How to Tell Which Search Engines Your Visitors Used

Wondering which search engine to put your paid search dollars towards? This step-by-step guide for both Google Analytics and GA4 will help you reveal which search engine visitors are using to get to your website, which will help identify opportunities for your organic and paid search strategy.

Step By Step Guide

Instructions for Universal Google Analytics:

  1. Login to Google Analytics

Step 1: Universale Google Analytics 4B Marketing Filtered View

  1. Once logged in, select Acquisition from the left sidebar.

Step 2: Universale Google Analytics Acquisition Report

  1. In the expanded menu, select All Traffic.

Step 3: Universale Google Analytics Acquisition Traffic Report

  1. Under the expanded All Traffic menu, select Channels

Step 4: Universale Google Analytics Acquisition Traffic Channels Report

  1. Now, you’ll see some new data in the right pane of your screen, showing you your site’s traffic channels. Click on the channel labeled Organic Search.

Step 5: Universale Google Analytics Acquisition Traffic Channels Organic Search Report

  1. On the resulting screen, click Source near the top of the page.

Step 6: Universale Google Analytics Acquisition Traffic Channels Organic Search Source Report

  1. Finally, the search engines that people used to find your site will show in the right pane. If you look just to the right of the search engine name, you’ll see how many visits you received from that search engine, along with the percentage of your search engine traffic that each source represents.

Step 7: Universale Google Analytics Acquisition Traffic Channels Organic Search Source Search Engine Traffic Report

Instructions for GA4:

  1. Login to Google Analytics

Step 1: GA4 4B Marketing View

  1. Once logged in, select Reports from the left sidebar.

Step 2: GA4 Reports

  1. In the expanded menu, under Life Cycle select Acquistion.

Step 3: GA4 Life Cycle Acquisition Report

  1. Under the expanded Acquisition menu, select Traffic Acquisition

Step 4: Life Cycle Acquisition Traffic Acquisition Report

  1. Now, you’ll see some new data in the right pane of your screen, showing you your site’s traffic channels. Click on the Add Comparison at the top next All Users under Traffic acquisition: Session default channel grouping.

Step 5: GA4 Traffic acquisition: Sessions default channel grouping add comparison

  1. On the resulting screen Build comparison, click Select Dimension under Session Acquisition select Sessions default channel grouping

Step 6: GA4-Build Comparison Sessions: Select Dimension - default channel grouping

  1. Next under Dimension values click and then check the box for Organic Search. Hit ok and click the Apply Button.

Step 7: GA4 Build Comparison Sessions default channel grouping dimension values organic search

  1. Under the Graph next to Sessions default channel grouping, click the + (plus sign)

Step 8: GA4 Traffic acquisition organic search plus sign

  1. Select Session acquisition and then Session Source

Step 9: From + Sign select session acquisition and then session source

  1. Finally, the search engines that people used to find your site will show in the right pane. If you look just to the right of the search engine name, you’ll see how many visits you received from that search engine. To get the percentage for each source you will have to do the math. Use this online percentage calculator.

Step 10: GA4 Traffic Percentage from Organic Sources