Comprehensive analysis of regionalgroupaustralia.com.au & rgeaus.com.au — covering GA4 analytics, Google Ads, Shopify store, Google Merchant Center, and conversion tracking.
GA4 Property: 370964339 (G-FZ7V6HEMHP) • Shopify GA4: G-NFQHMFJY2Q • Google Ads: 704-510-3201 • Merchant Center: 471681114
Audit prepared by 121 Group • Data period: 90 days ending 20/03/2026
Performance metrics across both the corporate website (regionalgroupaustralia.com.au) and Shopify e-commerce store (rgeaus.com.au) over the past 90 days.
Each dimension of RG Enterprises' digital presence scored against industry best practices. Overall health score: 52 out of 100 (Grade C).
Website traffic patterns across the 90-day audit window. Data sourced from GA4 property 370964339 (corporate site).
How each traffic channel contributes to sessions, engagement, and conversions on the corporate website.
| Channel | Sessions | Users | Engagement | Conversions | Pages/Session | Verdict |
|---|---|---|---|---|---|---|
| Organic Search | 4,991 | 3,368 | 63.6% | 1,522 | 2.05 | Top Performer |
| Direct | 5,313 | 4,918 | 25.6% | 425 | 1.36 | Low Engagement |
| Referral | 777 | 587 | 71.0% | 137 | 2.33 | Strong |
| Paid Search | 651 | 576 | 57.1% | 152 | 1.64 | Moderate |
| Organic Social | 128 | 115 | 58.6% | 14 | 2.01 | Small Volume |
| Cross-network | 11 | 11 | 27.3% | 1 | 1.27 | Minimal |
| TOTAL | 11,905 | 9,493 | 46.6% | 2,256 | 1.73 |
Organic delivers 67.5% of all conversions from just 41.9% of sessions. Engagement rate of 63.6% is well above the site average of 46.6%. This channel is significantly underinvested in — SEO improvements would compound these results.
Direct is the largest channel by sessions (5,313) but has the lowest engagement rate (25.6%). This strongly suggests bot traffic or miscategorised sessions. True direct traffic for a B2B construction company should engage at 50%+ rates.
Detailed breakdown of traffic sources showing where visitors originate.
| Source / Medium | Sessions | Engagement | Conversions | Notes |
|---|---|---|---|---|
| (direct) / (none) | 5,313 | 25.6% | 425 | Likely includes bot traffic |
| google / organic | 4,257 | 63.6% | 1,267 | Top converter |
| google / cpc | 651 | 57.1% | 152 | Paid search |
| bing / organic | 587 | 69.8% | 233 | High engagement |
| maasgroup.com.au / referral | 574 | 77.2% | 82 | Partner referral |
| ntp.msn.com / referral | 81 | 37.0% | 15 | MSN new tab |
| yellowpages.com.au / referral | 73 | 60.3% | 19 | Directory listing |
| m.facebook.com / referral | 53 | 58.5% | 6 | Social referral |
MAAS Group (maasgroup.com.au) sends 574 sessions with 77.2% engagement — the highest engagement rate of any meaningful source. This suggests a strong industry partnership. The referral link likely comes from a supplier/partner page. This relationship should be nurtured and potentially expanded.
Campaign performance from Google Ads account 704-510-3201. Data covers the 90-day audit window.
| Campaign | Sessions | Engagement | Conversions | Focus | Verdict |
|---|---|---|---|---|---|
| QLD - Quarry & Concrete | 294 | 55.4% | 39 | Queensland geo-target | Top Campaign |
| Brand Awareness | 183 | 64.5% | 90 | Brand terms | High Conv Rate |
| NSW - Quarry & Concrete | 121 | 52.1% | 18 | New South Wales geo-target | Moderate |
| VIC - Quarry | 49 | 57.1% | 5 | Victoria geo-target | Low Volume |
| TOTAL PAID | 651 | 57.1% | 152 |
| Campaign | Ad Group | Sessions | Engagement | Conversions |
|---|---|---|---|---|
| QLD - Quarry & Concrete | QLD - Concrete | 216 | 57.9% | 31 |
| Brand Awareness | Brand - Quarry Materials | 157 | 64.3% | 81 |
| QLD - Quarry & Concrete | QLD - Quarry - Aggregates | 78 | 48.7% | 8 |
| NSW - Quarry & Concrete | NSW - Concrete | 66 | 51.5% | 12 |
| NSW - Quarry & Concrete | NSW - Quarry - Aggregates | 55 | 52.7% | 6 |
| VIC - Quarry | VIC - Quarry - Sand | 49 | 57.1% | 5 |
| Brand Awareness | Brand - Concrete Products | 26 | 65.4% | 9 |
| Keyword | Sessions | Engagement | Conversions | Verdict |
|---|---|---|---|---|
| concrete delivery | 194 | 54.1% | 35 | Top Keyword |
| regional group | 61 | 49.2% | 8 | Brand term |
| drainage rock | 50 | 42.0% | 3 | Product term |
| concrete supply | 40 | 57.5% | 2 | Product term |
| regional quarries dubbo | 35 | 82.9% | 38 | Best Conv Rate |
| concrete sand | 30 | 60.0% | 4 | Product term |
| crushed rock | 30 | 50.0% | 3 | Product term |
| regional quarries | 30 | 73.3% | 17 | Brand+Location |
| ready mix concrete | 21 | 61.9% | 3 | Product term |
| quarry materials | 16 | 68.8% | 8 | High engagement |
Campaigns are well-organised by state (QLD, NSW, VIC) and product type (concrete, quarry). Brand awareness campaign delivers the highest engagement (64.5%) and conversion rate (49.2%). Geographic targeting aligns with business service areas.
Google Ads account 704-510-3201 serves both the quarry/concrete business AND the arborist e-commerce store. This creates data contamination, makes bid optimisation impossible across different business models, and complicates reporting. These should be separated immediately.
Where users are located. Flags suspicious non-Australian traffic that may indicate bot activity.
| City | Sessions | Engagement | Conversions | Status |
|---|---|---|---|---|
| Sydney | 2,529 | 57.5% | 660 | Top Market |
| Melbourne | 2,441 | 57.6% | 503 | Strong Market |
| Brisbane | 1,380 | 63.3% | 373 | Highest Engagement |
| Lanzhou, China | 913 | 0.9% | 8 | BOT TRAFFIC |
| (not set) | 769 | 20.8% | 103 | Unknown location |
| Singapore | 408 | 5.1% | 8 | Likely Bot |
| Canberra | 226 | 18.6% | 11 | Low engagement |
| Columbus, US | 176 | 9.1% | 16 | Suspicious |
| San Jose, US | 145 | 84.8% | 0 | Crawler/Bot |
| Flint Hill, US | 141 | 97.2% | 0 | Crawler |
| Perth | 132 | 64.4% | 39 | Good Market |
| Boardman, US | 127 | 11.0% | 0 | AWS Data Centre |
| Ashburn, US | 126 | 3.2% | 0 | AWS Data Centre |
Top entry pages by sessions, showing how different content performs at engaging visitors.
| Landing Page | Sessions | Engagement | Conversions | Notes |
|---|---|---|---|---|
| / (Homepage) | 6,908 | 53.6% | 1,382 | Main entry point |
| /locations | 786 | 47.1% | 92 | Quarry locations |
| /products/aerolite-scoria | 721 | 56.4% | 146 | Top product page |
| (not set) | 688 | 1.5% | 3 | Bot/invalid sessions |
| /services/concrete-products | 377 | 46.7% | 29 | Service page |
| /services/quarry-products | 334 | 49.7% | 66 | Service page |
| /contact | 271 | 100% | 345 | Highest conversion |
| /careers | 214 | 36.0% | 72 | Job listings |
| /about | 208 | 33.7% | 23 | Company info |
| /concrete/decorative-concrete | 136 | 27.9% | 11 | Product category |
| /capabilities | 129 | 12.4% | 4 | Low engagement |
| /products/aggregates | 103 | 42.7% | 7 | Product page |
| /order | 100 | 24.0% | 13 | Order form |
The /contact page has a perfect 100% engagement rate and generates 345 conversions (15.3% of total). This indicates strong commercial intent from visitors reaching this page. Driving more qualified traffic directly to the contact page through targeted landing pages and CTAs could significantly increase lead volume.
E-commerce store selling arborist gear, outdoor equipment, and safety products. Running on Shopify Basic plan.
| Platform | Shopify Basic |
| Monthly Cost | $39 USD/month |
| Online Card Rate | 1.75% + $0.30 per transaction |
| Total Customers | 5,829 |
| Orders (30d) | 337 |
| Unfulfilled Orders | 92 (27.3%) |
| GA4 Property | G-NFQHMFJY2Q |
| GTM Container | GTM-KT67T7XJ |
| Meta Pixel | 1841567873198811 |
| Channel | Sessions | Sales | Orders | CVR |
|---|---|---|---|---|
| Google Paid | 4,599 | $33,007 | 208 | 4.54% |
| Direct | 2,562 | $6,897 | 31 | 1.21% |
| Google Organic | 1,078 | $18,776 | 57 | 5.31% |
| Other | 450 | — | — | — |
| Klaviyo | 132 | $2,988 | 16 | 12.12% |
Every single abandoned checkout has a recovery status of "Not Recovered". There is zero abandoned cart recovery automation in place.
| Customer | Region | Cart Value | Recovery Status | Time |
|---|---|---|---|---|
| Ben Hone | Australia | $3,334.90 | Not Recovered | Saturday |
| Geoff Blacket | Australia | $2,306.50 | Not Recovered | Wednesday |
| Conor Nichol | Australia | $864.40 | Not Recovered | 45 mins ago |
| mark Raines | Australia | $692.50 | Not Recovered | 4 Mar |
| Anthony Allen | United States | $757.35 | Not Recovered | 27 Feb |
| Zac Shearer | Australia | $558.15 | Not Recovered | 26 Feb |
| Trevor Grigglestone | Australia | $558.15 | Not Recovered | 8 Mar |
| Chris O'Casey | Australia | $477.30 | Not Recovered | Sunday |
| brian clarke | Australia | $481.50 | Not Recovered | 4 Mar |
| Justin Morton | Australia | $377.50 | Not Recovered | Friday |
| Peter Street | Australia | $226.50 | Not Recovered | 13 Mar |
| Damian Froon | Australia | $214.30 | Not Recovered | 13 Mar |
| Grant Kirby | Australia | $195.50 | Not Recovered | 4 Mar |
Industry average cart recovery rate is 5–15%. With an estimated $15,000–25,000 in monthly abandoned cart value, even a conservative 10% recovery rate would add $1,500–2,500/month in recovered revenue with zero additional ad spend.
Merchant Center ID: 471681114. Product feed status and configuration review.
Event tracking configuration and conversion funnel analysis for the corporate website.
| Event Name | Count | Conversions | Type | Status |
|---|---|---|---|---|
| page_view | 20,616 | 0 | Auto-collected | Standard |
| user_engagement | 14,238 | 0 | Auto-collected | Standard |
| session_start | 12,264 | 0 | Auto-collected | Standard |
| ads_conversion_Contact_Us_1 | 1,451 | 1,451 | Custom conversion | Needs renaming |
| click | 458 | 458 | Conversion event | Active |
| form_start | 143 | 0 | Enhanced measurement | Standard |
| Thank_you_page | 123 | 123 | Custom conversion | Inconsistent naming |
| form_submit | 119 | 119 | Conversion event | Active |
| Click_to_1800 472 835 | 105 | 105 | Phone click | Has spaces |
| file_download | 68 | 0 | Enhanced measurement | Standard |
| Click_to_info@regionalgroupaustralia.com | 62 | 0 | Email click | Not a conversion |
Event names like ads_conversion_Contact_Us_1, Click_to_1800 472 835, and Thank_you_page use inconsistent conventions (mixed case, spaces, underscores, special characters). This makes reporting unreliable and Google Ads optimisation difficult. Standardise all event names to snake_case.
Click_to_info@regionalgroupaustralia.com triggers 62 times but is not marked as a conversion. For a B2B construction business, email clicks represent genuine commercial intent. This should be promoted to a conversion event and included in Google Ads optimisation.
Prioritised action plan based on impact potential and implementation effort. Items ordered by estimated revenue impact.
0% recovery rate is leaving $1,500–2,500/month on the table
| Action | Owner | Effort | Impact |
|---|---|---|---|
| Enable Shopify abandoned checkout emails Basic Shopify plan includes single abandoned cart email. Enable immediately. | Store Admin | 15 mins | Critical |
| Set up Klaviyo abandoned cart flow 3-email sequence: 1hr, 24hr, 72hr. Klaviyo already installed with 12.12% conversion rate. | Email Marketing | 4–6 hours | Critical |
| Add SMS recovery for high-value carts ($200+) Recent carts include $3,334.90 and $2,306.50 — SMS has 98% open rate. | Email Marketing | 2–3 hours | High |
12.12% CVR from only 132 sessions — massively underutilised
| Action | Owner | Effort | Impact |
|---|---|---|---|
| Build welcome series flow (5 emails) Convert new subscribers into first-time buyers. Introduce brand, product range, testimonials. | Email Marketing | 8–12 hours | Critical |
| Create post-purchase upsell flow Cross-sell related arborist gear and consumables. 5,829 existing customers to target. | Email Marketing | 6–8 hours | High |
| Launch weekly promotional campaigns Seasonal promotions, new arrivals, clearance. Segment by purchase history. | Email Marketing | Ongoing | High |
119 disapproved products + sync OFF + no Business Profile
| Action | Owner | Effort | Impact |
|---|---|---|---|
| Fix 119 disapproved products Review Merchant Center Diagnostics. Fix GTIN, pricing, and policy issues. | Catalogue Manager | 4–8 hours | High |
| Enable Product Sync from Shopify Automatic updates for prices, stock levels, new products. | Store Admin | 30 mins | High |
| Connect Google Business Profile Enable local inventory ads, Maps integration, store pickup options. | Marketing | 1 hour | Medium |
| Set up Customer Match Upload 5,829 customer emails for targeted ads and lookalike audiences. | Ads Manager | 2 hours | High |
27.3% unfulfilled order rate damages customer trust
92 out of 337 orders (27.3%) are unfulfilled. This creates chargebacks, negative reviews, and customer churn. Immediate operational review required to identify fulfilment bottlenecks — stock issues, shipping delays, or process breakdowns.
Broken sitemap, no schema, no OG tags, outdated jQuery
| Action | Owner | Effort | Impact |
|---|---|---|---|
| Fix broken sitemap.xml | Developer | 1 hour | Critical |
| Add JSON-LD schema markup | Developer | 4–6 hours | High |
| Add Open Graph tags | Developer | 2 hours | Medium |
| Update jQuery to latest version | Developer | 1–2 hours | Medium |
| Set up cross-domain tracking | Analytics | 2–3 hours | High |
| Separate Google Ads accounts | Ads Manager | 4–8 hours | High |
~22% of traffic is non-genuine, distorting all metrics
| Action | Owner | Effort | Impact |
|---|---|---|---|
| Create GA4 data filters for Lanzhou, Singapore, US data centres | Analytics | 30 mins | Critical |
| Implement bot filtering in GTM | Analytics | 2 hours | High |
| Standardise conversion event naming | Analytics | 2–3 hours | High |
| Enable enhanced conversions | Analytics | 1 hour | Medium |
Conservative estimates of additional monthly revenue achievable through implementing the recommendations in this audit.
| Opportunity | Low Est. | High Est. | Timeframe | Difficulty |
|---|---|---|---|---|
| Scale Klaviyo email marketing Build automation flows, grow list, segment by purchase history | $6,000 | $9,000 | 2–4 months | Medium |
| Fix abandoned cart recovery Enable Shopify emails + Klaviyo 3-email flow + SMS for high value | $1,500 | $2,500 | 1–2 weeks | Easy |
| Set up Customer Match audiences Upload 5,829 customer emails for Google/Meta lookalike targeting | $1,750 | $1,750 | 1–2 weeks | Easy |
| Fix 119 disapproved products Restore Shopping visibility for rejected products | $500 | $1,500 | 1–2 weeks | Easy |
| Enable product sync Automatic price, stock, and new product updates to Google | $500 | $1,000 | Same day | Easy |
| Connect Google Business Profile Enable local inventory ads and Maps integration | $100 | $600 | Same day | Easy |
| TOTAL MONTHLY UPLIFT | $10,350 | $16,350 |
Every month of inaction costs approximately $10,000–16,000 in unrealised revenue from missed cart recoveries, underutilised email, and disapproved products.