How to Quantify Organic Search Traffic’s Value in GA4

💡 Here is how you can calculate and use the user key event rate for organic search traffic in GA4 to quantify organic traffic's value and determine the most effective channels for conversions. 👇

You can calculate the User key event rate in GA4 via the 'User key event rate' metric:

User key event rate in GA4 = Users with key events / total users.

Users with key events are the users who triggered one or more key events.

To find users with one or more key events, follow the steps below:

Step-1: Create a new blank exploration report in your GA4 property.

Step-2: Import the following dimensions to the report: 'First user default channel group' and 'Is key event'.

Step-3: Import the following metric to the report: 'Total users'.

Step-4: Add the dimension ‘First user default channel group’ and the metric ‘Total users’ to the report, one by one.

Step-5: Apply the following dimension filter to the report to filter out users with key events: 'Is key event' exactly matches 'true'

You should now see a report like the one below, which shows the users with one or more key events.

Pay attention to the users with key events (1,056) from the ‘Organic Search’ channel.

Let's compare the users with key events for the organic search channel to the total users for the organic search channel.

From the screenshot above, we can conclude that the users with key events for 'organic search' = 1,056

The total users for 'organic search' = 170,889

So, the User key event rate for ‘Organic Search’ = 1,056 / 170,889 = 0.62% which matches with the value of the 'User key event rate' metric.

Comparing user key event rates across different marketing channels provides context and reveals relative performance.

It helps identify which channels are most successful at driving valuable user actions.