Organic Search

What is Organic Search?

Organic Search is website traffic that arrives from unpaid search engine results. When a user clicks a non-ad result on Google, Bing, DuckDuckGo, or another engine and lands on your site, analytics tools classify that visit as “organic” based on the incoming Referrer and detected Source.

How does Organic Search work?

Analytics platforms (GA4 alternatives like Matomo, Plausible, Simple Analytics included) maintain rules that map known search-engine domains to the organic channel. If the visit comes from a recognized search engine and isn’t tagged as a paid Campaign, it’s grouped under Organic Search.
Notes:

  • UTMs: Organic clicks rarely carry UTM tags. If UTMs are present (e.g., utm_medium=organic), some tools may honor them; others prioritize the referrer.
  • Re-attribution: Conversions from organic traffic are often credited by your chosen Attribution model, which may shift credit across touchpoints.

Measurement & KPIs

Organic performance is typically evaluated with:

Analysis tips

  • Segment by landing page to see which content attracts qualified organic visitors.
  • Compare brand vs. non-brand intent (using search-console or content proxies if keyword data is limited).
  • Track organic-assisted conversions with multi-touch Attribution to capture its upper-funnel impact.
  • Use consistent Tag Management so organic sessions are recorded accurately and appear in Real-Time Data when needed.

Common pitfalls

  • Misclassification: If a search engine isn’t in your tool’s domain list, visits may fall into Referral. Keep that list updated.
  • UTM overrides: Incorrect UTMs can force organic clicks into campaign buckets—auditing utm_medium is essential.
  • Referrer stripping: Apps, privacy settings, and some browsers can hide referrers, reducing organic counts and shifting traffic into other channels.