GA4's interface is confusing to anyone who learned analytics on Universal Analytics. But once you know where to look, the data available is incredibly powerful for making informed SEO decisions. This lesson cuts straight to the reports that matter.
Report 1: Traffic Acquisition (Organic Channel)
Go to Reports > Acquisition > Traffic Acquisition. Set the comparison date range to the previous period. Look at "Organic Search" as a channel, sessions, engagement rate, conversions, and revenue (if applicable). This tells you the overall health of your organic traffic trend.
Report 2: Landing Pages
Go to Reports > Engagement > Landing Pages. Filter by "Session source = google / organic". This shows you which pages are receiving organic traffic, how engaged users are (engagement rate), and how many convert. Pages with high traffic but low engagement may have intent-mismatch problems, the page is ranking for a query but not satisfying the user.
Report 3: Custom Explorations
Building a keyword-to-conversion exploration in GA4
- 1Go to Explore in the left nav and click the "+" to create a new exploration
- 2Select "Blank" as your starting point
- 3Under Dimensions, add "Page path" and "Session source/medium"
- 4Under Metrics, add "Sessions", "Engagement rate", "Conversions"
- 5Filter the session source to "google / organic"
- 6Link this exploration to GSC data by going to GA4 Admin > Product Links > Search Console to enable the connection
Link GA4 and GSC
Linking GA4 with Google Search Console unlocks the "Google organic search traffic" report in GA4 which shows search queries alongside conversion data, the most powerful combined view in any SEO analytics setup.
Complete How-To Guide: Setting Up GA4 for SEO Reporting on Your Wix Site
This guide walks you through configuring GA4 to provide the most actionable SEO data for your Wix site, from initial setup to custom explorations.
How to configure GA4 for comprehensive Wix SEO analysis
- 1Step 1: Verify GA4 is installed on your Wix site. Go to Wix Dashboard > Marketing & SEO > Marketing Integrations > Google Analytics and confirm your GA4 measurement ID (starting with G-) is connected.
- 2Step 2: Link GA4 with Google Search Console. In GA4, go to Admin > Product Links > Search Console Links > Link, select your Search Console property and confirm the connection.
- 3Step 3: Navigate to Reports > Acquisition > Traffic Acquisition. Click the pencil icon to customise the report. Ensure Sessions, Engagement Rate, Average Engagement Time and Conversions are included as metrics.
- 4Step 4: Create a saved filter for organic traffic. Click Add Filter, set Session Default Channel Group to "Organic Search" and save. This gives you a one-click view of all organic metrics.
- 5Step 5: Go to Reports > Engagement > Landing Page and apply the organic traffic filter. Sort by Sessions descending to see which Wix pages attract the most organic visitors.
- 6Step 6: Identify pages with high organic sessions but low engagement rate (below 40%). These pages rank well but fail to engage visitors, indicating content quality or intent mismatch issues.
- 7Step 7: Build a custom exploration for keyword-to-conversion analysis. Go to Explore > Create New > Blank. Add dimensions: Landing Page, Session Source/Medium. Add metrics: Sessions, Engagement Rate, Conversions, Total Revenue.
- 8Step 8: Filter the exploration to session source/medium containing "google / organic" to isolate SEO performance from all other traffic.
- 9Step 9: Enable the Search Console reports in GA4. Go to Admin > Property Settings > Product Links > Search Console and verify the link. Then go to Library in the Reports section and publish the Search Console collection.
- 10Step 10: Review the Google Organic Search Queries report (available after linking GSC). This shows which keywords drive traffic alongside on-site engagement and conversion data.
- 11Step 11: Set up key events (conversions) for your most important SEO goals. Go to Admin > Events, find your form submission, phone click or booking events, and mark them as key events by toggling the conversion switch.
- 12Step 12: Create a monthly export routine. On the first of each month, export Landing Page performance data for organic traffic to Google Sheets. This builds a historical archive that survives GA4 data retention limits.
Key Insight
The single most valuable GA4 report for SEO is the Landing Page report filtered to organic traffic. It tells you which pages earn organic visits, how engaged those visitors are, and whether they convert. Review it weekly.
