Most marketers rely on tools like Google Analytics to measure performance. But what if your analytics platform is underrating the real MVP of your digital strategy: Google Search?
According to a recent study by NP Digital, many businesses are significantly underestimating the number of conversions coming from Google. In fact, in many cases, it’s driving twice as many conversions as reported.
The Experiment: Asking Customers Directly
NP Digital asked 33 businesses to run a simple post-checkout survey, posing this one question:
“How did you first hear about us?”
The results were eye-opening.
While Google Analytics and similar tools track last-click attribution (giving credit to the final source a customer used before converting), this survey revealed that Google Organic Search was mentioned far more often than analytics tools reported.
To visualize this gap, NP Digital compiled the survey and analytics data into a comparative chart; and the differences were striking.
Why the Discrepancy?
The main culprit? Last-click attribution.
Many analytics platforms attribute conversions to the last channel a user interacted with before converting. So if a customer found your business via a blog on Google, read about you, and came back a week later by typing your URL directly or clicking on a paid ad; that conversion goes to Direct or Paid, not Organic Search.
But that initial discovery ;the blog post, comparison article, or how-to guide ;is what really sparked the journey. SEO laid the foundation.
Why This Matters for Your Business
If you’re relying solely on analytics to guide your marketing investments, you might be underinvesting in SEO; one of your most powerful acquisition tools.
Here’s what SEO actually drives:
- Discovery: New customers who’ve never heard of you
- Trust: Content that answers questions and builds authority
- Long-term growth: Evergreen traffic that compounds over time
Analytics alone won’t show you the full picture. But your customers will, if you ask the right questions.
The Bigger Picture: SEO Isn’t Just Traffic. It’s Trust.
Search has evolved. Today, it’s not just about ranking for keywords, it’s about building a digital presence that guides, educates, and earns trust.
If you’ve been holding back on SEO because “it doesn’t convert,” it might be time to rethink the metrics you’re using. The real impact often lives outside of your current attribution model.
Ready to Unlock the Full Power of Search?
We specialize in helping businesses grow by showing up where it matters most, on Google. From blog strategies and SEO audits to content that converts, we can help you build a long-term foundation for online success.
Click here to schedule a call and let’s talk about how to maximize your visibility, and your conversions