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.

Section A

Key Metrics — GA4 · site-wide

New Users

GA4

52,480

+14.1%YoY

+6.2%MoM

Total Users

GA4

84,120

+11.6%YoY

+4.8%MoM

Engaged Sessions

GA4

71,930

+11.2%YoY

+4.8%MoM

Key Events

GA4

9,850

+8.1%YoY

+3.1%MoM

Engagement Rate

GA4

45.4%

+1.2 ppYoY

+0.6 ppMoM

Volume vs Efficiency

New Users +14.1% · Key Event Rate -1.5%

Volume outpacing efficiency — more traffic arriving with lower conversion intent.

→ lead detail → Web Leads & Calls

18-month trend

Brand-red bars = new users · charcoal line = engaged sessions · dashed = 3-month rolling avg of new users

GA4

Device

Sessions share and engagement rate by device — GA4

GA4

Mobile

Sessions

61.4%

Eng. rate

41.8%

Desktop

Sessions

32.8%

Eng. rate

51.6%

Tablet

Sessions

5.8%

Eng. rate

46.2%

Section A2

Key Events by Type — GA4 conversion actions

Event	Conversions	% of Conv Actions	YoY Δ
form_submit	7,830	79.5%	+7.0%
phone_link_click	955	9.7%	-18.0%
phone_call	768	7.8%	+65.0%
email_link_click	297	3.0%	+18.2%
TOTAL	9,850	100%	—

Section B

Channels — mutually exclusive — this page owns the master channel table

Channel	New Users	YoY	% New Users	Key Events	% Key Events	KE Rate	Detail
Organic Search	25,910	+13.2%	49.4%	4,860	49.3%	6.2%	→ SEO & Organic
Paid Search	7,990	+15.6%	15.2%	1,780	18.1%	7.4%	→ Paid Media
Direct	7,470	+5.8%	14.2%	1,410	14.3%	6.3%
Referral AI assistant domains excluded — counted separately under AI & Emerging	2,850	+8.2%	5.4%	480	4.9%	5.6%
Organic Social	2,080	+17.4%	4.0%	220	2.2%	3.5%	→ Organic Social
AI & Emerging	425	+78.4%	0.8%	78	0.8%	6.1%	→ AI Search Visibility
Email	1,305	+8.8%	2.5%	320	3.2%	8.1%
Cross-network	605	+6.1%	1.2%	92	0.9%	5.1%
Unassigned	3,845	-1.4%	7.3%	610	6.2%	5.2%
TOTAL — reconciliation check	52,480	matches	100.0%	9,850	100.0%	matches

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.