How to Measure SEO-Assisted Conversions in GA4
To measure SEO-assisted conversions in GA4, use the 'Traffic Acquisition' report, filter by 'Organic Search', and analyze assisted conversions using event- or session-based attribution models within the 'Conversions' section.
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Key Takaways
Frequently Asked Questions
What are SEO-assisted conversions?
Not directly. Instead of 'assisted conversions', GA4 uses attribution models to distribute credit across channels like Organic Search.
Does GA4 show assisted conversions like Universal Analytics?
Not directly. Instead of 'assisted conversions', GA4 uses attribution models to distribute credit across channels like Organic Search.
Which attribution model should I use?
Data-Driven Attribution is recommended in GA4, as it uses machine learning to assign conversion value based on actual user paths.
How can I see organic keywords in GA4?
Connect your Google Search Console property to GA4 and access the 'Search Console' report to view queries driving organic traffic.
How often should I review SEO-assisted conversions?
Ideally monthly, aligning with your reporting cadence, or weekly during SEO campaigns or content launches.
Step by Step Plan
Access Reports in GA4
Log into GA4 and navigate to ‘Reports’ > ‘Acquisition’ > ‘Traffic acquisition’ to analyze traffic by channel, including Organic Search.
Filter by Organic Search
In the Traffic Acquisition report, filter the ‘Default Channel Grouping’ to 'Organic Search' to isolate SEO-driven sessions.
Add Conversions Metric
Modify the report to display 'Conversions' and 'Session Conversion Rate' to assess how often SEO traffic leads to key actions.
Add Conversions Metric
Go to ‘Advertising’ > ‘Attribution’ > ‘Conversion paths’ to analyze SEO's impact in early, mid, or final conversion stages.
Create a Custom Exploration
Leverage ‘Explorations’ with dimensions like ‘Session source/medium’ and metrics like ‘Conversions’ to build a tailored SEO impact view.
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