How to Read Your Pathfinder SEO Monthly Report

Did your Pathfinder SEO Monthly Report land in your inbox and now you’re wondering how to decipher it?

This guide is your Rosetta Stone. Keep reading to learn how to understand your Monthly Report.


The top right corner of your report will tell you what month the following data is for and if you have multiple campaigns, the campaign the data is being pulled from.

Overall Traffic & User Engagement

The first set of metrics you see in your report addresses overall traffic and user engagement. Each of these metrics has two smaller metrics that compare the most recent month’s data to the previous month and year.

Here is what each metric describes:

Sessions are the same thing as visits. This shows you how many times a site was visited during the previous month. You can see that in this example, June 2020’s sessions were up 7% as compared to May 2020. Below that it shows them being up 33% as compared to June 2019.

The three other metrics are user engagement focused. 

Time On Site is the average length of a session. 

Bounce Rate tells you how often a user left a site without interacting with it. 

Pages Per Session provides the average number of pages looked at during a single session.

Sessions Trend

The next element of the report is the session trend graph. This is a visual representation of total site visits throughout the current year, compared to the previous year.

Marketing Channel Breakdown & Top Performing Cities

Marketing Channel Breakdown shows what marketing channel a website’s visits are coming from. Our goal with Pathfinder SEO is to grow the Organic Search segment of this pie chart.

Top Performing Cities displays the number of sessions coming from various cities. Ideally, the cities listed are where your audience is. If they aren’t, you may need to rethink how you are targeting your audience.

Organic Search Performance

The organic search section of your report offers you the same metrics the overview did. The only difference is that all these numbers are specifically for the organic search marketing channel.

Top Performing Landing Pages

The top-performing landing pages table provides insights into which pages on your site are driving the most visits from organic search. More specifically, it shows sessions, bounce rate, and time on page for each one of your top-performing pages.

If you have pages on your website that you want appearing on this list, but aren’t, consider improving the content on those missing pages to make them more useful to your audience.

Keyword Performance

Keyword performance displays how your website is performing in search results for the various keywords that you have chosen to target.

Keyword performance data can be displayed by last week or last month using the dropdown selector.

Each keyword in the table is coupled with a location. The associated performance data to the right of it is specific to how your website is performing for that particular keyword in that location.

The keyword performance metrics are sorted by search engine. This allows you to see a website’s performance on Google, Google Mobile, Google Maps and Bing.

The numbers listed under each search engine are the average position where your site appears in search results for a particular keyword. This is commonly referred to as your “search engine ranking.”

Below each average position is a green or red arrow, with an associated number. These indicate how much movement up (green), or down (red), your website has experienced in the search results during the time range. Double dashes indicate no movement.

In the example below, you can see that on average for the keyword “SEO coach,” the website is showing up as the fourth search result on Google, the second result on Google mobile, not at all (100+) on Google Maps, and in the 16th result in Bing. You can also see that during the month it didn’t move at all in Google or Google maps, it improved two positions in Google Mobile and dropped 11 positions in Bing.

In general, here’s how these metrics play out in the real world:

  • 1-10 are first-page search results
  • 11-20 are second-page search results
  • 21-30 are third-page search results
  • And so on…

White Labeling

Pathfinder SEO Pro and Pro Plus plans have the ability to white label monthly reports.

To white label a monthly report, login and click My Account in the top menu. Then click Monthly Reports, upload a logo, and select your primary color. The information you select will appear in all of your reports.


Google Analytics Connection Issues

If your report is missing data, there could be a couple of different issues. First, make sure your Google Analytics tracking has been set up for more than a month and is properly connected to Pathfinder SEO. If your Google Analytics account has not been set up for more than a month, data will not display in your Dashboard or Monthly Report.

You can check the Pathfinder SEO Google Analytics connection by clicking on Settings in your Dashboard. You will want to make sure you have the proper Google Analytics account connected. To confirm this, make sure you have chosen the correct profile from the dropdown menu.

Disconnecting and reconnecting your account is also an option if issues persist.

Keyword Ranking Issues

If you aren’t seeing keyword rankings in your monthly report, please make sure you have keywords added to your campaign keywords.

You can do this by clicking the + box next to a keyword in the keyword research tool. When the box next to a particular keyword appears checked, you will know that Pathfinder SEO is tracking how your site is performing for that particular keyword.

If you have additional questions about your monthly report after reading this article, please don’t hesitate to reach out to your coach.