For enterprise SEOs, accurate reporting is everything—especially when it comes to measuring organic traffic. But if you rely on GA4’s default channel groupings, you might be missing a critical piece of the puzzle: Organic Shopping traffic.

By default, GA4 treats Organic Shopping as a separate channel from Organic Search, meaning your organic traffic numbers could be underreported. 

This leads to incomplete data, misleading performance insights, and reporting gaps—making it harder to demonstrate the true impact of your organic strategy.

In this post, we’ll walk you through how to modify GA4’s Custom Channel Groupings so that Organic Shopping is counted as part of the Organic Search channel. You’ll also learn how to integrate these updates into seoClarity for a more accurate view of your total organic traffic.

Table of Contents:

Why Tracking Organic Shopping Data as Organic Search Traffic Matters

For many ecommerce businesses, Google Shopping is an essential part of their organic strategy. If Organic Shopping traffic is excluded from Organic Search, it can create misleading data—showing lower organic traffic than reality. 

To ensure comprehensive reporting:

  • Include Organic Shopping in Organic Search for a unified view
  • Enable integration with seoClarity to track total organic performance
  • Prevent double counting of traffic sources

How to Add Organic Shopping Traffic into Organic Search in GA4

Add organic shopping traffic into your organic search data in GA4 by following these 5 steps.

Step 1: Access Custom Channel Groups in GA4

  1. Log into Google Analytics 4.
  2. Navigate to Admin (bottom-left corner).
  3. Under the Data Settings section, select Channel Groups.

Step 2: Create a New Custom Channel Group

  1. Click Create New Channel Group.
  2. Give it a unique name, such as "Custom Organic Traffic".

Step 3: Modify Organic Search to Include Organic Shopping

  1. Click on Organic Search in the table.
  2. Add a new condition that includes Organic Shopping.
    • Bonus: While you're at it, you can also add Organic Social and Organic Video to the Organic Search grouping if they contribute to your overall organic strategy.

Step 4: Remove Organic Shopping as a Separate Channel

To avoid double counting, remove Organic Shopping as a separate channel from your default GA4 setup.

Step 5: Integrate GA4 with seoClarity

Once this setup is complete, integrate GA4 in seoClarity. Within seoClarity, select the custom channel grouping you just created.

This ensures your reporting reflects total organic traffic, including both Organic Search and Organic Shopping.

Final Thoughts

By leveraging Custom Channel Groupings in GA4, you can ensure that Organic Shopping traffic is counted within Organic Search—giving you a true representation of your total organic performance.

This approach not only improves SEO reporting accuracy but also ensures you are measuring all relevant organic traffic sources in seoClarity.

Next Steps

🔹 Double-check with your Analytics admin before making changes.
🔹 Test your new Custom Channel Group to confirm data accuracy.
🔹 Monitor and adjust your setup over time as GA4 continues to evolve.

By taking these steps, you’ll gain more accurate insights into organic performance and ensure Google Shopping traffic isn’t left out of your SEO reporting.