Organic Traffic in GA4 vs. Organic Traffic in Universal AnalyticsUniversal Analytics (UA) was the previous version of Google Analytics. How to Find Organic Traffic in Google Analytics 4To find organic search traffic metrics in Google Analytics 4, go to the main dashboard and click on “Reports” in the left-hand menu. Measure Organic Traffic Changes Over TimeIn GA4, you can compare organic traffic data from different periods. Measure How Organic Traffic Impacts ConversionsAs any marketer will tell you, measuring the impact of organic traffic on conversions is essential to proving the value of your marketing efforts. Take the Next Step in Your SEO EffortsMeasuring organic traffic in Google Analytics is an important step.