GA4 for SEO: 5 Reports for Organic Traffic and Lead Generation

In this quick guide, Andy Crestodina guides you through the best GA4 reports for SEO, from top-line traffic to bottom-line conversions.

Andy and his team at Orbit Media Studios do SEO, website optimization and GA4 work for hundreds of B2B companies. These are five of the reports they use every day. These are GA4 and search optimization best practices for measuring SEO performance.

1. How to track changes to topline search traffic over time
2. How to track changes to search traffic at the page level
3. How to check the conversion rate for visitors from search engines
4. How to track the lead generation conversion rate for organic traffic
5. How to check the conversion rates for organic visitors for each landing page ← some of the best insights are in this report

Notice how these reports are listed in order from the top to the bottom of the funnel (and from the least to most actionable).

In the end, SEO isn’t about rankings. It’s also not just about traffic. That’s why we go into the conversion rate metrics for actual lead generation.

We’ll do it all using the basic Google Analytics reports, filters and standard metrics. No need for customization, BigQuery, Looker Studio or fancy GA4 explorations.

As a bonus, at the end Andy shows how to have GA4 email you if there is a drop in organic traffic. It’s a “custom insight” with email notifications turned on.

If you’d like to jump into a specific report, use these links.

0:00 Introduction
1:06 Track changes to overall search traffic
1:50 Track changes to traffic to specific URLs
3:01 Check conversion rates for visitors from SEO
5:30 Create a filter to exclude information intent visitors
6:37 Check the conversion rates of visitors from search per landing page
9:24 Create a Custom Insights with an email notification so GA4 emails you if traffic drops.

That’s it! Now you know how to use Google Analytics for better SEO.

#ga4 #seo

[nrahmasaf]

you know what, you are my savior. I've been struggling to get an advanced report for my SEO campaign. Thank you so much

[stevenreid_youtube]

Your practical tips make it clear that SEO is about more than just rankings—it's about understanding traffic, conversions, and ultimately, impact. The step-by-step guide turned out really helpful Looking forward to implementing these strategies in our own analytics approach!

[decado]

Mate this is golden information, thanks for creating these.

[andro]

Thanks for the insights Andy. Very helpful tips! What made me impression is your (ecommerce-web-design) page with 1%+ conversion rate. This actually proves that a page doesn't have to be full of animations, interactive elements and sliders to convert. Less is more when structured the right way.

[digitalsuccess]

Very informative video. I have a question . We have an event named "contact_us'" (marked as key event). This is triggered when a user fills our lead form and reaches the thankyou page. Should I track "user key event rate" or "session key event rate"

[jalajilgerinhod]

This is Super informative and actionable, thanks Andy

[muhammedemraan]

Good video. Do you have another video how to set conversion in GA4 for different web pages? Our conversion is book a demo on every page. like sales software, acc software and so on

[andia.]

Thanks. Where is the link to the detailed article?

[TrondHus]

Great video. How ever. Conversions is not part of GA4 anymore. It has been replaced by Events. And I bet you are either working on an update or a new video where you explain how to create the similar conversion using the event.

[mohamedalshaer]

I have a quick simple question, I cat find my website when I search Google even if I put the full website domain still it doesn't show, and 100 of videos are saying how to fix that by crawling and indexing which I tried to fix and still not working, any advise??

[reptiloidx]

Please make a video about ecommerce seo ?!

[FrankSpade]

Your nervous mouse movements are irritating!