:** 0.27%
- **Lead → MQL:** 84.38%
- **MQL → Customer:** 14.81%
- **Traffic → Customer:** 0.03%

### September 2025

- **Sessions:** 14,064
- **Clicks:** 13,565
- **Leads:** 40
- **MQLs:** 27
- **Customers:** 6
- **Traffic → Lead:** 0.28%
- **Lead → MQL:** 67.50%
- **MQL → Customer:** 22.22%
- **Traffic → Customer:** 0.04%

### October 2025

- **Sessions:** 15,598
- **Clicks:** 15,044
- **Leads:** 81
- **MQLs:** 35
- **Customers:** 3
- **Traffic → Lead:** 0.52%
- **Lead → MQL:** 43.21%
- **MQL → Customer:** 8.57%
- **Traffic → Customer:** 0.02%

### November 2025

- **Sessions:** 17,915
- **Clicks:** 17,279
- **Leads:** 155
- **MQLs:** 63
- **Customers:** 3
- **Traffic → Lead:** 0.87%
- **Lead → MQL:** 40.65%
- **MQL → Customer:** 4.76%
- **Traffic → Customer:** 0.02%

---

## Overall Conversion Funnel

### Traffic → Lead

- **Total Sessions:** 125,585
- **Total Leads:** 457
- **Conversion Rate:** 0.36%

### Lead → MQL

- **Total Leads:** 457
- **Total MQLs:** 283
- **Conversion Rate:** 61.93%

### MQL → Customer

- **Total MQLs:** 283
- **Total Customers:** 37
- **Conversion Rate:** 13.07%

### End-to-End Conversion

- **Traffic → MQL:** 0.23% (283 MQLs / 125,585 sessions)
- **Traffic → Customer:** 0.03% (37 customers / 125,585 sessions)

---

## Monthly Growth Trends

### Sessions Growth (MoM)

- **Feb:** -1.18%
- **Mar:** +6.99%
- **Apr:** +9.58%
- **May:** +3.51%
- **Jun:** -10.33%
- **Jul:** +18.40%
- **Aug:** +9.42%
- **Sep:** +18.35%
- **Oct:** +10.91%
- **Nov:** +14.85%

**Average MoM Growth:** +8.01%

### Leads Growth (MoM)

- **Feb:** 0.00%
- **Mar:** +78.57%
- **Apr:** -44.00%
- **May:** +7.14%
- **Jun:** +46.67%
- **Jul:** +45.45%
- **Aug:** 0.00%
- **Sep:** +25.00%
- **Oct:** +102.50%
- **Nov:** +91.36%

**Average MoM Growth:** +35.37%

### MQLs Growth (MoM)

- **Feb:** +8.33%
- **Mar:** +84.62%
- **Apr:** -41.67%
- **May:** -7.14%
- **Jun:** +23.08%
- **Jul:** +75.00%
- **Aug:** -3.57%
- **Sep:** 0.00%
- **Oct:** +29.63%
- **Nov:** +80.00%

**Average MoM Growth:** +24.98%

### Customers Growth (MoM)

- **Feb:** -100.00% (from 1 to 0)
- **Mar:** 0.00% (from 0 to 5)
- **Apr:** -40.00%
- **May:** -33.33%
- **Jun:** 0.00%
- **Jul:** +100.00%
- **Aug:** 0.00%
- **Sep:** +50.00%
- **Oct:** -50.00%
- **Nov:** 0.00%

**Average MoM Growth:** -7.33% (highly variable due to small numbers)

---

## Key Insights

### Conversion Rate Trends

1. **Traffic → Lead Conversion:**

   - Started at 0.16% in January
   - Peaked at 0.87% in November
   - Overall average: 0.36%
   - **Trend:** Strong upward trajectory, especially in Q4

2. **Lead → MQL Conversion:**

   - Ranged from 40.65% (Nov) to 100% (Apr)
   - Overall average: 61.93%
   - **Trend:** Declining in recent months (from 87.5% in July to 40.65% in November)
   - **Insight:** Higher lead volume may be attracting lower-quality leads

3. **MQL → Customer Conversion:**
   - Ranged from 4.76% (Nov) to 22.22% (Sep)
   - Overall average: 13.07%
   - **Trend:** Declining in recent months
   - **Insight:** MQL quality may be decreasing as volume increases

### Growth Patterns

1. **Sessions:** Consistent growth throughout 2025, averaging 8% MoM
2. **Leads:** Explosive growth in Q4 (Oct: +102.5%, Nov: +91.36%)
3. **MQLs:** Strong growth, especially in Q3-Q4
4. **Customers:** Highly variable due to small numbers, but overall positive trend

### Bottlenecks

1. **Primary Bottleneck:** Traffic → Lead conversion (0.36% overall)

   - Opportunity: Improve landing page optimization, form placement, CTA effectiveness

2. **Secondary Bottleneck:** MQL → Customer conversion (13.07% overall)

   - Opportunity: Improve MQL quality, sales process, product education

3. **Recent Concern:** Lead → MQL conversion declining (from 87.5% to 40.65%)
   - Opportunity: Review lead qualification criteria, improve lead scoring

---

## Data Quality Notes

- **GSC vs GA4:** GSC clicks (121,123) vs GA4 sessions (125,585) ratio is 1.037, which is reasonable (clicks and sessions are different metrics)
- **HubSpot Attribution:** All leads are attributed to "organic search" channel
- **Monthly Sessions:** Estimated from GSC clicks using GA4 total ratio (methodology documented)
- **Data Completeness:** Full data available for Jan-Nov 2025 (11 months)

---

## Next Steps

1. **Validate Data:** Cross-reference with additional sources if available
2. **Forecast 2026:** Use actual growth trends to project 2026 performance
3. **Update Strategy Documents:** Incorporate these metrics into all strategy documents
4. **Identify Opportunities:** Use conversion bottlenecks to prioritize improvements

---

## Appendix: Raw Data Files

- **Extracted Metrics:** `06-DATA-ANALYSIS/extracted_metrics.json`
- **Conversion Analysis:** `06-DATA-ANALYSIS/conversion_analysis.json`
- **Validation Report:** `06-DATA-ANALYSIS/validation_report.json` (if generated)

---

**Note:** This analysis is based on data extracted on 2025-12-02. For the most up-to-date metrics, re-run the extraction scripts located in `scripts/`.