URL Breakdown

What is it?

URL Breakdown is the second tab in Advanced Analytics. It shows signals for every URL on your site that are not tied to one category. At the top Prism says: Site-wide signals that aren't tied to a specific category — rule health, page-level movers, and technical gaps. Not affected by the Category / Sub-category filter on the other tab…

Why use it?

• To get a short executive view of whether SEO is improving or declining.
• To find pages that lost or gained rankings, impressions or clicks.
• To find new and lost URLs, and pages with tracking or quality problems.
• To export one row per URL for your own analysis.

Before you start

Connect GA4 and Search Console. A section that needs a missing source shows Connect GA4 to see this data. or Connect Search Console to see this data. Turn on Compare — many sections need it. See Date ranges and compare.

How to use it

1. Open the tab

   In Advanced Analytics, click URL Breakdown.

2. Check the Executive Briefing

   Read SEO Trajectory, Opportunity value and Traffic at risk.

3. Review movers and decay

   Scroll to Position Movers, Impression Movers and Content decay radar.

4. Export

   In Full URL Data Export, click Export Excel or Export CSV.

Understanding the screen

In this tab, "volume" means GA4 sessions + Search Console clicks for a URL.

Executive Briefing

Other parts of the briefing:

• Growth decomposition — where the net change in volume came from: From new URLs, From existing URLs growing, From existing URLs declining and From lost URLs. Needs Compare.
• Top 3 wins this period and Top 3 risks this period — auto-written lines about sessions, the biggest rank move, new or lost URLs, and the biggest CTR change.
• Search demand divergence — Impressions growth, Clicks growth and Divergence (CTR moved ±Npt). Divergence is impressions growth minus clicks growth. It turns red at −5 points or lower and green at +5 points or higher.
• Ranking improvement value — what your pages at positions 11–20 would earn if they reached your own average CTR for positions 4–10. It only appears when your site has enough impressions at positions 4–10.
• Executive summary table — Metric, This period, Prior period, Change. Revenue is added when you have revenue.
• Content decay radar — URL, Prev clicks, Now. Top-50 pages last period that fell out of the top 50 entirely this period, with at least 20 clicks last period.
• Portfolio concentration risk — the share of all volume that comes from your single biggest URL.
• Data reliability score — of tracked URLs have unambiguous categorization (N of N conflicted).
• Net URL portfolio change — N new − N lost this period.
• Total organic revenue and Revenue per session — only when you have GA4 revenue.

Site-Wide Snapshot

Tracked URLs, Avg. Position, Overall CTR and Impressions. Clicks, impressions, CTR and position here use Search Console's own site totals.

Movers

Each list shows up to 50 pages, 10 at a time.

New & Lost URLs

Appeared or disappeared entirely this period, min. 20 sessions+clicks.

• New this period — URL, Category, Sessions, Clicks. No volume last period, at least 20 now.
• Lost this period — URL, Category, Prev sessions, Prev clicks. At least 20 last period, none now. Check these for 404 errors, removed pages or pages dropped from Google's index.

Visibility Breadth

• Ranking position distribution — every URL with impressions, in the buckets Position 1-3 to Position 50+.
• CTR performance vs. typical — Outperforming typical CTR, On par with typical CTR and Underperforming typical CTR, for URLs with 20+ impressions. A reference line compares your overall CTR with your typical CTR at your average position.
• Engagement quality distribution — High engagement (60%+), Medium engagement (30-60%) and Low engagement (<30%), for URLs with 20+ sessions.
• Visibility concentration — the share of impressions and clicks that comes from your top 10% of URLs.

Leaderboards

Top pages by sessions, Top pages by clicks, Top pages by impressions and Conversion leaders. Revenue leaders appears when you have GA4 revenue. Each list shows the top 50.

Opportunity & Quality Signals

This section needs Search Console. The three GA4 lists also need GA4.

Full URL Data Export

The preview table shows your top 50 URLs by volume. Columns: URL, Category, Sessions, Clicks, Impr., CTR, Position, Typical CTR, Total vol. and Flags.

Export Excel and Export CSV create a 63-column file with one row per URL: current, previous, absolute change and % change for each metric, plus Yes/No flags. The flags are Striking Distance, Quick-Win CTR Candidate, Zero Visibility, High-Impression Zero-Click, New URL, Lost URL and Rule Conflict. With Compare on, the file also adds lost URLs that had at least 20 sessions + clicks last period. The file is named url-breakdown- plus your project name.

Each smaller table also has its own orange download icon, Export to Excel. See Full URL export.

Understanding the data

A "conflicting rule" means a URL matches more than one Category Builder rule. See Category Builder.

Example

For example, sessions rose 7% and average position slipped from 8.0 to 8.6. Sessions are up 5% or more and position slipped by less than 1, so SEO Trajectory shows Improving.

Tips

• Check GSC-only pages. They are seen often in Google but GA4 records no sessions for them, so check how they are tracked.
• Fix rule conflicts to raise your Data reliability score.
• Open a page from Biggest rank drops in URL Deep Dive to see why it moved.

Common issues