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Nerve Centre KPIs · Audit Profile · Sentiment Settings Organic YouTube matters to a merchant as a customer-acquisition channel: the storefront traffic that flows from video descriptions, end cards, pinned comments and bio links. This audit answers: (1) is the Google/GA4 credential healthy and is the YouTube source/medium filter resolving, (2) is YouTube referral traffic holding and engaged (bounce, pages/session, dwell), (3) is that traffic converting on the storefront, and (4) does the YouTube-attributed conversion rate diverge from the site baseline (the killer cross-channel finding via the analytics/commerce sibling).

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What this audit checks

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Authentication & access

  • Google OAuth refresh token valid and analytics.readonly scope granted
  • GA4 property id resolves and metadata endpoint returns 200
  • YouTube source/medium dimension filter resolves at least one row (else cards degrade to zero)

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Referral traffic & audience

  • YouTube referral sessions dropped > 20% vs prior period
  • New-user share from YouTube collapsing (discovery slowdown)
  • Returning-user share unusually low (channel not building loyalty)
  • Real-time YouTube referral users flatlined during an active video push

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Engagement quality

  • Bounce rate on YouTube-referred sessions above 60% (mismatch between video promise and landing page)
  • Pageviews per session below site baseline (shallow visits)
  • Average session duration well below the storefront baseline
  • Top landing pages for YouTube traffic are not the intended product/collection pages

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Conversion economics

  • Session conversion rate from YouTube referral below 1%
  • Cart abandonment on YouTube-referred sessions above 75%
  • Goal/key-event completions from YouTube trending down vs prior period

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Cross-channel: social-to-commerce (the killer area)

  • YouTube-attributed conversion rate diverges materially from the storefront baseline (sibling analytics/commerce)
  • High-traffic YouTube landing pages not converting (link/CTA or offer gap)
  • Social-attributed revenue from YouTube down vs prior period (sibling commerce)
  • Top converting YouTube referral pages identified - amplify candidates (more end-cards / pinned links)

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Severity thresholds

SignalWarnCritical
you_bounce_rate6080
you_cart_abandonment_rate7590
you_session_conversion_rate10.5
you_sessions-20-40

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Data sources

  • GET https://analyticsdata.googleapis.com/v1beta/properties/{property_id}/metadata - Auth + property/dimension metadata sanity
  • POST https://analyticsdata.googleapis.com/v1beta/properties/{property_id}:runReport - Sessions / users / engagement / conversions filtered to YouTube source/medium
  • POST https://analyticsdata.googleapis.com/v1beta/properties/{property_id}:runRealtimeReport - Real-time YouTube referral users on the storefront