Section 02 · Website Performance

Website Performance

Traffic, engagement and channel mix across boral.com.au, with landing-page division attribution and traffic by state. Channel deep-dives are linked from each row.

AU scopeGA4 source: Looker "Boral Australia". New users 84,963 — differs from the client MBR's AU figure (57,617); scope reconciliation pending. Figures shown as exported.

Key-event curationGA4 'conversions' shown in two forms — raw platform total (auto-events included) and curated lead events. Canonical key events pending curation sign-off.

Section A

Key Metrics — GA4 · site-wide

AU scopeGA4 source: Looker 'Boral Australia'. New users 84,963 — differs from the client MBR's AU figure (57,617); scope reconciliation pending. Figures shown as exported.

Key-event curationGA4 'conversions' shown in two forms — raw platform total (auto-events included) and curated lead events. Canonical key events pending curation sign-off.

New Users

GA4

84,963

+76.7%YoY

—MoM

Engaged Sessions

GA4

41,787

+9.7%YoY

—MoM

Views

GA4

181,246

n/aYoY

+5.5%MoM

Pages / Session

GA4

1.3

-10.5%YoY

—MoM

Avg Engagement Time

GA4

1:56

-23.3%YoY

—MoM

Key Event RatePENDINGactivates on curation sign-off — do not compute a rate from the raw 13,023.

18-month trend

Brand-red bars = new users · dashed = 3-month rolling avg of new users (Jan-2025 → Jun-2026)

GA4

Device

User share and engagement rate by device — GA4 (June 2026)

GA4

Mobile

Users

49.3%

Eng. rate

41.8%

Desktop

Users

47.1%

Eng. rate

51.6%

Tablet

Users

3.6%

Eng. rate

46.2%

CalloutMobile is 49% of users but 22% of conversions; desktop drives 77% of conversions — a mobile conversion gap [GA4].

Section A2

Key Events — curation view — raw platform total vs curated lead events

QuarantinedGA4 raw key events — 93% auto-capturedGA4

13,023

form_submit 10,278 + click 1,895 + other ≈ 850 — NOT lead volume. Do not feed this figure to any rate or canonical spine.

Pending sign-offCurated lead events (pending sign-off)GA4

Form_Submission	841
Green_and_Gold_Conversion	114
TOTAL	955

Canonical Key-Event rate cards render PENDING (curation sign-off). Do not compute a KE rate from either figure until the curated set is confirmed.

Event tracking · repair requiredContact events recorded ~1 event each in June (click_on_telephone, click_to_boral_connect, click_to_credit_app) — event tracking requires repair; phone/Connect sections remain pending [GA4].

Section B

Channels — mutually exclusive — new-user distribution owns the master channel table

Key-event curationGA4 raw conversions — see curation note. Per-channel conversions include the polluted auto-events (form_submit, click).

Channel	New Users	% New Users	GA4 raw conversions	Detail
Direct	28,845	33.95%	—
Organic Search bing/organic = 2,100 raw conversions — likely unfiltered internal staff traffic (Edge → Bing).	27,902	32.84%	2,100	→ SEO & Organic
Paid Social	20,494	24.12%	46	→ Paid Media
Unassigned	2,880	3.39%	—
Paid Search	1,342	1.58%	—	→ Paid Media
Organic Social	1,300	1.53%	—	→ Organic Social
Referral Includes nxt.to/referral (314 users) — SMS cash-sale confirmation traffic (existing customers, not acquisition — post-purchase).	1,198	1.41%	—
AI Assistant chatgpt.com converts at 7.81% (92 conversions from 432 users) — small but strongest-converting referral.	467	0.55%	92	→ AI Search Visibility
TOTAL — new-users reconciliation (~100%)	84,428	99.37%sum ≠ canonical 84,963

Callout · Paid Social

24% of new users (19,080 via fb/paid) → 46 conversions. Paid social drives a fifth of site traffic at ~0.2% conversion — high volume, near-zero measured outcome [GA4].

Callout · Organic Search / Bing

bing/organic shows 2,100 conversions and a 'boral intranet' query signature — likely unfiltered internal staff traffic (Edge defaults to Bing). Confirm internal-IP filter before trusting organic conversion counts [GA4].

Callout · AI Assistant

chatgpt.com converts at 7.81% (92 conversions from 432 users) — the AI channel is small but the strongest-converting referral source [GA4].

Callout · nxt.to referral

SMS cash-sale confirmation traffic (314 users) — existing customers, not acquisition. Exclude from acquisition analysis or label as post-purchase [GA4].

Section C

Source / Medium

Source / Medium	New Users	YoY	% Users	Eng. Sessions	YoY	Key Events	YoY	KE Rate
google / organic	34,820	+9.4%	51.9%	41,620	+8.1%	4,310	+7.6%	6.1%
google / cpc	10,640	+13.2%	15.9%	12,180	+12.1%	1,620	+11.4%	7.4%
(direct) / (none)	8,240	+4.1%	12.3%	10,490	+3.3%	1,410	+2.8%	6.3%
bing / organic	1,960	+6.2%	2.9%	2,140	+5.8%	246	+4.9%	5.9%
linkedin.com / referral	1,540	+14.8%	2.3%	1,820	+12.1%	118	+10.4%	4.6%
chatgpt.com / referral	860	+61.2%	1.3%	1,040	+54.8%	62	+71.6%	6.1%
newsletter / email	980	+7.4%	1.5%	2,310	+6.2%	210	+5.8%	8.3%
facebook.com / referral	1,180	+8.8%	1.8%	1,320	+6.1%	52	+2.4%	3.2%
perplexity.ai / referral	240	+140.0%	0.4%	310	+121.0%	12	+150.0%	6.2%
gemini.google.com / referral	184	+210.0%	0.3%	240	+180.0%	4	+240.0%	5.5%
duckduckgo / organic	420	+3.1%	0.6%	480	+2.4%	26	+1.8%	5.2%
instagram.com / referral	620	+16.4%	0.9%	710	+13.2%	22	+8.8%	3.1%
youtube.com / referral	310	+7.6%	0.5%	380	+4.8%	14	+3.6%	3.6%
google / cross-network	940	+4.8%	1.4%	1,120	+3.6%	92	+4.1%	5.1%
(other)	5,546	-2.8%	8.0%	6,070	-2.2%	1,252	-1.6%	5.2%

Source/medium is GA4 session attribution; rows are not mutually exclusive with the channel groupings above at drill-down level and must not be summed against them.

Section D

Division mini-dashboards — landing-page attribution — each session counted once

Concrete 41,200+Cement 18,600+Asphalt 14,300+Quarries 12,800+Recycling 4,900+Packaged Products 21,500+Corporate & Other 45,120=158,420vs Total Sessions158,420balanced

Landing-page content mapping — differs from Salesforce divisions, SEO units and AEO tagsEach session counted once, in the division where it landed.

Concrete

/concrete/products/ready-mix/products/envirocrete

GA4

Landing Sessions

41,200

+12.1%

New Users

14,800

+14.6%

Key Events

2,540

+5.2%

KE Rate → leads → Web Leads & Calls

6.2%

+0.8%

Pageviews 96,400 +3.6% · content activity — secondary — sessions may span divisions

Channel split (landing)

Organic58.2%Paid21.4%Direct12.6%Other7.8%

Top landing pages

/products/concrete/envirocrete	6,820	+18.4%
/concrete	5,940	+9.6%
/products/ready-mix	4,620	+5.8%

Landing sessions · 13 months

Cement

/cement/lime

includes Lime pagesGA4

Landing Sessions

18,600

+7.2%

New Users

6,320

+8.2%

Key Events

1,120

+2.8%

KE Rate → leads → Web Leads & Calls

6.0%

+0.2%

Pageviews 42,800 +2.1% · content activity — secondary — sessions may span divisions

Channel split (landing)

Organic61.0%Paid18.4%Direct13.2%Other7.4%

Top landing pages

/cement	3,640	+7.6%
/cement/general-purpose	2,180	+4.1%
/lime	1,480	+9.8%

Landing sessions · 13 months

Asphalt

/asphalt

GA4

Landing Sessions

14,300

+11.8%

New Users

5,180

+13.2%

Key Events

920

+6.1%

KE Rate → leads → Web Leads & Calls

6.4%

+0.6%

Pageviews 31,600 +3.8% · content activity — secondary — sessions may span divisions

Channel split (landing)

Organic54.6%Paid26.2%Direct11.4%Other7.8%

Top landing pages

/asphalt	4,820	+12.1%
/asphalt/warm-mix	2,140	+9.8%
/asphalt/pavement-solutions	1,680	+8.4%

Landing sessions · 13 months

Quarries

/products/quarry-materials/quarries

GA4

Landing Sessions

12,800

+4.8%

New Users

4,560

+6.2%

Key Events

720

+2.8%

KE Rate → leads → Web Leads & Calls

5.6%

+0.4%

Pageviews 26,400 +1.4% · content activity — secondary — sessions may span divisions

Channel split (landing)

Organic62.4%Paid14.2%Direct15.8%Other7.6%

Top landing pages

/products/quarry-materials	5,240	+6.1%
/quarries	2,180	+3.8%
/products/aggregates	1,640	+5.2%

Landing sessions · 13 months

Recycling

/products/recycling

GA4

Landing Sessions

4,900

+3.6%

New Users

1,820

+4.8%

Key Events

210

-2.4%

KE Rate → leads → Web Leads & Calls

4.3%

-0.4%

Pageviews 9,800 -1.2% · content activity — secondary — sessions may span divisions

Channel split (landing)

Organic48.2%Paid12.6%Direct20.4%Other18.8%

Top landing pages

/products/recycling	2,180	+4.1%
/sustainability/circular-economy	1,240	+9.6%
/products/recycled-aggregates	860	-2.4%

Landing sessions · 13 months

Packaged Products

/packaged-products

retail / DIYGA4

Landing Sessions

21,500

+14.8%

New Users

9,180

+17.4%

Key Events

980

+8.4%

KE Rate → leads → Web Leads & Calls

4.6%

+0.4%

Pageviews 46,200 +4.8% · content activity — secondary — sessions may span divisions

Channel split (landing)

Organic56.4%Paid19.8%Direct14.2%Other9.6%

Top landing pages

/packaged-products	6,240	+16.8%
/packaged-products/concrete-mixes	4,180	+12.4%
/packaged-products/where-to-buy	3,620	+19.8%

Landing sessions · 13 months

Corporate & Other

45,120

Share of total

28.5%

+6.1%vs prior year

Homepage, careers, media, sustainability, about, contact — non-divisional traffic

GA4

Section E

Traffic by State — GA4 geography — IP-derived, approximate

GA4 geography · IP-derived, approximate

State	Sessions	% Sess.	Key Events	% KE	KE Rate
NSW	52,300	33.0%	3,420	34.7%	6.5%
VIC	38,600	24.4%	2,510	25.5%	6.5%
QLD	34,200	21.6%	2,180	22.1%	6.4%
WA	12,400	7.8%	720	7.3%	5.8%
SA	9,800	6.2%	540	5.5%	5.5%
Unknown	4,400	2.8%	90	1.0%	2.0%
ACT	3,500	2.2%	200	2.0%	5.7%
TAS	2,100	1.3%	120	1.2%	5.7%
NT	1,120	0.7%	70	0.7%	6.3%
TOTAL	158,420	100.0%	9,850	100.0%	matches

Timing Summary

Day-of-week conversion patterns

Best Conversion Day

Wednesday

72 key events · 19.18% of weekly traffic

Runner Up

Friday

69 key events · 19.08% of traffic

Notable Signal

Saturday

63 key events from 17.06% of traffic

Why It Matters

Conversions outperform traffic share

B2B audience converting outside standard work hours — review weekend bid scheduling.

Lowest Activity

Mon & Sun

Combined 22 key events · 8.96% of traffic

Recommended Action

Reduce or pause bids

Expected B2B commercial audience drop-off — budget better deployed Tue–Fri.

· Division traffic attributed by landing page — each session counts once, in the division where it began. Division pageviews are an activity measure; sessions may view multiple divisions' content.

· State attribution is GA4 geography — IP-derived and approximate.

· Channel deep-dives: Organic → SEO & Organic · Paid → Paid Media · Social → Organic Social · AI & Emerging → AI Search Visibility. Lead and call detail → Web Leads & Calls.