Crazy Lenny's GA4 Traffic Analysis

Review of Google Analytics 4 acquisition data for Crazy Lenny's conducted during a ^[1] check-in with ^[2] on 2026-04-05. The session covered traffic source breakdown, campaign performance, branded vs. non-branded search, and UTM parameter implementation.

Traffic Overview (Acquisition Report)

Sessions by source/medium at time of review:

Note: There is a discrepancy between Google CPC (~1,100 sessions in source/medium view) and Google AdWords (~700 sessions in platform view). This should be flagged to the ads manager (Anup) for explanation — likely a tracking gap or attribution difference.

ClickUp referral traffic represents internal team members clicking links from tasks. This source should be filtered or suppressed in reporting so it does not inflate session counts.

Google Ads Campaign Breakdown

Of the ~1,100 paid sessions, traffic was distributed roughly equally across three campaigns:

• Retargeting Campaign — ~⅓ of paid sessions
• Branded Search Campaign — ~⅓ of paid sessions
• E-Bikes / Generic Campaign — ~⅓ of paid sessions

Campaign data is passed automatically to GA4 via the linked Google Ads account. Manual UTM parameters are still recommended as a supplement for full attribution clarity.

Opportunity: Bing ads are not currently running, despite Bing organic delivering ~117 sessions. Running Bing ads may be worth testing given existing organic presence there.

Branded vs. Non-Branded Organic Search

Analysis of Search Console queries integrated in GA4 shows a heavily brand-skewed organic traffic profile:

• The top 7 organic search queries are all branded (variations of "Crazy Lenny's")
• The first non-branded query (e.g., "e-bikes") appears at position 8, with only ~12 sessions

Benchmark target: ~30% branded / 70% non-branded organic traffic. Current state is nearly the inverse.

Implication: The brand name is strong and driving real traffic — this was cited as a reason not to rename the brand despite the client's reservations about the name. However, growing non-branded organic traffic should be a content and SEO priority.

Branded vs. Non-Branded Click-Through Rates

Users arriving via branded search convert at a significantly higher rate, which is expected — they already know the business.

Anomalous Page: "Apple CarPlay Not Working"

The top pages report includes a page titled something like "Apple CarPlay not working" appearing in Crazy Lenny's GA4 property. This appears to belong to a different client (possibly ^[3]) and may have been published to the wrong site.

Action required: Investigate whether this page exists on the Crazy Lenny's domain and remove it if so. It is currently generating organic impressions that are irrelevant to the client.

UTM Parameter Implementation

As part of this session, UTM parameters were added to the Crazy Lenny's site footer "Contact" link as a demonstration. The structure used:

https://crazylennys.com/contact?utm_source=footer&utm_medium=website&utm_campaign=contact_button

The goal is to tag every clickable element on the site with unique UTM parameters so GA4 can distinguish which button or link drove a conversion — not just that a conversion happened.

Standard UTM parameters to implement:

See ^[4] for general implementation guidance and a link to the Campaign URL Builder tool.

Action Items

• [ ] Ben — Investigate and remove "Apple CarPlay not working" page from Crazy Lenny's site/analytics
• [ ] Ben — Implement UTM parameters on all clickable elements across Crazy Lenny's site (header, footer, product pages, sticky nav)
• [ ] Mark / Anup — Reconcile Google CPC (1,100) vs. Google AdWords (700) session discrepancy in GA4
• [ ] Team — Evaluate running Bing Ads for Crazy Lenny's given existing Bing organic traffic
• [ ] Ben — Develop strategy to grow non-branded organic traffic (currently <5% of organic sessions)

Related

• ^[5]
• ^[4]
• ^[6]
• ^[7]
• ^[8]
• ^[9]