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Organic Traffic
Organic Traffic Overview
Organic Traffic Overview

A quick guide through the most critical features of the Organic Traffic

Updated over a week ago

Some of the features described in this article might be available only for Tracked Campaigns. Learn more.

Organic Traffic helps you understand your trends and analyze data to start a diagnosis for your clients.

Note: To access a campaign's organic traffic data sourced from its connected GSC and GA accounts, please enable organic traffic. To do this, go to Campaign Settings sidebar>>General Settings>>Enable Organic Traffic.

Different traffic segments

There are 4 tabs at the top center of the screen.


Entire organic traffic. This tab displays the data for both brand and non-brand organic traffic, sourced from the connected Google Analytics account.


Every keyword fulfilling the brand rule will be automatically labeled as a brand keyword. You can also manually edit the brand rule or further calibrate the brand and non-brand segmentation.


The only traffic that can be influenced by SEO efforts. We use the non-brand organic traffic segmentation process to isolate the non-brand organic traffic.


This lets you filter the organic traffic based on keyword attributes and save it as a Custom Segment to analyze it when you need to.

Export data

Enables you to export your traffic data. You will get a CSV file via email.


Customize the configuration settings of the Organic Traffic module.

  • Data sources: Lets you add or change your Google Analytics and Google Search Console accounts.

  • Displayed conversion type: Lets you change the displayed conversion type. Remember that the default type is picked up from your Analytics account.

  • Brand rule: Lets you edit the brand rule that was automatically set during the initial campaign setup and add new brand keywords.

  • Marked as brand: Lets you calibrate the non-brand organic traffic segmentation.

  • Advanced settings: Lets you specify the right URLs on which traffic should be registered (such as removing unnecessary parts of the URL or some URL parameters)


The granularity dropdown allows you to switch between "Daily," "Weekly," and "Monthly" data granularity.


The timeframe dropdown allows you to display data from a specific timeframe. Select a timeframe from the calendar, or choose a predefined one.

Comparison dropdown

A second timeframe dropdown allows you to compare traffic from one timeframe to that from another.

Traffic Overview data

See the metrics and data for the desired segment of organic traffic: "All," "Brand," "Non-brand," or "Custom."

Each card shows values and their trend compared to the previous timeframe. Remember that this data is updated according to the timeframe(s) selected.

  • Sessions

  • Conversions or Goals

  • Bounce rate

  • Conversion rate

  • Revenue

The Traffic metrics you see in the Overview sidebar reflect the conversion type selection in Traffic Configuration.

  • By selecting "Goals" as your traffic type, you'll see "Goals" and the total Goal Completions for the selected traffic segment and the selected timeframe.

  • By selecting "E-commerce", you'll see "Conversions" and the total Conversions for the selected traffic segment and the selected timeframe.

Note: The conversion type you select in the Configuration sidebar also decides the corresponding data pulled from your connected Analytics account. For instance, setting the campaign to E-commerce will pull the Conversions and Revenue data from GA4. So, if you have Revenue available on GA4 but can't see it on SEOmonitor, check your Configuration to see if the right conversion type is selected.

To change the traffic type, open the Configuration sidebar, and select an option for 'Displayed Conversion Type':

(not provided) segmentation

We use our (not provided) solution to distribute the traffic data back into keywords. We mark the traffic we could not distribute into the keywords as Unallocated.

It is the number of sessions and conversions from Google Analytics' landing pages that were not found in Google Search Console. This data cannot be pulled because of misconfigurations and "thin traffic." See more details in the Unallocated Traffic Explainer.


The graphic visualization of your data.

  • Traffic dropdown: Lets you choose the organic traffic metric you want to view.

  • Second dropdown: Lets you choose the organic traffic metric you want to compare the first one with. Pick between Visibility and Forecast metrics.

Note: The comparison between your actual traffic with your traffic objective is only available for the non-brand traffic segment when you have an objective set.

  • Export button: Lets you create a CSV file with the chart data.

  • Annotation: You can add notes to the chart.

Landing Pages tab

Switch tabs between "Keywords" and "Landing Pages". Analyze the keyword data from Search Console enriched with traffic data from Analytics and tracking status from Rank Tracker.

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