Claude in GA4: 6 questions that show where your site loses sales

Every business owner with a website has heard that "it's all in GA4". It is. The problem is getting there: Reports, Engagement, Landing page, date filter, comparison with the previous period. By the time the screen is ready, the meeting has started and the decision slips to next week.

Now there is a shortcut. With an MCP connector, Claude reads your GA4 data and answers in plain language, with numbers. This guide is the step by step promised in the post: how to connect in 1 minute and the 6 questions that show where your website loses sales, each with the threshold that separates normal from a leak.

Direct answer: to let Claude read GA4, add the custom connector https://mcp.sherlok.ai/mcp under Settings, Connectors, log in and authorize 1 workspace that has GA4 connected. Access is read only. Then ask 6 questions: weak landing page, funnel step that stalls, mobile versus desktop, channel with no sales, weekly drop and a conversion event that stopped.

1. Connect Claude to GA4 in 1 minute

What to check: that your site's GA4 is connected as a source in the workspace you will authorize. Without it, Claude answers, but not with your numbers.

The threshold: 1 URL, 1 workspace, about 1 minute. Once per Claude account.

How to do it:

1. In Claude, open Settings and then Connectors.
2. Click Add custom connector and paste https://mcp.sherlok.ai/mcp.
3. Log in and choose the workspace that has GA4 connected.
4. Open a new chat, check that the connector is active and ask the first question.

Access is read only: nothing is created, paused or changed on your site or ad accounts. It works on the Free plan, no card needed. Each investigation question uses 1 message (30 per month on Free, 200 on Growth, 500 on Pro); viewing the daily summary and agent results does not. The step by step with screens is in the guide Sherlok in Claude: connect Meta Ads via MCP in 1 minute, and it works the same for GA4.

2. "Which landing page loses the most visits?"

What to check: the pages where people enter your site and how much they engage. A weak landing page wastes all the traffic you paid for or earned.

The threshold: a page with more than 200 sessions in the month and an engagement rate below 40%.

How to do it in GA4:

1. Open Reports, Engagement, Landing page.
2. Set the period to the last 28 days.
3. Sort by Sessions and add the Engagement rate column.
4. Flag pages above 200 sessions with engagement below 40%.

In Claude: "Which landing pages had more than 200 sessions in the last 28 days and engagement below 40%? Sort by lost sessions." You know which page to rewrite first.

3. "At which funnel step does the sale stall?"

What to check: the flow between the steps that lead to a purchase or lead: product page, cart, checkout, confirmation. One broken step drags down the whole site.

The threshold: a step that loses more than 60% of the people who reached it.

How to do it in GA4:

1. Open Explore and create a Funnel exploration.
2. Build the steps with your site's events (for example view_item, add_to_cart, begin_checkout, purchase).
3. Pick the last 28 days and read the abandonment column for each step.
4. Note the step with abandonment above 60%.

In Claude: "At which funnel step did the site lose the most people in the last 28 days? Show the abandonment rate of each step." You fix 1 step, not the whole site.

4. "Does mobile convert worse than desktop?"

What to check: conversion rate by device category. Most traffic usually comes from phones, while the site is usually tested on the office laptop.

The threshold: mobile conversion below half of desktop conversion.

How to do it in GA4:

1. Open Reports, Tech, Tech overview.
2. On the Device category card, click View details.
3. Add the key events metric and the session key event rate.
4. Compare mobile with desktop: if mobile is less than half, there is a leak.

In Claude: "Compare mobile and desktop conversion rates over the last 30 days. Is mobile below half?" The leak nobody sees on the office laptop.

5. "Which channel brings visits that never buy?"

What to check: traffic source crossed with conversion. A channel that fills the report with sessions and no sales eats budget and attention.

The threshold: a source with more than 500 sessions in 30 days and 0 conversions.

How to do it in GA4:

1. Open Reports, Acquisition, Traffic acquisition.
2. Switch the dimension to Session source/medium.
3. Sort by Sessions and look at the key events column.
4. Flag every source above 500 sessions with 0 conversions.

In Claude: "Which sources brought more than 500 sessions in the last 30 days with no conversion?" You cut the budget that only fills the report.

6. "What changed this week?"

What to check: this week's sessions and conversions against the previous week. A drop that lasts 3 weeks unnoticed becomes a bad month end.

The threshold: sessions or conversions 20% below the previous week.

How to do it in GA4:

1. Open Reports, Reports snapshot.
2. In the date picker, choose the last 7 days and turn on Compare to previous period.
3. Read the change in Sessions and Key events.
4. If either drops 20% or more, open Traffic acquisition with the same comparison to find the channel.

In Claude: "Did sessions and conversions in the last 7 days drop more than 20% against the previous 7? Which channel explains most of it?" You see the drop on Monday, not at month end.

7. "Did conversion tracking stop?"

What to check: whether the purchase or lead event is still arriving. A site update can break the tag without anyone noticing, and then every campaign looks bad.

The threshold: a conversion event with 0 hits in 48 hours while sessions stay normal.

How to do it in GA4:

1. Open Reports, Engagement, Events.
2. Find the conversion event (purchase, generate_lead or whatever name you use).
3. Check the count for the last 2 days in the daily chart.
4. If it is 0 with normal sessions, check Admin, DebugView while making a test purchase or sign up.

In Claude: "Did the purchase event record anything in the last 48 hours? Did sessions drop in the same period?" You find the broken tag before pausing a good campaign.

To see which other GA4 metrics are worth tracking beyond these 6, read Website metrics in GA4: what to really measure.

When the question becomes a routine

Asking the 6 questions once already pays for the connection. The real gain comes when someone does it every week without you remembering. In Sherlok, the Site and Conversion agent reads GA4 and your products and leaves page and funnel tasks ready in the queue. You open Claude, ask for the daily summary (which uses no message) and decide what to apply.

Frequently asked questions

Can Claude change anything in my GA4 or my site?

No. The connector is read only. It queries the data and answers; any change to the site, tags or campaigns is made by you.

How much does it cost to ask these questions?

The connector works on the Free plan, no card needed. Each investigation question uses 1 message: 30 per month on Free, 200 on Growth, 500 on Pro and unlimited on Infinity. Viewing the daily summary and agent results uses no message.

Do I need to know GA4 to use it?

Not to ask. It helps to know the names of your conversion events to check the answer. The thresholds in this guide are a starting point: adjust them to your site's volume.

GA4 already holds the answer to most of the questions a business owner asks about the website. What was missing was a way to ask without building a report. With the connector, the question becomes one sentence and the answer comes with a number. What you do with it is still your decision.