Why your organic revenue is probably half what it should be: Addingwell blog feature

We talk a lot about tracking and attribution, because it is one of the biggest headaches we have working with Shopify brands. The reason is simple. GA4 is the only place you can get any kind of view of organic revenue, and most of the time the data quality in it is terrible.

The practical upside is that organic often looks like it is performing poorly when it isn't, and stores end up questioning their SEO activity when the thing that actually needs looking at is the tracking underneath it. This comes up often enough that I wrote it up properly for Addingwell.

The piece covers the benchmark you should actually expect for a mature store doing £5m or more, why pulling figures straight from Meta or Google Ads makes things worse rather than better, the Shopify-specific points where the source data breaks, and a rough calculation you can run on your own numbers before changing anything.

The fix, in most cases, is moving tracking off the browser and onto the server. We often recommend Addingwell for this, and many thanks to their team for the opportunity to talk about this in more detail.

The full article is on the Addingwell site here: https://www.addingwell.com/ressources/server-side-tracking-organic-revenue-shopify-sam-wright-blink-seo