What this audit looked at, and what it did not
A one-page reading of the ground rules: time window, properties in scope, what we relied on for attribution, and the four areas we deliberately left untouched.
Time window
Every number in the deck covers the 12 months from May 2025 to April 2026. Where year-over-year comparisons appear, the prior-year baseline is the matching 12 months from May 2024 to April 2025. Numbers were captured on 2026-05-08.
Surfaces in scope
| Surface | How it shows up | What we read from it |
|---|---|---|
governancesolutions.ca + professionaldirector.com |
The GSI/ProDir GA4 property — both sites share one property and report by hostname. | Acquisition, channels, source/medium, content, funnel, geography, device. |
boardconnex.com marketing site |
The BoardConnex GA4 property. The actual board-portal product runs on separate, unmeasured infrastructure. | Top-funnel volume only — no key events are configured. |
| The LinkedIn ads account | Spend, impressions, clicks, video views, breakdowns by industry, seniority, function, company size, geo. Currency reported is USD. | Audience targeting, campaign delivery, the gap between platform clicks and GA4 sessions. |
| LinkedIn organic — Governance Solutions Page | Page Analytics with admin access. Window: 2025-05-07 → 2026-05-06 (LinkedIn's rolling 365-day max). | Followers, visitor demographics, top posts, sponsored vs. organic split. |
| LinkedIn organic — Professional Director Institute™ showcase | Public snapshot only. Sawi has no admin access on the showcase. | Follower count and visible posts only. |
| Brand and product reference documents | Provided by GSI for context (positioning, audience, programs, brand voice). | Used only for interpretation — never as a numeric source. |
Attribution defaults
Channel groupings, source/medium values, and key-event counts throughout the deck are GA4's defaults: session-scoped, last-non-direct click, with data-driven attribution applied to the conversion credit. Where first-touch behaviour matters — assist analysis, channel that opens a journey vs. channel that closes it — we contrast firstUserSourceMedium against sessionSourceMedium and label which is which.
Out of scope
- CRM, sales pipeline, post-purchase data. No CRM was provided, so we cannot tie a session to a deal, a contract value, or a customer cohort.
- BoardConnex product usage. The board-portal is logged-in software running on infrastructure outside the GA4 properties analyzed.
- The Governance Community. No dedicated digital footprint or path-level data exists in the GA4 properties analyzed; if it lives behind a member portal, we will need either GA4 measurement on that surface or a manual export from the platform that hosts it.
- Email marketing performance. No ESP analytics (open rates, CTR, bounce) were provided. GA4's Email channel volume is shown, but cannot be reconciled to a sender.
- Search Console. No Search Console linkage to GA4 was detected, so organic-query insight is unavailable today.
Read this with §09 open in another tab
Five tracking conditions bias every number in this deck (key-event flags missing on form_submit; UTM gaps inflating Direct; a duplicated cart_view stream; LinkedIn Insight Tag not capturing conversions; BoardConnex with no key events). Each one is called out where it matters in the section it affects, and consolidated in §09.