Cross-property journeys and account-level visibility

In the 12 months from May 2025 to April 2026, the GSI/ProDir GA4 property recorded 112,536 sessions and 90,002 users; the per-host sum across 13 hostnames is 112,048 sessions and 89,931 users. The two numbers reconcile within tolerance, which is the diagnostic for working stitching.

Stitching diagnostic

Per-host totals

The two sites in scope account for nearly all the volume. BrownGovernance receives a thin trickle. FinancialLiteracyCheck records a 25% conversion rate against very small volume — small but striking, and the right place for a clarification call.

FinancialLiteracyCheck's 8 key events on 32 sessions is a 25% conversion rate, which is unusually high for any of these properties. The status of that brand site is one of the items routed to §11 for a clarification call. Nine additional hostnames (development environments, www-less variants, two test referrers) appear in the property at trace volume and are not relevant to the analysis.

First-user source per hostname

The cross-property funnel between GSI and ProDir is real and measurable. ProDir's second-largest first-user source is governancesolutions.ca / referral — 1,562 first-user sessions and 61 first-user key events. GSI is by far ProDir's largest external referrer.

BrownGovernance receives only Direct traffic — 332 first-user sessions and 2 key events, with no SEO or campaigns landing on it. The MS Teams referrer (statics.teams.cdn.office.net) appears on both sites, which is internal-stakeholder activity from Teams chat link previews.

BoardConnex correlation

BoardConnex sits on a separate GA4 property. User-id stitching across the two properties is not configured, so we cannot answer "what share of GSI visitors also reach the BoardConnex marketing site." Closing that gap is the work in §10-P1: either move BoardConnex onto the same property, or configure cross-property user_id reporting via BigQuery.

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Account-level visibility

GA4 does not see companies. It sees anonymous browsers. To get account-level visibility we offer two indirect signals from the existing data, then three options for installing real ABM tracking.

Indirect signal A — top referrals

Aggregating referral source/medium across both sites surfaces three operationally meaningful patterns: the GSI ↔ ProDir cross-link, the MS Teams referrer, and the first measurable evidence of LLM-driven traffic.

The MS Teams referrer at 821 sessions, 87 users, and 19 key events is internal-stakeholder activity. Stakeholders inside partner organizations and the GSI internal team are sharing GSI links over Teams chat, and the chat link previews surface as a referrer. The chatgpt.com row at 179 sessions is small but is the first measurable evidence of LLM-driven traffic reaching the sites.

Indirect signal B — city concentration

Cross-referencing GA4 city against a seed list of named accounts produces a rough proxy for account presence, with a hard ceiling on usefulness.

The proxy is noisy. Toronto traffic is every Toronto-area company and resident, so 17,688 Toronto sessions tell us almost nothing specific about Manulife. The Pacific Coast University row at 27 sessions in Port Alberni is closer to a meaningful PCU signal than the Toronto count is to Manulife — the smaller and more geographically concentrated the company, the more usable the proxy.

Branded search terms

The seed list of named brands returned zero matches against the search-term dimension because (not provided) and (not set) dominate Google's organic-search column. Top branded queries reaching the sites today are mostly internal site-search and redacted Google rows. To recover real organic queries the next step is to link Search Console to GA4 (see §10-P3).

What we cannot observe

The current setup leaves four blind spots that no amount of GA4 reporting will fill on its own.

• Individual company browsing on the website. GA4 does not resolve IPs to company names.
• Which executives or board members from PCU, Air Canada, Manulife, or any other named account visited.
• Cross-channel attribution per company, mapping a paid → organic → consultation-form journey to a logo.
• Whether the LinkedIn ABM list 2025_01_09 - Corporate Secretaries produced post-click site activity. The LinkedIn pixel is not measuring conversions today, as covered in §06.

ABM tracking options

If named-account behavior is a priority for the GTM strategy, there are three options ranked by effort against payoff.