Full URL and Keyword Exports

What is it?

Prism has two large exports for Search Console and GA4 data:

• Full URL Data Export on the URL Breakdown tab. It gives you one row for every URL, with every metric for this period and the period before.
• Export all N (CSV) in Keyword Explorer on the Keywords Breakdown tab. It gives you every keyword that matches your filters. "N" is the number of matching keywords.

These are different from the small table exports. Those only hold the rows a table shows on screen. See Exporting tables.

Why use it?

• Build your own reports or pivot tables in Excel.
• Check every page, not just the top movers.
• Find pages with a problem flag, such as "Quick-win CTR", across the whole site.

Before you start

• Connect Google Search Console and Google Analytics 4. See Connect your data.
• Turn on Compare in the date picker if you want previous-period values and lost URLs. See Date ranges and Compare.

How to use it

1. Open URL Breakdown

   Go to Advanced Analytics→URL Breakdown.

2. Pick your dates

   Choose a range and turn on Compare if you want to see change.

3. Scroll to the export section

   Scroll down to Full URL Data Export. A preview table shows your top 50 URLs by volume.

4. Download the file

   Click Export Excel or Export CSV. The file is named url-breakdown- followed by your project name.

Understanding the screen

Preview table

The preview shows your top 50 URLs by total volume (sessions plus clicks), across 10 key columns. The line above it tells you how many rows and columns the full file has.

Flags

Each URL can carry one or more flags:

Understanding the data

The full URL file

The downloaded file is much wider than the preview. It has 63 columns. For 11 metrics (sessions, new users, engaged sessions, engagement rate, average session duration, conversions, purchase revenue, clicks, impressions, CTR and position) it gives four values:

• the current period value
• the previous period value
• the change (current minus previous)
• the % change

It also has total volume, conversion rate, the position group (such as 1-3 or 11-20), the typical CTR at that position and the CTR gap. Last come seven flag columns. Each one says "Yes" or "No" for each URL: striking distance, quick-win CTR, zero visibility, high-impression zero-click, new URL, lost URL and rule conflict.

In the position change column, a positive number means the rank improved.

When Compare is on, the file also includes lost URLs. These are pages that had data last period but none this period.

The metrics come from two sources. Clicks, impressions, CTR and position come from Search Console. Sessions and other visit data come from GA4. The two never match exactly, because they track visits in different ways. See Reading charts.

The Keyword Explorer file

Export all N (CSV) is made on Prism's server. It includes every keyword that matches your current search box and filters, not just the rows on screen. The Explorer filters are:

• the search box "Search keywords…"
• All types / Branded / Non-branded (shown only after you save a branded keyword pattern)
• position (from Any position to Position 51+)
• Any intent
• length (from Any length to 5+ words)
• movement: Any movement, New, Lost, Rank improved, Rank declined (shown only when Compare is on)

The file also keeps the sort order you picked in the table.

The Explorer columns are Keyword, Clicks, Δ Clicks, Impressions, Δ Impr., CTR, Position, Δ Position, Words and URLs. The three Δ (change) columns appear only when Compare is on.

Example

For example, you want every page that lost clicks last month. You open URL Breakdown, pick Last month, and turn on Compare with Preceding period. You click Export Excel in Full URL Data Export. In Excel, you sort the clicks change column from lowest to highest. The pages at the top lost the most clicks. Lost URLs are in the file too, because Compare is on.

Tips

• Turn on Compare before you export. Without it, the previous, change and lost URL data is not useful.
• Filter the flag columns for "Yes" to build a to-do list, for example every "Quick-win CTR" page.
• Use Export all N (CSV) with the Non-branded filter to get a clean list of non-brand keywords.

Common issues

"Turn on Compare to see movers." Some URL Breakdown sections need Compare. Open the date picker and switch on Compare.

"No URL data for this range." No data has synced for these dates. Try a different range. See Data issues.

"Connect GA4 to see this data." or "Connect Search Console to see this data." One source is not connected. Open Integrations and connect it.

"No keywords match these filters." Your Keyword Explorer filters are too narrow. Click Clear and try again.