Reading Pulse groups

Momentum is the summary of your business state. The three Pulse groups are where you understand where what’s improving or worsening is coming from.

Each group brings together related integrations and shows you a specific reading of that domain.

Organic

What it covers: traffic you don’t pay for. Visits from search, local presence, how visitors behave on your site.

Integrations: Google Analytics, Search Console, Google Business Profile.

When it’s worth looking: organic tends to be stable day-to-day. Sudden changes usually come from site changes (pages removed, technical SEO broken) or Google algorithm updates — worth investigating right away.

Paid

What it covers: the health of your ad spend. Cost, efficiency, return.

Integrations: Google Ads, Facebook Ads.

When it’s worth looking: rapid changes in paid are normal — campaigns start and end, audiences get saturated, creatives get tired. The signal to watch is a negative trend that persists without an obvious cause.

Social

What it covers: reach, engagement, audience growth on your social networks.

Integrations: Instagram.

When it’s worth looking: drops in reach usually come from low posting frequency, content that’s stopped resonating with your audience, or platform algorithm changes. If engagement drops even with stable reach, the content probably needs refreshing.

How the groups cross-reference

The most valuable reading is rarely in one group alone — it’s in what happens across several at once. A drop on one side may be explained (or made worse) by movement on another, and that correlation is what isolated tools (Google Analytics, Meta Insights) can’t give you.

This cross-view is one of the reasons more integrations connected increases value — without seeing everything at once, you miss the context that ties the ends together.

Group states

Each group has a visual indicator:

• Green — good direction
• Yellow — stable
• Orange — attention
• Red — critical alert requiring action

When a group enters alert state, you receive a notification. No need to keep checking.

What if a group doesn’t appear?

It means you haven’t yet connected any of the integrations that feed that group. That’s fine — if you don’t run ads, you don’t need the Paid group; if you’re not on social networks, you don’t need Social. We work with the integrations you have connected.

Next steps

• What is Pulse? — the page where the groups live.
• What is Momentum? — understand the score that summarises the groups.
• What is Intelligence? — ask questions in natural language about the readings.