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Organic Search Traffic Report in Google Analytics 4

The organic search traffic analysis can help you understand how users are finding your website through organic (unpaid) search engine results. You can use this information to identify which keywords and phrases are driving the most traffic to your site and which pages and content are most popular among your visitors.

This information should then be used to optimise the website for search engines and improve the user experience. As a result, you will see more traffic and potentially higher conversion rates. Use it to identify and fix any technical issues that may be preventing the site from ranking well in search results.

The Organic Search Traffic Report in Google Analytics 4:

Unlike Universal Analytics, there is no longer an organic search traffic analysis in Google Analytics 4 and we need to create one from scratch. 

We use the exploration report for this and create an overview report containing several tabs with sub-reports that measure organic search traffic to the website.

Here is the list of the reports included in the report:

1. How to create the “Overview” report:

  • Log in to your Google Analytics 4 property and click on the “Explore” link.
  • Choose the “Blank” exploration template.

Explorations tab in Google Analytics 4

  • Choose a name for your report.
  • Choose the date range. We chose to set the date range to the last 30 days.

Rename report in GA4 and choose date range

  • Click on the “+” next to “Segments”.
  • Click “User Segments”.

create a custom segment in GA4

  • Name the segment “Organic Search”.
  • Click on the drop down.
  • Choose “First user medium”.
  • Click on “Add Filter”.
  • Choose “organic” from the “Conditions”.
  • Click “Apply”.
  • Click “SAVE AND APPLY”.
  • Click on “+” next to “Dimensions”.
  • Check the box next to “First user source/medium”.
  • Check the box next to “Landing Page”.
  • Check the box next to “Event Name”.
  • Check the box next to “Item Name”.
  • Check the box next to “Device Category”.
  • Check the box next to “Browser”.
  • Check the box next to “Country”.
  • Click on “Import”.
  • Click on “+” next to “METRICS”.
  • Select the following metrics and then click on “Import”.
    • Views
    • Total users
    • Sessions
    • Engaged sessions
    • Engagement rate
    • Event count
    • Conversions
    • Total revenue
    • User conversion rate
    • Session conversion rate
    • Event revenue
    • Items views
    • Items quantity
    • Add-to-carts
    • E-commerce purchases
    • Item revenue

  • Add “First user medium” to the row section by double-clicking on it.
  • Now we add the metrics to this report by double clicking on:
    • Views
    • Total users
    • Sessions
    • Engaged sessions
    • Engagement rate
    • Event count
    • Conversions
    • Total revenue
      
  • Choose “Heat Map” as the “Cell Type”.
  • Rename the report tab to Overview.

2. How to create the “Landing Pages” report:

  1. Click on the triangle next to your newly created “Overview” report.
  2. Click “Duplicate”.
  3. Rename the tab to “Landing Pages”.
  4. Remove “First user source/medium” from the report.
  5. Double-click on “Landing Pages” and add them to the report instead.

3. How to create the “Devices” report:

  1. Click on the triangle next to your newly created “Landing Pages” report.
  2. Click “Duplicate”.
  3. Rename the tab to “Devices”.
  4. Remove “Landing Pages” from the report.
  5. Double-click on “Device Category” and add them to the report instead.

4. How to create the “Browser” report:

  1. Click on the triangle next to your newly created “Devices” report.
  2. Click “Duplicate”.
  3. Rename the tab to “Browser”.
  4. Remove “Device Category” from the report.
  5. Double-click on “Browser” and add them to the report instead.

5. How to create the “Country” report:

  1. Click on the triangle next to your newly created “Browser” report.
  2. Click “Duplicate”.
  3. Rename the tab to “Browser”.
  4. Remove “Browser” from the report.
  5. Double-click on “Country” and add them to the report instead.

6. How to create the “Conversions” report:

  1. Click on the “+” next to your newly created “Country” report.
  2. Click “Free form”.
  3. Name the tab “Conversions”.
  4. Double-click on “Organic Search” and add them to the report instead.
  5. Double-click on “Event name”.
  6. Double click on “Conversions”, Total users”, “User conversion rate”, “Session conversion rate”, “Event revenue”.
  7. Choose “Heat Map” as the “Cell Type”.

7. How to create the “E-commerce” report:

  1. Click on the “+” next to your newly created “Conversions” report.
  2. Click “Free form”.
  3. Name the tab “E-commerce”.
  4. Double-click on “Organic Search” and add them to the report instead.
  5. Double-click on “Item name”.
  6. Double click on “Item views”, “Item quantity”, “Add-to-carts”, “E-commerce purchases”, and “Item revenue”.
  7. Choose “Heat Map” as the “Cell Type”.

8. How to create the “User Flow” report:

  1. Click on the “+” next to your newly created “E-commerce” report.
  2. Choose “Path exploration”.
  3. Name the tab “User Flow”.
  4. Double-click on “Organic Search” and add them to the report instead.
  5. Double-click on the “Device Category” dimensions to add this to the report.
  6. Remove “Event Count”.
  7. Double-click on “Total users”.
  8. Click on the drop-down menu “Step+1”.
  9. Choose “Page title and screen name”.

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