GA4 — N.Rich effect

What N.Rich's ads send to winningtemp.com and what it leads to — benchmarked against every other channel with the same GA4 metrics. GA4's default grouping hides N.Rich inside "Unassigned" and "Organic Video"; here it is its own channel. Spend is the planned N.Rich budget (120k SEK/month Oct 2025–Jun 2026, 94k SEK/month from Jul 2026).

⚠

GA4 sees no human behaviour in N.Rich's clicks

Since Oct 2025: 3,570 sessions for 1.44M SEK, averaging 0.1 s on the site (other channels: 17 s), 0 form starts or Book-demo clicks, and 0 of 3,545 visitors ever came back another way. 10 of 10 quality checks below fail. None of the meetings or won deals since Oct 2025 with a tracked first touch traces back to an N.Rich ad.

That doesn't prove click fraud — but it is what automated traffic (ad-verification crawlers, link prefetchers, invalid clicks) looks like in GA4. Worth asking N.Rich for an invalid-traffic report and the placement list behind these clicks.

Oct 2025 – 26 Oct 2026 · Oct 2026 N.Rich spend prorated to 84% of the month

N.Rich spend

1.44M SEK

planned budget, 13 months

Sessions from N.Rich

3,570

2.4% of all site sessions

Cost per session

403 SEK

Google Ads: 30 SEK

Engagement per session

0.1 s

other channels: 17 s

Form starts · Book-demo button clicks

0 · 0

site: 32.6 form starts per 1k sessions

Visitors in the Nordics

26%

other channels: 81%

N.Rich next to every channel

same GA4 metrics · Oct 2025 – 26 Oct 2026

Channel	Sessions	Share	Spend	Cost / session	Engagement / session	Pages / session	Scrolls / 100	First visits	Desktop	Nordic	Form starts / 1k	Book-demo button clicks
organicDirect	51,546	34.1%	—	—	12 s	1.23	9.1	30%	88%	83%	9.7	220
paidGoogle Ads	43,088	28.5%	1.30M SEK	30 SEK	16 s	1.28	15.4	57%	74%	76%	8.3	99
organicOrganic search	27,822	18.4%	—	—	25 s	1.37	24.9	51%	75%	79%	10.8	103
ownedEmail	9,912	6.6%	—	—	28 s	1.21	17.6	20%	89%	95%	323.5	1,469
organicReferral	5,192	3.4%	—	—	21 s	1.64	19.9	21%	95%	88%	20.4	39
paidMicrosoft Ads (Bing)	4,959	3.3%	—	—	20 s	1.33	11.8	34%	91%	99%	12.7	31
paidN.Rich	3,570	2.4%	1.44M SEK	403 SEK	0.1 s	1.00	0.5	99%	100%	26%	0.0	0
otherOther / unassigned	2,751	1.8%	—	—	14 s	0.80	44.0	27%	82%	40%	15.3	4
organicOrganic social	1,326	0.9%	—	—	31 s	1.78	31.0	52%	56%	85%	130.5	35
paidMeta Ads	515	0.3%	—	—	12 s	1.15	14.8	90%	2%	98%	95.1	0
paidLinkedIn Ads	416	0.3%	961k SEK	2,309 SEK†	8.9 s	1.41	19.5	71%	45%	51%	14.4	3
organicAI assistants	94	0.1%	—	—	79 s	1.52	37.2	64%	77%	84%	63.8	0
All channels except N.Rich	147,621	97.6%			17 s	1.29	15.8	41%	81%	81%	32.6	2,003

Spend: N.Rich = the planned budget in CENTCOM (120k SEK/month Oct 2025–Jun 2026, 94k SEK/month from Jul 2026) — if that fee also covers N.Rich's intent-data platform rather than media alone, the cost per session overstates the media cost. Google Ads and LinkedIn Ads = actual spend from their APIs; Meta and Microsoft Ads spend isn't in CENTCOM. † LinkedIn Ads is understated here: LinkedIn reports 16,714 ad clicks since Oct 2025, but only the tagged ones reach GA4 as "linkedin / paid" — most arrive as plain linkedin.com referrals and land under Organic social — so its cost per session is not comparable. "Book-demo clicks" is GA4's "Book demo" click rollup, which fires mostly on webinar and event pages (email's high count is the newsletter audience); it is not a count of demo requests — those live in HubSpot.

Jan 2026 – 26 Oct 2026 · Oct 2026 N.Rich spend prorated to 84% of the month

N.Rich spend

1.08M SEK

planned budget, 10 months

Sessions from N.Rich

3,099

2.8% of all site sessions

Cost per session

348 SEK

Google Ads: 29 SEK

Engagement per session

0.1 s

other channels: 17 s

Form starts · Book-demo button clicks

0 · 0

site: 31.5 form starts per 1k sessions

Visitors in the Nordics

28%

other channels: 80%

N.Rich next to every channel

same GA4 metrics · Jan 2026 – 26 Oct 2026

Channel	Sessions	Share	Spend	Cost / session	Engagement / session	Pages / session	Scrolls / 100	First visits	Desktop	Nordic	Form starts / 1k	Book-demo button clicks
organicDirect	34,961	32.1%	—	—	11 s	1.24	9.9	30%	88%	83%	10.9	171
paidGoogle Ads	34,304	31.5%	994k SEK	29 SEK	15 s	1.27	15.5	59%	73%	73%	8.8	81
organicOrganic search	19,484	17.9%	—	—	25 s	1.37	26.2	51%	75%	79%	10.0	63
ownedEmail	6,467	5.9%	—	—	28 s	1.28	19.2	20%	90%	95%	326.7	585
organicReferral	3,980	3.7%	—	—	20 s	1.65	21.8	20%	95%	88%	21.1	29
paidMicrosoft Ads (Bing)	3,758	3.4%	—	—	20 s	1.34	11.9	36%	89%	99%	12.0	20
paidN.Rich	3,099	2.8%	1.08M SEK	348 SEK	0.1 s	1.00	0.5	99%	100%	28%	0.0	0
otherOther / unassigned	1,156	1.1%	—	—	20 s	1.19	18.1	46%	68%	61%	32.9	1
organicOrganic social	908	0.8%	—	—	33 s	1.85	35.8	49%	61%	83%	134.4	6
paidMeta Ads	515	0.5%	—	—	12 s	1.15	14.8	90%	2%	98%	95.1	0
paidLinkedIn Ads	258	0.2%	576k SEK	2,233 SEK†	13 s	1.63	31.0	56%	56%	75%	23.3	3
organicAI assistants	94	0.1%	—	—	79 s	1.52	37.2	64%	77%	84%	63.8	0
All channels except N.Rich	105,885	97.2%			17 s	1.30	16.2	43%	80%	80%	31.5	959

Jul 2026 – Sep 2026

N.Rich spend

281k SEK

planned budget, 3 months

Sessions from N.Rich

1,290

5.1% of all site sessions

Cost per session

218 SEK

Google Ads: 29 SEK

Engagement per session

0.1 s

other channels: 16 s

Form starts · Book-demo button clicks

0 · 0

site: 23.1 form starts per 1k sessions

Visitors in the Nordics

31%

other channels: 77%

N.Rich next to every channel

same GA4 metrics · Jul 2026 – Sep 2026

Channel	Sessions	Share	Spend	Cost / session	Engagement / session	Pages / session	Scrolls / 100	First visits	Desktop	Nordic	Form starts / 1k	Book-demo button clicks
paidGoogle Ads	8,484	33.5%	249k SEK	29 SEK	14 s	1.22	13.0	66%	74%	68%	8.6	22
organicDirect	7,784	30.8%	—	—	11 s	1.22	8.4	30%	88%	81%	9.5	7
organicOrganic search	4,114	16.3%	—	—	24 s	1.37	26.1	47%	77%	76%	10.5	8
paidN.Rich	1,290	5.1%	281k SEK	218 SEK	0.1 s	0.99	0.2	98%	100%	31%	0.0	0
ownedEmail	1,051	4.2%	—	—	29 s	1.32	15.0	17%	89%	98%	261.7	0
paidMicrosoft Ads (Bing)	965	3.8%	—	—	17 s	1.25	8.9	42%	82%	99%	9.3	4
organicReferral	685	2.7%	—	—	16 s	1.39	14.0	28%	92%	86%	23.4	2
otherOther / unassigned	405	1.6%	—	—	18 s	0.85	16.3	25%	61%	57%	34.6	0
organicOrganic social	266	1.1%	—	—	34 s	1.62	31.6	52%	56%	81%	172.9	0
paidLinkedIn Ads	115	0.5%	173k SEK	1,506 SEK†	8.7 s	1.10	15.7	57%	64%	77%	0.0	0
paidMeta Ads	96	0.4%	—	—	3.7 s	1.00	3.1	94%	0%	97%	10.4	0
organicAI assistants	56	0.2%	—	—	111 s	1.61	46.4	61%	77%	89%	89.3	0
All channels except N.Rich	24,021	94.9%			16 s	1.25	14.0	47%	80%	77%	23.1	43

Sep 2026

N.Rich spend

94k SEK

planned budget, 1 month

Sessions from N.Rich

186

1.6% of all site sessions

Cost per session

503 SEK

Google Ads: 17 SEK

Engagement per session

0.2 s

other channels: 14 s

Form starts · Book-demo button clicks

0 · 0

site: 10.6 form starts per 1k sessions

Visitors in the Nordics

76%

other channels: 82%

N.Rich next to every channel

same GA4 metrics · Sep 2026

Channel	Sessions	Share	Spend	Cost / session	Engagement / session	Pages / session	Scrolls / 100	First visits	Desktop	Nordic	Form starts / 1k	Book-demo button clicks
paidGoogle Ads	4,028	34.5%	67k SEK	17 SEK	11 s	1.17	9.8	68%	84%	78%	4.5	9
organicDirect	3,891	33.3%	—	—	9.4 s	1.19	7.6	31%	87%	85%	5.4	3
organicOrganic search	2,109	18.1%	—	—	23 s	1.33	25.2	48%	77%	79%	7.1	3
paidMicrosoft Ads (Bing)	515	4.4%	—	—	11 s	1.20	7.4	40%	83%	100%	5.8	1
ownedEmail	346	3.0%	—	—	28 s	1.65	19.7	10%	93%	98%	121.4	0
organicReferral	287	2.5%	—	—	16 s	1.40	12.5	25%	98%	89%	24.4	2
paidN.Rich	186	1.6%	94k SEK	503 SEK	0.2 s	0.99	0.5	98%	100%	76%	0.0	0
otherOther / unassigned	129	1.1%	—	—	19 s	0.78	16.3	22%	58%	67%	38.8	0
organicOrganic social	91	0.8%	—	—	42 s	1.98	45.1	41%	65%	79%	87.9	0
paidLinkedIn Ads	51	0.4%	58k SEK	1,135 SEK†	7.9 s	1.12	15.7	67%	67%	84%	0.0	0
organicAI assistants	30	0.3%	—	—	186 s	1.83	63.3	67%	77%	97%	100.0	0
paidMeta Ads	11	0.1%	—	—	3.0 s	0.91	9.1	73%	0%	91%	0.0	0
All channels except N.Rich	11,488	98.4%			14 s	1.23	12.6	47%	84%	82%	10.6	18

N.Rich sessions and spend per month

Cost per session

SEK · N.Rich vs Google Ads

Traffic quality check

since Oct 2025 · 10 of 10 fail

✕Engagement time per session

0.1 sother channels: 17 s

GA4 counts time only while the page is in front of a person.

✕Scrolls per 100 sessions

0.5other channels: 15.8

Nobody reads below the fold.

✕Pages per session

1.00other channels: 1.29

One page, then gone.

✕First-visit sessions

99%other channels: 41%

Real campaigns bring some people back; here nearly every click is a new browser.

✕Desktop share

100%other channels: 81%

No phones or tablets at all — unless the N.Rich campaigns are set to desktop-only placements; worth checking there.

✕Visitors in the Nordics

26%other channels: 81%

The target accounts are Nordic; most clicks come from India, the US and elsewhere.

✕Screen size 1920x1080 or 1024x768

98%other channels: 23%

Real visitors come with hundreds of screen sizes; these two are the defaults of automated browsers.

✕City unknown to GA4

48%other channels: 4%

Typical of data-centre and proxy IP addresses.

✕Sessions per visitor

1.00other channels: 2.08

Nobody came back: 0 of 3,545 N.Rich-first visitors ever returned through any channel. Visitors who decline cookies can't be followed, but that applies to every channel.

✕Form starts + Book-demo clicks

0other channels: 32.6 form starts / 1k

No visitor began a form or clicked a Book-demo button.

Engagement time per session

seconds, by month

Where the clicks come from

visitor country · Nordics in purple

Accounts and pipeline

N.Rich's account data via HubSpot · HubSpot deals since Oct 2025

Target accounts N.Rich reports

53 engaged an ad · 110 clicks · 314 video views

…of which booked a meeting

since Oct 2025

Meetings booked

375

2 from companies that engaged an N.Rich ad · 19 N.Rich ever recorded

Won deals

158

0 engaged an N.Rich ad (0 SEK ARR) · 14 N.Rich ever recorded

N.Rich as first touch

0 · 0

meetings · won deals, among those with a tracked first touch (258 of 375 meetings have one; the rest are mostly logged by sales)

N.Rich's counts are all-time and undated, and its pixel also records visits that came through other channels — so "engaged an N.Rich ad" means the company clicked or watched one at some point, not that the ad came before the meeting. "N.Rich ever recorded" includes plain site visits from any channel. GA4 sessions: 3,570; N.Rich's own click count for its target accounts: 110 — most of GA4's N.Rich sessions don't come from target accounts.

Target account	Engagements	Ad clicks	Video views	Site visits	Intent score	Last engagement	HubSpot
Motala kommunmotala.se	33	7	26	7	71	2026-10-26	—
Equinor ASAequinor.com	30	3	24	5	73	2026-10-26	—
Svenljunga Kommunsvenljunga.se	28	4	21	4	62	2026-10-25	—
Varbergs kommunvarberg.se	22	3	18	5	74	2026-10-22	—
Helsingborgs kommunhelsingborg.se	22	5	16	6	59	2026-10-25	—
Härnösands kommunharnosand.se	19	1	18	1	64	2026-10-23	—
Strömsunds kommunstromsund.se	18	13	5	13	75	2026-10-23	—
Nykreditnykredit.dk	16	7	9	10	60	2026-10-25	—
Metsäliitto Osuuskuntametsagroup.com	16	1	14	3	56	2026-10-26	—
Jönköpings kommunhttp://jonkoping.se	15	11	4	12	74	2026-10-20	—
Kristianstads kommunkristianstad.se	14	3	10	6	75	2026-10-22	—
Falkenbergs kommunkommun.falkenberg.se	14	2	12	11	61	2026-10-26	—
Kalmar Kommunkalmar.se	13	2	6	3	76	2026-10-26	—
Umeå universitetumu.se	12	0	10	2	72	2026-10-22	—
Lindesbergs kommunlindesberg.se	11	3	7	6	73	2026-10-23	—
Ludvika kommunludvika.se	11	0	11	2	69	2026-10-20	—
Sigtuna kommunsigtuna.se	10	6	4	6	78	2026-10-23	—
Trondheim kommunetrondheim.kommune.no	10	0	10	2	77	2026-10-22	—
Svedala kommunsvedala.se	10	1	8	1	52	2026-10-26	—
Aker Solutionsakersolutions.com	9	4	3	8	77	2026-10-26	—
Trosa kommuntrosa.se	9	3	6	3	61	2026-10-16	—
Hemithemit.no	8	0	7	1	63	2026-10-26	—
Huddinge kommunhuddinge.se	7	0	5	1	64	2026-10-20	—
Haparanda kommunhaparanda.se	7	5	2	5	62	2026-10-26	Meeting 2026-09-23
Løvenskiold-Vækerølovenskiold.no	7	0	6	1	61	2026-10-22	—
Skövde kommunskovde.se	6	5	1	13	77	2026-10-22	—
AstraZenecaastrazeneca.com	6	2	1	4	73	2026-10-26	—
Tromsø kommunetromso.kommune.no	6	1	5	1	70	2026-10-25	—
Skanska ABskanska.com	6	0	6	4	66	2026-10-23	—
Värmdö kommunvarmdo.se	5	3	2	3	77	2026-10-21	—
Åre kommunare.se	5	1	4	1	77	2026-10-09	—
Asker kommuneasker.kommune.no	5	0	4	1	70	2026-10-26	—
Länsstyrelsenlansstyrelsen.se	5	1	2	2	66	2026-10-26	—
SINTEFsintef.no	5	1	4	2	50	2026-10-14	—
Fortnox ABfortnox.se	4	0	4	2	70	2026-10-26	Meeting 2026-03-30
MØRE OG ROMSDAL FYLKESKOMMUNEmrfylke.no	4	0	4	1	58	2026-10-22	—
Karlskoga kommunkarlskoga.se	4	2	2	2	57	2026-10-22	—
Sveriges Radio Aktiebolagsverigesradio.se	4	1	0	2	51	2026-10-13	—
Etraveli Group ABetraveligroup.com	2	0	1	1	73	2026-10-01	—
Alm. Brand Groupalmbrand.dk	2	2	0	3	70	2026-10-19	—
LARVIK KOMMUNElarvik.kommune.no	2	1	1	2	63	2026-10-26	—
Båstads Kommunbastad.se	2	0	2	1	61	2026-10-14	—
Jotun ASjotun.com	2	0	2	1	60	2026-10-09	—
OK-Q8 ABokq8.se	2	2	0	2	58	2026-10-16	—
Aktiebolaget Trav och Galoppatg.se	2	1	1	1	55	2026-10-13	—
Steinkjer kommunesteinkjer.kommune.no	2	1	1	3	51	2026-10-23	—
RINGERIKE KOMMUNEringerike.kommune.no	1	0	1	1	75	2026-10-26	—
Dtu - Technical University Of Denmarkdtu.dk	1	0	1	4	74	2026-10-20	—
Arbetsförmedlingenarbetsformedlingen.se	1	0	1	2	70	2026-10-09	—
Elverum kommuneelverum.kommune.no	1	0	1	2	66	2026-10-26	—
Gekås Ullared ABgekas.se	1	0	0	0	63	2026-09-29	—
Lemvigh-Müller A/Slemu.dk	1	1	0	1	60	2026-10-20	—
Svenska Kraftnätsvk.se	1	0	1	1	60	2026-10-26	—
Statens fastighetsverksfv.se	1	1	0	1	57	2026-10-15	—
Skanska Sverige ABskanska.se	0	0	0	4	75	2026-09-14	—
Renova Miljö ABrenova.se	0	0	0	1	75	2026-08-18	—
Husqvarna Grouphusqvarnagroup.com	0	0	0	3	75	2026-08-19	—
OneMed Sverige ABonemed.se	0	0	0	1	72	—	—
Grant Thornton Sweden ABgrantthornton.se	0	0	0	1	72	2026-02-26	—
FÖRSVARETS MATERIELVERKfmv.se	0	0	0	1	72	2026-09-21	—
Folkhälsomyndighetenfolkhalsomyndigheten.se	0	0	0	1	69	2026-04-09	—
Byredobyredo.com	0	0	0	1	63	—	—
Mycronic AB (publ)mycronic.com	0	0	0	1	60	2026-08-04	—
Kentorkentor.se	0	0	0	1	60	2026-09-23	—
Sveaskog Förvaltnings Aktiebolagsveaskog.se	0	0	0	1	60	2026-04-10	—
H & M Hennes & Mauritz ABhm.com	0	0	0	2	60	2026-09-23	—
NORTURA SAnortura.no	0	0	0	1	54	2026-09-15	—
Falckfalck.com	0	0	0	1	54	2026-08-08	—
Klättercentret Stockholm ABklattercentret.se	0	0	0	1	51	—	—

Formats

since Oct 2025

Format (utm medium)	Sessions	Engagement / session	Pages / session
Native banner	1,297	0.0 s	0.99
Cross-channel	1,276	0.0 s	0.99
Native video	725	0.1 s	1.01
Native article	256	0.1 s	1.00
Ad-server referral	23	3.1 s	1.17

Landing pages

top 10

Page	Sessions	Engagement / session
/guides/winning-with-data-the-business-impact-of-employee-feedback	1,014	0.0 s
/ai-conversation	382	0.0 s
/sv/guides/winning-with-data-the-business-impact-of-employee-feedback	276	0.1 s
/	272	0.2 s
/blog/why-einstein-would-love-winningtemps-ai-and-why-your-team-will-too	222	0.0 s
/sv/ai-conversation	184	0.1 s
/hr-engagement-test	152	0.0 s
/sv	143	0.0 s
/guides/the-real-cost-of-disengaged-teams	100	0.0 s
/no	99	0.0 s

Campaigns

utm campaign · top 12

Campaign	Sessions	Engagement / session
1. ROW Awareness \|EU] Cross Sell + Intent	539	0.0 s
Consideration ROW	529	0.0 s
1. ROW Consideration \|EU] Cross Sell + Intent	516	0.0 s
2. SE Awareness	323	0.3 s
Awareness ROW Cross Sell + Intent	282	0.0 s
Awareness ROW	209	0.0 s
2. SE Consideration	207	0.0 s
Consideration SE	151	0.2 s
1. ROW Decision \|EU] Cross Sell + Intent	148	0.0 s
Awareness SE	134	0.0 s
Awareness NO	122	0.1 s
3. NO Awareness	75	0.0 s

Sessions by hour of day

% of each group's sessions · property time

Device fingerprint

since Oct 2025

Screen size

1920x108072%

1024x76827%

1536x9601%

1366x7680%

1680x10500%

Browser

Chrome88%

Edge11%

Firefox1%

Opera0%

Safari0%

Operating system

Windows86%

Macintosh8%

Chrome OS4%

Linux1%

City

(not set)48%

Stockholm22%

New York5%

Zurich4%

London2%

How this is built: GA4 sessions with utm_source "nrich" (plus referrals from N.Rich's ad servers) from Oct 2025 to 26 Oct 2026, re-classified next to the paid platforms (Google Ads = google/cpc incl. Display, Microsoft Ads = bing/cpc, LinkedIn Ads and Meta Ads = paid media from those sources) and GA4's own channel groups for the rest. Engagement time = GA4 user engagement duration ÷ sessions. Nordic = Sweden, Norway, Denmark, Finland. N.Rich spend is the planned budget from compute_derived.py, not an invoice. N.Rich's own total click count across all its campaigns isn't available to CENTCOM (HubSpot only syncs per-account figures for the target list), so GA4 sessions can't be reconciled against what N.Rich bills. Refreshed daily by scripts/pull_ga4_nrich.py.