How to Check Organic Shopping in Google Analytics (2025)
Are you wondering how to track traffic from unpaid product listings or direct links in Google Analytics? In this guide, we’ll show you exactly how to find the "Organic Shopping" channel group in Google Analytics 4 (GA4) and why it matters for your business.
What is Organic Shopping?
Organic Shopping in GA4 refers to visitors reaching your site through free product listings on shopping platforms like Google Shopping, Amazon, eBay, and Etsy. Unlike paid ads, these clicks come at no cost, making it crucial to track their impact on your sales.
Step-by-Step Guide to Tracking Organic Shopping in GA4
Follow these simple steps to locate and analyze Organic Shopping traffic in Google Analytics 4.
1. Set Up Your GA4 Property Correctly
Before diving into your reports, make sure:
- Your GA4 property is properly installed on your website.
- URLs are tagged with UTM parameters, especially if you manually tag campaigns.
2. Find Organic Shopping Data in GA4 Reports
To locate Organic Shopping traffic:
- Go to Reports in GA4.
- Navigate to Acquisition > Traffic Acquisition.
- Look for Organic Shopping in the Default Channel Group column.
This category includes unpaid links from Google’s Shopping tab, Amazon, eBay, and other shopping-related organic traffic sources.
3. How GA4 Classifies Organic Shopping
GA4 automatically categorizes traffic based on its source and campaign parameters.
Google Sources
If your products appear in Google’s Shopping tab, Google Search, Google Images, or YouTube, clicks from these placements are classified as Organic Shopping.
Non-Google Sources
Traffic from platforms like Amazon, eBay, or Shopify may also be classified as Organic Shopping, provided it originates from unpaid links. GA4 determines this based on:
- The utm_source parameter (e.g.,
utm_source=amazon). - The utm_campaign parameter (e.g.,
utm_campaign=spring_shopping_promo).
4. Verify Your UTM Parameters for Accuracy
If you manually tag links from external sources, ensure you use:
- utm_source (e.g.,
utm_source=ebay). - utm_campaign (e.g.,
utm_campaign=holiday_sale).
This ensures GA4 correctly groups the sessions under Organic Shopping.
5. Analyze Your Organic Shopping Performance
Once you've identified Organic Shopping traffic in your reports, analyze key metrics such as:
- Session Volume – Total visits from Organic Shopping.
- Engagement Rate – How actively users interact with your site.
- Conversions – Sales or sign-ups attributed to this traffic.
Understanding Free Listings in Organic Shopping
What Are Free Listings?
Free listings allow your products to appear organically on shopping platforms without paying for clicks. To qualify, submit your product data through a merchant center (e.g., Google Merchant Center).
Do I Need Google Merchant Center?
Yes, for Google’s free Shopping listings, you must upload your product details via Google Merchant Center.
Frequently Asked Questions
Do I Have to Pay for Organic Shopping Listings?
No. Organic Shopping refers to non-paid placements, meaning visitors arrive through free listings.
What’s the Difference Between Organic Shopping and Organic Search?
- Organic Shopping: Free listings on shopping platforms.
- Organic Search: Unpaid results in search engines like Google or Bing that aren’t tied to shopping feeds.
Can Amazon Traffic Be Classified as Organic Shopping?
Yes, if the click originates from an unpaid product listing or referral link and meets GA4’s classification criteria.
How Do I Track Organic Shopping Accurately?
Use UTM parameters (e.g., utm_source=shopify) to help GA4 categorize traffic correctly.
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