Organic Search Traffic Analysis in GA4 – Complete Guide

In order to conduct organic search traffic analysis in GA4, we are going to create a new exploration report from scratch.

This new report would have nine tabs. 

Each tab would display one sub-report, which measures the performance of organic search traffic to the website. 

Following are the nine sub-reports we would create in our exploration report:

#1 Overview – This report provides an overview of each organic search traffic source:

overview

#2 Landing Pages – Use this report to measure the performance of landing pages for organic search traffic:

landing pages

#3 Devices – Use this report to measure the performance of different devices (desktop, mobile, smart TV, tablet) which sent organic search traffic to your website:

devices

#4 Browsers – Use this report to measure the performance of different web browsers which sent organic search traffic to your website:

browsers

#5 Countries – Use this report to determine from where the organic search traffic is coming to your website:

countries 1

#6 Conversions – Use this report to determine all the conversions generated by organic search traffic on your website:

conversions

#7 ECommerce – Use this report to measure the ecommerce performance of organic search traffic to your website:

ecommerce

#8 User Flow – Use this report to determine how the organic search traffic is using your website:

user flow

#9 Funnel – Use this report to determine how organic search traffic is converting on your website:

funnel

#1 Creating the ‘Overview’ report

Follow the steps below:

Step-1: Make sure that your GA4 property has collected at least 30 days of historical data before you move forward. Otherwise, your data analysis would not be statistically significant.

Step-2: Login to your GA4 property and then click on the ‘Explore’ link:

overview explore menu

Step-3: Click on the ‘Blank’ exploration report template:

overview blank

Step-4: Name your report ‘Organic Search Traffic Analysis’:

overview name report

Step-5: Set the date range to the last 30 days:

overview set date range

Step-6: Click on the + button next to SEGMENTS:

overview segments

Step-7: Click on the ‘User Segment’ button:

overview user segment

Step-8: Name the new segment ‘Organic Search’:

overview organic search

Step-9: Click on the drop-down menu:

overview drop down

You should now see a screen like the one below:

overview search items

Step-10: Search for ‘First user medium’:

overview search for

Step-11: Click on the ‘First user medium’ in the search result:

overview search result

Step-12: Click on the ‘ADD FILTER’ button:

overview filter

Step-13: Click on the text box below the ‘Condition’ box:

overview condition

Step-14: Click on ‘Organic’ from the drop-down menu:

overview organic

Step-15: Click on the ‘Apply’ button:

overview apply

Step-16: Click on the ‘SAVE AND APPLY’ button at the top right hand side:

overview save

Step-17: Click on the + button next to ‘DIMENSIONS‘:

overview dimensions

Step-18: Search for the ‘First  user source/medium’ dimension and then click on the checkbox next to it:

overview traffic source

Step-19: Search for the ‘Landing Page’ dimension and then click on the checkbox next to it:

overview page screen

Step-20: Search for the ‘Event Name’ dimension and then click on the checkbox next to it:

overview add dimension 1

Step-21: Search for the ‘Item Name’ dimension and then click on the checkbox next to it:

overview item name

Step-22: Search for the ‘Device Category’ dimension and then click on the checkbox next to it:

overview device

Step-23: Search for the ‘Browser’ dimension and then click on the checkbox next to it:

overview browser

Step-24: Search for the ‘Country’ dimension and then click on the checkbox next to it:

overview country

Step-25: Click on the ‘Import’ button to import all the selected dimensions to the report:

overview import

You should now see all the imported dimensions listed under the DIMENSIONS section:

overview imported dimensions

Step-26: Click on the + button next to METRICS:

overview metrics

Step-27: Search and select the following metrics one by one in the exact order as mentioned below and then click on the ‘Import‘ button:

  1. Views
  2. Total users
  3. Sessions
  4. Engaged sessions
  5. Engagement rate
  6. Event Count
  7. Conversions
  8. Total revenue
  9. User conversion rate
  10. Session conversion rate
  11. Event revenue
  12. Item views
  13. Item quantity
  14. Add-to-carts
  15. Ecommerce purchases
  16. Item revenue
overview metrics selected

You should now see all the imported metrics listed under the METRICS section:

overview view imported metrics

Step-28: Double click on the dimension ‘First user source/medium’ so that it is automatically added to the Rows section:

overview add dimension

Note: When you double-click on the ‘First user source/medium’ dimension, you won’t see any change to the canvas on the right. But the dimension has been added to the canvas. Only when you start adding metrics to the canvas will you start seeing the dimension(s) added to the canvas.

Step-29: Double click on the following metrics one by one, starting from the very top, so that they are automatically added to the blank canvas on the right:

  1. Views
  2. Total users
  3. Sessions
  4. Engaged sessions
  5. Engagement rate
  6. Event Count
  7. Conversions
  8. Total revenue
overview double click metrics

You should now be able to see the dimensions and metrics added to the report canvas on the right:

overview view added dimensions and metrics

Step-30: Scroll down and then click on the drop-down menu next to ‘Cell Type’:

overview cell type

Step-31: Click on ‘Heat Map’ from the drop-down menu:

overview heat map menu

Your report should now look like the one below:

overview view report

Step-32: Double click on ‘Free form 1’:

overview free form 1

Step-33: Rename the tab to ‘Overview’:

overview rename tab

#2 Creating the ‘Landing Pages’ report

Follow the steps below:

Step-1: Click on the arrow button next to ‘Overview’:

landing pages overview

Step-2: Click on ‘Duplicate’ from the drop-down menu:

landing pages duplicate

Step-3: Name the new tab ‘Landing Pages’:

landing pages rename tab

Step-4: Click on the cross button next to the dimension ‘First user source/medium’ in order to remove it from the report:

landing pages remove dimension

Step-5: Double click on the dimension ‘Landing Pages’ so that it is automatically added to the canvas on the right:

landing pages add dimension

You should now be able to see the ‘Landing Pages’ report on the canvas:

landing pages view report

#3 Creating the ‘Devices’ report

Follow the steps below:

Step-1: Click on the arrow button next to ‘Landing Pages’:

devices landing pages

Step-2: Click on ‘Duplicate’ from the drop-down menu:

devices duplicate

Step-3: Name the new tab ‘Devices’:

devices rename tab

Step-4: Click on the cross button next to the dimension ‘Landing Page’ in order to remove it from the report:

devices remove dimension

Step-5: Double click on the dimension ‘Device Category’ so that it is automatically added to the canvas on the right:

devices add dimension

You should now be able to see the ‘Devices’ report on the canvas:

devices view report

#4 Creating the ‘Browsers’ report

Follow the steps below:

Step-1: Click on the arrow button next to ‘Devices’:

browsers devices

Step-2: Click on ‘Duplicate’ from the drop-down menu:

browsers duplicate

Step-3: Name the new tab ‘Browsers’:

browsers rename tab

Step-4: Click on the cross button next to the dimension ‘Device Category’ in order to remove it from the report:

browsers remove dimension

Step-5: Double click on the dimension ‘Browser’ so that it is automatically added to the canvas on the right:

browsers add dimension

You should now be able to see the ‘Browsers’ report on the canvas:

browsers view report

#5 Creating the ‘Countries’ report

Follow the steps below:

Step-1: Click on the arrow button next to ‘Browsers’:

countries browsers

Step-2: Click on ‘Duplicate’ from the drop-down menu:

countries duplicate

Step-3: Name the new tab ‘Countries’:

countries rename tab

Step-4: Click on the cross button next to the dimension ‘Browser’ in order to remove it from the report:

countries remove dimension

Step-5: Double click on the dimension ‘Country’ so that it is automatically added to the canvas on the right:

countries add dimension

You should now be able to see the ‘Countries’ report on the canvas:

countries view report

#6 Creating the ‘Conversions’ report

Follow the steps below:

Step-1: Click on the + button next to the ‘Countries’ tab:

conversions countries

Step-2: Click on ‘Free form’:

conversions free form

Step-3: Name the new tab ‘Conversions’:

conversions rename tab

Step-4: Double click on the ‘Organic Search’ segment to add it to the canvas on the right:

conversions add segment

Note: You won’t see the ‘Organic Search’ segment applied to the canvas until you start adding metrics. However, you should see the ‘Organic Search’ segment listed under ‘SEGMENT COMPARISONS’:

conversions segment comparisons

Step-5: Double click on the ‘Event name’ dimension to add it to the canvas on the right:

conversions add dimension

Step-6: Double click on the following metrics one by one in the exact order as mentioned below to add them to the canvas on the right:

  1. Conversions
  2. Total users
  3. User conversion rate
  4. Session conversion rate
  5. Event revenue
conversions add metrics

Step-7: Scroll down and select cell type to ‘Heat map’:

conversions heat map

You should now be able to see the complete ‘Conversions’ report on the canvas:

conversions view report

#7 Creating the ‘Ecommerce’ report

Follow the steps below:

Step-1: Click on the + button next to the ‘Conversions’ tab:

ecommerce conversions

Step-2: Click on ‘Free form’:

ecommerce free form

Step-3: Name the new tab ‘Ecommerce’:

ecommerce rename tab

Step-4: Double click on the ‘Organic Search’ segment to add it to the canvas:

ecommerce add segments

Step-5: Double click on the ‘Item name’ dimension to add it to the canvas on the right:

ecommerce add dimension

Step-6: Double click on the following metrics one by one in the exact order as mentioned below to add them to the canvas on the right:

  1. Item views
  2. Item quantity
  3. Add-to-carts
  4. Ecommerce purchases
  5. Item revenue
ecommerce add metrics

Step-7: Scroll down and select cell type to ‘Heat map’:

ecommerce heat map

You should now be able to see the complete ‘Ecommerce’ report on the canvas:

ecommerce view report

#8 Creating the ‘User Flow’ report

Follow the steps below:

Step-1: Click on the + button next to the ‘Ecommerce’ tab:

user flow ecommerce

Step-2: Click on the ‘Path Exploration’:

user flow path

Step-3: Name the report ‘User Flow’:

user flow rename tab

Step-4: Double click on the ‘Organic Search’ segment to apply it to the report:

user flow add segment

Step-5: Double click on the ‘Device Category’ dimension to apply it as a breakdown dimension to the report:

user flow add dimension

Step-6: Click on the cross button next to ‘Event Count’ to remove this metric from the report:

user flow remove metric

You should now see a screen like the one below:

user flow view screen

Step-7: Double click on the ‘Total users’ metric to apply it to your report:

user flow add metric

Step-8: Click on the drop-down menu under ‘STEP +1’:

user flow drop down

Step-9: Click on ‘Page title and screen name’:

user flow page title screen name

You should now see a screen like the one below:

user flow view screen step1

Step-10: Hover your mouse over a blue bar next to a page title (say ‘Google Online Store’) to see the breakdown by device category:

user flow hover breakdown

From the screenshot above, we can conclude the following:

  1. The Google online store page was visited by 5.2k users in the last 30 days.
  2. The majority of users came from desktop (3.3k), followed by mobile (1.9k) and tablet (59) devices.

Step-11: Click on the blue bar next to the page title to see how the users navigated from that page. Let’s click on the blue bar next to ‘Home’.

user flow home

Once you click on the blue bar, you should see another step added to the report, which shows the progression from the ‘Home’ page:

user flow step added

Step-12: Click on the blue bar next to the page title to see how the users navigated from that page. Let’s click on the blue bar next to the page ‘Men’s/Unisex|Appar..’:

user flow view mens apparel

Once you click on the blue bar, you should see another step added to the report, which shows the progression from the page ‘Men’s/Unisex|Appar..

user flow another step added

That’s how you can determine how the organic search traffic is using your website

#8 Creating the ‘Funnel’ report

Follow the steps below:

Step-1: Click on the + button next to the ‘User Flow’ tab:

funnel user flow

Step-2: Click on the ‘Path Exploration’:

funnel path

Step-3: Name the report ‘Funnel’:

funnel rename report

Step-4: Click on the ‘Start Over’ button located at the top right-hand side of the report:

funnel start over

Step-5: Click on ‘Drop or Select node’ under ‘ENDING POINT’:

funnel drop select node

Step-6: Select ‘Event Name’ as the Ending Point:

funnel select ending point

Step-7: Search and select a conversion event like ‘Purchase’:

funnel search conversion event
funnel search conversion event enter keyword
funnel search conversion event select keyword

You should now see a screen like the one below:

funnel view report

Step-8: Select ‘Page title and screen name’ from the drop-down menu under Step-1.

funnel select dropdown step1
funnel select step1

Step-9: Click on the blue bar under Step-1 to generate step-2:

funnel generate step2

Step-10: Click on the blue bar under Step-2 to generate step-3 and so on:

funnel generate step3

Your screen may eventually look like the one below:

funnel end screen

Step-11: Double click on the ‘Organic Search’ segment to apply it to the report:

funnel add segment

Step-12: Double click on the ‘Device Category’ dimension to apply it as a breakdown dimension to the report:

funnel apply breakdown dimension

Step-13: Click on the cross button next to ‘Event Count’ to remove this metric from the report:

funnel remove metric

You should now see a screen like the one below:

funnel view screen 1

Step-14: Double click on the ‘Total users’ metric to apply it to your report:

funnel apply metric

That’s how you can determine how the organic search traffic is converting on your website for a particular conversion.