# Event-page search discovery and visit review sheet

Editable worksheet · English · one copy per event edition and review date

This sheet separates what happened **in Google Search** from what the tagged event site observed **after arrival**. A Search Console click, a GA4 session, a ticket-link click and a confirmed ticket order are different events. Use aggregate data appropriate to your team's access; do not paste private account identifiers or visitor records into a public document.

## 1. Scope and decision

| Field | Fill in |
|---|---|
| Event and edition |  |
| Public event page URL and host |  |
| Other relevant pages: venue / agenda / prior edition |  |
| Editorial question to answer |  |
| Review owner / page-fact owner / analytics owner |  |
| Publication, agenda-update, on-sale and promotion dates |  |
| Search Console property scope: domain or URL prefix |  |
| GA4 property/site coverage confirmed by |  |
| Ticket order system and reporting owner, if relevant |  |

**Decision boundary:** Are we reviewing (a) appearance and clicks in Google Search, (b) sessions that land on the tagged event site, (c) observed on-site actions, or (d) orders recorded by the ticket provider? Check only the sources that actually cover the page. A page hosted by another service may be outside your own properties.

## 2. Comparable evidence windows

| Item | Baseline window | Follow-up window | Notes |
|---|---|---|---|
| Dates and time zone |  |  | Complete days? Preliminary Search Console data? |
| Event lifecycle stage |  |  | Launch, program update, on-sale, final week, post-event |
| Google Search type / country / device |  |  | Keep filters equivalent |
| Search Console page URL filter |  |  | Check reported canonical URL in Pages table |
| GA4 landing-page path and query variant |  |  | Same host and page scope? |
| GA4 Session source / medium |  |  | For Google organic, use `google / organic` |
| Measurement or content changes between windows |  |  | Dates, tags, consent setup, redirects, campaigns |

## 3. Page-by-page observation matrix

Copy a row for each relevant URL. Do not add clicks to sessions or divide one by the other as a conversion rate.

| Page URL / edition | Search Console clicks | Search Console impressions | Search Console CTR | Top attendee-task queries | GA4 Google-organic landing sessions | Observed site action and definition | Ticket-provider orders, separate source | Important filter / uncertainty |
|---|---:|---:|---:|---|---:|---|---:|---|
|  |  |  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |  |  |

**Query notes:** Group phrases by question, such as date/place, program, speakers and admission. Search Console may omit individual query rows, so a missing phrase is not proof of zero interest. Note the exact URL Google attributes the data to.

## 4. Three content questions worth checking

| Observed query or pattern | Attendee question inferred | Existing page answer and source of event fact | Proposed edit or no edit | Fact approval owner | Published-page QA: phone / keyboard / ticket destination |
|---|---|---|---|---|---|
|  |  |  |  |  |  |
|  |  |  |  |  |  |
|  |  |  |  |  |  |

Avoid changing a confirmed date, venue or admission term solely because a chart moved. Have the event-fact owner verify any correction.

## 5. Difference investigation

When Google Search clicks and GA4 sessions differ more than expected, record checks without assuming that every click should become one session.

| Check | Result / evidence | Owner / next action |
|---|---|---|
| Same date range, country, device, page and host? |  |  |
| Search Console page table credits a canonical or alternate URL? |  |  |
| GA4 tag observed on the published landing page? |  |  |
| Redirect or language route changes the landing path? |  |  |
| Collection limits, including visitor privacy choices, noted without bypassing them? |  |  |
| GA4 property time zone differs from Search Console reporting? |  |  |
| Newest Search Console data still preliminary? |  |  |
| Gap explained, partially explained or unresolved? |  |  |

## 6. Release and follow-up log

| Date / version | Observed fact (not interpretation) | Plausible explanations | Decision and exact page section | Published change or measurement ticket | QA result | Next comparable review |
|---|---|---|---|---|---|---|
|  |  |  |  |  |  |  |

Possible outcomes: publish one verified answer to an attendee question, ask the analytics owner to investigate instrumentation, or leave the page unchanged because the evidence is insufficient. Preserve the filters with the conclusion so another editor can repeat the comparison.

## Source references for measurement definitions

- [Google Search Central: Search Console and Google Analytics together](https://developers.google.com/search/docs/monitor-debug/google-analytics-search-console)
- [Search Console: common Performance tasks](https://support.google.com/webmasters/answer/17010961?hl=en)
- [Search Console: data aggregation and freshness](https://support.google.com/webmasters/answer/17011364?hl=en)
- [GA4: Landing page report](https://support.google.com/analytics/answer/12931766?hl=en)