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Understanding SEO Traffic Source Attribution

Learn how SEO traffic source attribution works, what tools we use to track organic search performance, and how we connect your SEO efforts to real-world results like website visits, form submissions, and phone calls. 

What Is SEO Traffic Source Attribution?

SEO traffic source attribution is the process of identifying and tracking where your website visitors come from when they find you through organic search.

✨It answers the question:

“Which keywords or SEO efforts are bringing visitors to my site?”


This information helps us understand how effective your SEO strategy is in driving potential renters or customers to your property’s website.

 


How Do We Track and Attribute SEO Traffic?

We track and attribute SEO traffic through analytics tools, UTM parameters, and Dynamic Number Insertion (DNI). Learn more about each below. 👇

🛠️ Analytics Tools

GA4 Tracking through GTM
  • GA4 automatically tracks organic traffic and attributes it to search engines.
  • In MultiHub, the GA4 Performance Overview provides a breakdown of traffic channels. It reports Organic Search traffic under the Traffic Acquisition section.
  • We review sessions, users, new users, engaged sessions, engagement rate, and conversions to assess SEO impact.

Key Event Tracking 
  • MultiHub’s GA4 Engagement Report breaks down event names, including phone call clicks, thank you form submissions, and other key events like button clicks to better measure goals.

GSC for Keyword Attribution
  • GSC allows users to access top-ranking organic keyword performance with data on clicks, impressions, CTR, and position.

 

UTM Parameters

  • For any organic traffic-related campaigns, such as GBP, we use UTM tracking codes. This helps us track specific efforts in GA without mixing them with general organic traffic.
  • The MultiHub dashboard’s session campaign dropdown allows users to filter sessions based on UTM tracking campaigns.



DNI

  • At Repli, we utilize Dynamic Number Insertion (DNI) tools like CallRail to assign unique phone numbers to website visitors based on their traffic source — including organic search. When a visitor calls, CallRail records which SEO keyword or channel led them to your site before the call.
  • This allows us to attribute phone call leads back to SEO efforts, providing a fuller picture of how SEO drives conversions, not just website visits. CallRail also records call details to help your team follow up efficiently.
  • Currently, CallRail reports are not integrated into MultiHub but are being tracked as phone call conversions.

Example of a CallRail Report

CallRail Report

 

Example of Phone Call Conversion Tracking in MultiHub

Phone Call Conversion Tracking in MultiHub