Improve your Organic Attribution

Quick steps to take to improve the attribution of organic via GA4

I can’t take credit for this post; it came from our head of SEO, Tom, via an in-depth guide from eCom consultant Luke C, available here.

Here’s a summary of actions/outputs you need to know to improve your GA for Organic.

GA is set out of the box with organic tracking via the last click, which is all good for customers converting on the last click. Still, with Organic, we often introduce customers to the brand but paid takes the acquisition when they inevitably Google the brand and click the paid ad.

However, paid reporting looks at the first interaction and attributes purchases based on that within a 30-day window, something SEO doesn't do.

So what you want to do is follow these instructions

• Head to Admin > Data Display > Audiences

Within Audiences, you want to create a new audience - Organic Fed Sales 12 months.

The parameters you need to set are;

• 365-day membership duration

• Include Users when

  • First User Default Channel Group Exactly Matches Organic Search

  • OR Session Default Channel Group Exactly Matches Organic Search

• Include Users when

  • Event Name Exactly Matches Purchase

  • AND Purchase Event Count >/ in the last 30-day period

• Include Users when

  • Landing Page Query String Does Not Exactly Match /

This only processes from the day it's set up, so the sooner you get it set up, the better.

We did this for all our clients and saw an increase from 10% to 30% in additional revenue attributed to their organic investment.

Depending on the impact of implementation/attribution setup for the channel, we can compare the data we get via regular means with the actual first-click data we get from this new audience, which could be significantly different.

Big thanks to TG + Luke for this one.