Weekly GTM review · bold-bi

Headline

Bold BI paid search was dark for the whole period: 0 USD spend, against 2405.20 USD in the previous 28 days. Organic search weakened. GSC non-brand clicks fell 14.93% (809 vs 951) and brand clicks fell 10.82% (272 vs 305), even though "bold bi" impressions more than tripled. Real conversions (trial + demo + contact-sales) fell 8.39% to 131, with demo requests halving (9 vs 18). GA4 sessions (+31.91%) and pricing views (+262.66%) are inflated by aocr.org bot-like referrals and an unexplained direct-traffic spike, so neither is a real demand signal.

Score

No score. The weekly GTM review checklist doesn't define one, so overall_score stays null.

Top 3 actions

1. Fix GA4 data quality: confirm aocr.org is automated and exclude it (5197 sessions this period, up from 107). Filter internal and dev hosts, unmark bold_bi___website_home_page_visited as a key event, and explain the direct-traffic pricing-page spike (927 vs 112 views). This repeats from the 2026-11-02 review. | Owner: Web analytics owner (Bold BI) | Due: 2026-11-16
2. Find out why demo requests and brand CTR dropped: demo_fs went from 18 to 9 and /get-free-demo/ sessions from 215 to 81. "bold bi" CTR went from 52.2% to 12.8% on 1352 impressions. Check the SERP in the GSC UI (AI Overviews, competitor brand ads) and the demo funnel. | Owner: SEO lead + web team | Due: 2026-11-19
3. Decide on Bold BI paid search: the account has had no delivery since the week of 2026-09-21. If it is relaunching, run the ads account audit and bring a budget proposal for approval. | Owner: Paid media lead | Due: 2026-11-19

Findings

Weekly GTM review: bold-bi, week of 2026-10-15 (28-day window 2026-10-15 to 2026-11-11 vs 2026-09-17 to 2026-10-14)

Run by: Claude | Data sources: google-ads, google-analytics, search-console (bing-webmaster connected but NotAuthorized for www.boldbi.com)

Headline

Paid search was off in the current period. Non-brand organic clicks fell 14.93% and real conversions fell 8.39%. GA4 traffic totals are distorted by bot-like and internal traffic.

Notable changes

• Paid (Google Ads): previous-period spend by campaign was General 913.97 USD (0 conv), AI Analytics 596.37 (2), Power BI Alternative 393.81 (1), Embedded & White Label 369.10 (0), Tableau Alternative 83.71 (0) and Self Service & Cloud BI 48.24 (0). That is 3 conversions in total, at 801.73 USD each. No brand, migration or remarketing campaigns exist. There were 7 ASSET CREATE events by INTERNAL_TOOL in the period.
• aocr.org referral (GA4): 5197 vs 107 sessions at 11.4% engagement, with 438 key events. It drives most of the Referral jump (8093 vs 1804). Without it, sessions are +11.44% (27530 vs 24703).
• Internal/dev traffic (GA4): 10.49.0.10 (568 sessions), boldbi-development-main.boldbi.workers.dev (102) and several localhost/192.168.x hosts show up as referrals.
• Microsoft referrals (GA4): teams.public.onecdn.static.microsoft 1009 vs 326 sessions (225 key events) and login.microsoftonline.com 302 vs 157. This is likely embedded or in-product usage, not new demand.
• Pricing pages (GA4): /pricing/ 1126 vs 378 and /pricing-v2/ 257 vs 0. Direct traffic accounts for 927 vs 112 pricing views. The cause is unknown (test, internal or bot).
• Sign-up funnel (GA4): trial_signup_form_failure 43 vs 33, while form success held at 156 vs 155.
• AI assistants (GA4): chatgpt.com 315 vs 218 sessions (34 vs 27 key events); gemini.google.com 205 vs 375.
• Brand search (GSC): "bold bi" impressions 1352 vs 379 but clicks 173 vs 198, so CTR fell from 52.2% to 12.8%.
• Non-brand losers (GSC impressions): 100 stacked bar chart 718 vs 4585; kpi dashboard 5641 vs 8975 (position 7.64 vs 5.36); student dashboard 7491 vs 10298; attendance dashboard 1600 vs 2660; channel dashboard 1188 vs 1857; dashboard kpi 785 vs 1183.
• Non-brand gainers (GSC impressions): project management dashboard 1300 vs 765; tree map 3760 vs 3632; sales performance dashboard 1043 vs 960; hr attendance dashboard 138 vs 65. Financial and finance dashboard positions improved (5.55 vs 7.93, 4.81 vs 7.18).
• "dashboard examples" (GSC): clicks 39 vs 88 at a stable position (1.36 vs 1.30) on stable impressions (2897 vs 2868). That is a CTR drop, not a ranking drop.
• Landing pages (GA4, aocr.org excluded): /get-free-demo/ sessions 81 vs 215; /dashboard-examples/supply-chain/ key events 0 vs 12; /ai-copilot/ 7 vs 1; /pricing/ 18 vs 7.

Top 3 actions

1. Clean GA4: exclude aocr.org and internal/dev hosts, unmark the homepage key event, and explain the direct pricing spike | Owner: Web analytics owner | Due: 2026-11-16
2. Investigate the demo-request drop and the "bold bi" brand CTR collapse | Owner: SEO lead + web team | Due: 2026-11-19
3. Decide whether Bold BI paid search stays paused; if relaunching, run the ads audit and bring a budget proposal | Owner: Paid media lead | Due: 2026-11-19

Proposed changes needing approval

• See "Proposed changes (need approval)" below. (None applied until approved in chat.)

Item status

Not checked

• W1.2 Qualified conversions from the CRM: the BoldSales CRM MCP was not connected for this run.
• W3.3 Coverage errors, manual actions, Core Web Vitals: the search-console MCP has no tool for these reports, so check them by hand in the Search Console UI. Partial check: all 7 sitemaps show 0 errors and 0 warnings.
• Bing Webmaster (W3.1, W3.2, W3.3 Bing parts): https://www.boldbi.com/ is listed with IsVerified: false, and get_rank_and_traffic_stats returned ErrorCode 14 NotAuthorized.
• W4.1, W4.2 AI visibility: both published ai-answer-monitoring runs for bold-bi (20261112-1519 and 20261112-1647) contain only null rates, so there is nothing to compare.
• W1.3 Search terms: n-a, because no campaigns served in the current period.
• 4-week average comparison: not applied. This run's period is already a 28-day window (the last-28-days preset) rather than a single week, so it compares against the previous 28 days.
• W3.2 completeness: the full query export (25,000 rows) was too large for the tool, so gainers and losers come from the top 60 queries by clicks in each period plus targeted lookups.

Proposed changes (need approval)

None of these were applied. A named human must approve each one in chat.

1. GA4 property 298525556, aocr.org traffic: this traffic is currently counted in reports. Proposal: after the web analytics owner confirms it is automated, exclude it (with a data filter or unwanted-referral rule). Why: 5197 sessions and 438 key events this period.
2. GA4 property 298525556, internal and dev traffic: 10.49.0.10, *.workers.dev, localhost and 192.168.x hosts are currently unfiltered. Proposal: define internal traffic and developer hosts, and activate an internal-traffic data filter. Why: at least 670 sessions this period are internal or dev.
3. GA4 property 298525556, key event bold_bi___website_home_page_visited: currently marked as a key event. Proposal: unmark it as a key event and keep it as an ordinary event. Why: it adds 2691 key events and hides real conversions.
4. Bing Webmaster Tools, https://www.boldbi.com/: currently unverified. Proposal: verify the site with a DNS or meta-tag change. Why: there is no Bing search data for Bold BI.
5. Google Ads account 2545735992: no change proposed now. If paid search is relaunched, bring a separate budget and campaign proposal after the ads account audit.

Data sources

• google-ads (responded): account 2545735992 "Bold BI", USD. Account and campaign totals for both periods, weekly delivery and change history. Raw: raw/google-ads.json.
• google-analytics (responded): property 298525556 "Bold BI - GA4". Sessions by channel, referral and AI sources, key and conversion events, pricing-page views and landing pages. Raw: raw/ga4.json (customer tenant hostnames removed).
• search-console (responded): https://www.boldbi.com/. Brand and non-brand totals (brand = query contains "bold"), query-level rows and sitemaps. Raw: raw/search-console.json.
• bing-webmaster (connected, but NotAuthorized for www.boldbi.com): raw/bing-webmaster.json.
• AI answer monitoring log: published runs exist, but every rate is null.
• BoldSales CRM: not connected.

Reminder: add this summary to the team's shared results log once it has been reviewed.