In Google Analytics, organic traffic refers to all website visitors who arrived from search engine results pages (SERPs) without clicking on a paid ad. When you search for a keyword, like “ecommerce seo agency in boston”, all websites listed under paid ads are organic search listings:
Any search result that says “Sponsored” is a paid ad and therefore not an organic listing:
To locate organic traffic data within Google Analytics 4 (GA4), follow these instructions:
Access the Traffic Acquisition Report:
- Log into your GA4 account.
- Navigate to the Reports section in the left sidebar.
- Under Life Cycle, click on Traffic Acquisition.
View Organic Traffic Breakdown:
- You’ll immediately see a chart displaying the distribution of traffic by channel.
- Focus on the Organic Search section highlighted in blue; this represents your organic traffic.
- You can access metrics like the number of users, sessions, engagement rate, and bounce rate specifically for organic search.
- Analyze organic traffic alongside other channels to understand its performance and contribution to your overall website traffic.
- Monitor organic traffic trends over time to measure the impact of your SEO efforts and identify areas for improvement.
- Establish clear goals for organic traffic growth and track your progress towards them to ensure a strategic and results-driven SEO strategy.
- Use Google Search Console for keyword-specific data and insights.
Want to learn more about organic traffic acquisition and reporting?