Results and measurement
How LogNorm measures shipped moves at 28 and 90 days and what counts as a win.
Shipping a move is half the loop. LogNorm then measures whether it worked: it records a baseline when the move goes live, measures again after 28 and 90 days, and marks the move Won when the numbers move enough. Everything is computed from Search Console and AI visibility data. Nothing is typed in by hand.
When measurement starts
A move enters measurement as soon as it is published, whichever way that happens:
- content published from the editor to your CMS (see Publishing);
- Mark done on a fix or other non-content move;
- a successful Validate fix that clears every issue the move covers.
When you publish content or click Mark done, LogNorm records the baseline straight away and the move goes from Published to Measuring. A background pass runs every few hours for each website and picks up any published move still missing a baseline, such as a validated fix.
The baseline
The baseline covers the 28 days before the publish date and records:
- Clicks and impressions from Search Console;
- Average position, weighted by impressions;
- AI mentions: how often your page is cited in the latest AI visibility run, or, if it isn’t cited, how many answers in that run mention your brand.
If the move has a target page, LogNorm measures that page, counting every spelling Google might use for it (http or https, with or without www, with or without a trailing slash). If it only has a target keyword, LogNorm measures that search query instead. A move with neither can’t be measured in Search Console.
If a move shipped before Search Console was connected, its baseline is saved without traffic data. Search Console brings in its history when you connect, so LogNorm fills the baseline in from it on the next pass rather than comparing against an unknown. See Google Search Console.
Measuring at 28 and 90 days
Each follow-up compares like with like: the last 28 days of the window against the 28-day baseline. So the 28-day measurement covers the first four weeks after publishing, and the 90-day measurement covers days 63 to 90.
Search Console data arrives a few days late, so each measurement waits until 3 days after the window ends and until Search Console data covers the whole window. The move’s page shows the date each measurement is expected.
What counts as a win
At each measurement, a move wins if any of these is true compared with its baseline:
| Rule | Example |
|---|---|
| Clicks up 20% or more | 40 → 52 clicks |
| From zero to at least 10 clicks | 0 → 14 clicks, typical for a new page |
| Impressions up 20% or more | 2,000 → 2,600 impressions |
| From zero to at least 100 impressions | 0 → 340 impressions |
| Average position up 3 places or more | 14.2 → 9.8 |
A move that wins at 28 days becomes Won straight away and its owner is notified (or the workspace owners and admins, if it has no owner). A move that hasn’t won yet stays Measuring with the note No significant lift yet, and gets a second chance at 90 days. Each measurement is added to the move’s activity history with its numbers and the reason.
Wins are decided on Search Console clicks, impressions and position. Without Search Console data a measurement is recorded as Nothing to measure in Search Console and the move can’t be marked won. AI mentions are recorded alongside for context.
Where to see results
The Results page
Results is the Move Ledger: every shipped move for the website with its baseline and outcomes. At the top you see:
- Moves shipped, Measuring (waiting for the 28 or 90 day mark) and Won, with your win rate;
- Click lift: the total change in clicks per 28 days across measured moves, each compared with its own baseline;
- Win rate by move type, which shows what works for your site;
- Click lift per move, comparing each move’s latest window with its baseline.
The table lists each move’s publish date, Baseline, 28 days and 90 days (clicks with the change in percent, plus impressions and position) and its status. A cell reads No GSC data when the window had nothing from Search Console.
On each move
A shipped move’s page has an Outcome section with three boxes: Baseline (28 days before), 28 days after and 90 days after. Each shows clicks, the change against the baseline, impressions, position and AI mentions, or the date it will be measured.
On the Growth Dashboard
The Outcomes tile shows moves won in the last 30 days, how many are still measuring and the measured click lift. The Growth chart plots 90 days of clicks and impressions with every published move marked on the line. The weekly digest lists last week’s wins and measurements; see the weekly digest.
Decay and refresh moves
Pages don’t hold their traffic forever. With every measurement pass, the decay monitor compares each page’s Search Console clicks over the latest 28 days with the 28 days before. A page is flagged when:
- it had at least 20 clicks in the earlier period, and
- its clicks dropped by 30% or more.
Up to 10 of the biggest losers per pass become Refresh moves from the Decay monitor source, titled like Refresh “Pricing guide” — clicks down 42%. Each one carries the before and after numbers and the queries that lost the most clicks, and its impact reflects how many clicks were lost. There is only ever one decay move per page: if the page keeps sliding, the same move is updated.
When the decayed page came from an earlier move, the refresh is linked to it. You see Follow-up to under Related moves on the refresh, and the original move’s history notes that it decayed. New decays also appear in the dashboard’s Needs attention tile and in the digest’s Pages that decayed section.
Refresh moves are ranked and planned like any other move. Opening one and clicking Create brief starts a refreshed version of the page in the editor; see Content and the editor. Decay detection needs Search Console.