GA4 · October 2026 vs September 2026
Northwind Outfitters
GA4 — October 2026
Executive summary
Northwind Outfitters closed October 2026 on GA4 with 795 conversions, $0.00 CPA, 23,100 sessions. Against September 2026, Conversion value rose +23.3% and Conversions rose +21.4%.
Wins
Paid Search produced the most conversions (310). Conversion value moved in the right direction, +23.3% versus the prior period.
Concerns
Nothing in this export is clearly broken. The risk is treating one month as a trend, especially if conversion tracking or the campaign mix changed.
What changed, and why it might have
Conversion value rose +23.3%. Conversions rose +21.4%. Sessions rose +6.9%. The export does not record why. If results jumped while spend fell, that is a hypothesis, not a finding: a shift toward higher-intent campaigns, cheaper clicks, or a change in what counts as a conversion. Confirm the conversion definition was stable before treating the lift as incremental sales.
Breakdown
| Name | Conversions | Conv. value | Sessions |
|---|---|---|---|
| Organic Search | 240+14.3% | $18,400+13.6% | 8,200+3.8% |
| Paid Search | 310+19.2% | $24,600+24.2% | 5,400+8.0% |
| Direct | 70+27.3% | $6,100+27.1% | 4,600+4.5% |
| Paid Social | 80+33.3% | $4,200+35.5% | 3,100+10.7% |
| 95+35.7% | $8,700+35.9% | 1,800+20.0% |
Next month
- Treat the user total as directional. People who appear in more than one row are counted more than once.
- Send the client the three numbers that changed most, and one decision you want from them: hold, shift, or test. Keep the rest in the appendix table.
Users are summed across rows, so a person in more than one row is counted more than once.