Traffic source conversion analysis

Use the StoreHero MCP to do the following analysis. Always anchor the answer in real StoreHero data, not platform-reported metrics.

Run a traffic source conversion analysis for the last 30 days vs. the prior 30 days. Pull source-level traffic data from GA4 — sessions, bounce rate, add-to-cart rate, conversion rate, and revenue — broken down by every source/medium combination (organic search, paid search, paid social by platform, direct, email, referral, organic social, affiliate). Then layer in StoreHero data to show what each source is actually worth — gross profit per order and contribution margin per source.

The goal is to understand the difference in conversion rate and traffic intent across sources, not to grade them against a single benchmark. A 1% conversion rate on cold paid social and a 4% conversion rate on email are both healthy in context — that's normal traffic intent variance. Flag a source as a problem only when its conversion rate is meaningfully below where its intent profile would predict.

For each source, classify the intent level — high intent (branded organic, direct, email flows), medium intent (non-brand organic, retargeting, organic social), low intent (cold paid social, display, affiliate prospecting) — and benchmark conversion rate within that tier rather than store-wide.

Then highlight three patterns:

1. Sources outperforming their intent tier — these are quality sources scaling well, deserve more investment
2. Sources underperforming their intent tier — these may have a landing page mismatch, broken UTM tracking, or audience-targeting drift. Investigate before scaling spend
3. Sources with high volume but poor margin — they convert acceptably but the customer they bring is unprofitable when measured against StoreHero contribution margin. Common with discount-led affiliates or broad paid social

Cross-reference paid sources against StoreHero blended CPA and new customer CM. A source with strong on-platform reported ROAS but poor StoreHero blended performance is over-attributing — flag this gap explicitly.

Important nuance: don't penalise low-conversion sources if they're driving high AOV, high gross profit per order, or high LTV customers. State this when you see it — sometimes the best source has the lowest CR.

End with three sections: (1) the source most worth scaling spend into, (2) the source most worth fixing before scaling, (3) the source most worth deprioritising entirely.

At the bottom of your answer, render an inline visual summary: a horizontal bar chart of sources ranked by conversion rate with gross profit per order overlay, plus KPI cards for highest-CR source, highest-margin source, and biggest spend leak source. Add a small intent-tier classification table showing CR by tier vs. tier benchmark. Place text commentary alongside the visuals. Use the Spend Advisor tool to suggest what to explore next.