Half the traffic, nearly twice the orders
E-commerce brand · 34 months · site, SEO and social media
Thirty-four months of commerce data and sixteen of search data. Social brought large but volatile traffic, while organic search turned fewer sessions into more orders — 984 orders, a third of attributed revenue and 97,900 Google clicks came from search. And it ranked on generic category queries rather than on the brand name: five of the top ten queries carry no brand term. Against that, conversion rate, customer return rate and the share of pages indexed all stayed weak; all three are stated below.
Brand name, domain, client name and sensitive values are masked because no permission was given; the meaning of the data is unchanged.
- Organic search clicks
- 97,900
- Search Console · 16 months
- Orders from organic search
- 984
- Shopify · 34 months
- Share of revenue from search
- 33%
- Shopify · social 16%
- Orders per session vs social
- 4.1×
- Shopify · 34 months
Search brought 1.9× the orders on less than half the traffic
Dec 2023 – Sep 2026, 34 months. Each panel has its own scale. Orders per thousand sessions are 4.1× higher for search than for social.
- Social media
- Organic search
Sessions
- Social625,059
- Search288,484
Orders
- Social521
- Search984
Orders per 1,000 sessions
- Social0.83
- Search3.41
Source: Shopify Analytics, channel attribution · pulled 20 Sep 2026. The direct/unknown channel is left out: its sessions include bot traffic and its orders include unattributed sales, so the two sides do not measure the same thing.
Social spiked; search held steady
Monthly sessions by channel. Social traffic jumps in campaign months and falls back; search carries a steady volume every month. Hover or use the arrow keys.
- Organic search
- Social media
Show the data as a table
| Month | Organic search | Social media |
|---|---|---|
| Dec 2023 | 33 | 577 |
| Jan 2024 | 81 | 950 |
| Feb 2024 | 127 | 2,050 |
| Mar 2024 | 239 | 6,405 |
| Apr 2024 | 2,213 | 18,044 |
| May 2024 | 4,031 | 15,490 |
| Jun 2024 | 10,289 | 47,227 |
| Jul 2024 | 6,619 | 23,432 |
| Aug 2024 | 6,412 | 7,493 |
| Sep 2024 | 6,793 | 4,639 |
| Oct 2024 | 8,338 | 14,231 |
| Nov 2024 | 7,923 | 26,119 |
| Dec 2024 | 14,826 | 14,478 |
| Jan 2025 | 19,945 | 15,879 |
| Feb 2025 | 20,921 | 18,001 |
| Mar 2025 | 11,934 | 12,164 |
| Apr 2025 | 11,808 | 12,941 |
| May 2025 | 9,725 | 14,337 |
| Jun 2025 | 9,019 | 10,276 |
| Jul 2025 | 9,788 | 5,845 |
| Aug 2025 | 10,759 | 30,195 |
| Sep 2025 | 10,455 | 54,762 |
| Oct 2025 | 12,453 | 47,040 |
| Nov 2025 | 13,900 | 40,831 |
| Dec 2025 | 13,307 | 38,850 |
| Jan 2026suspected bots | 9,886 | 61,483 |
| Feb 2026 | 8,012 | 19,923 |
| Mar 2026suspected bots | 9,534 | 28,306 |
| Apr 2026 | 6,725 | 12,529 |
| May 2026 | 7,507 | 4,848 |
| Jun 2026 | 7,812 | 3,655 |
| Jul 2026 | 7,521 | 4,878 |
| Aug 2026 | 6,246 | 4,936 |
| Sep 2026 | 3,303 | 2,245 |
Source: Shopify Analytics · Dec 2023 – Sep 2026. January and March 2026 are most likely bot traffic (conversion falls to 0.02%); kept and flagged, not deleted.
The same finding in a second, independent tool
Each channel’s share of sessions against its share of revenue. Organic search sells above its weight; paid social below. Traffic from AI assistants is real but does not sell yet.
- Organic search+14.1
- Direct+6.0
- Paid social−4.8
- Organic social−2.4
- Referral−5.7
- Organic shopping+1.8
- AI assistant−1.7
Show the data as a table
| Channel | Sessions | Revenue | Gap |
|---|---|---|---|
| Organic search | 30.7% | 44.8% | 14.1 |
| Direct | 17.1% | 23.1% | 6.0 |
| Paid social | 15.9% | 11.1% | -4.8 |
| Organic social | 10.9% | 8.5% | -2.4 |
| Referral | 9.7% | 4.0% | -5.7 |
| Organic shopping | 6.8% | 8.6% | 1.8 |
| AI assistant | 1.7% | 0.0% | -1.7 |
Source: GA4 · 23 Aug–19 Sep 2026 (last 28 days) · 21,028 sessions. Measured independently of Shopify’s attribution model; the “search sells more” finding appears here too.
Three numbers we did not fix
Given the same weight as the charts that show the good side. Details below, under “What stayed open”.
2.3%
Share of pages in Google’s index
4,978 / 216,784
Shopify’s variant and filter URLs eat the crawl budget.
4.8%
Orders from returning customers
149 / 3,077
Almost every order came from a new customer; repeat purchase was not solved.
32%
One product page’s share of organic clicks
31,719 / 97,900
Healthy but concentrated; if that page loses rank the total drops sharply.
Source: Search Console (16 months) and Shopify Analytics (34 months) · pulled 20 Sep 2026.
Scope
- Website and e-commerce foundation
- SEO
- Social media content production
Period
2023-12 — 2026-09
Measurement start: 2023-10
Measured results
- ORGANIC SEARCH CLICKS
- 97.900
- Search Console · 16 months (19 May 2025 – 18 Sep 2026) · 1.92M impressions, 5.1% CTR · 2025-05/2026-09
- AVERAGE GOOGLE POSITION
- 6,8
- Search Console · same period · weighted average across all queries · 2025-05/2026-09
- ORDERS FROM ORGANIC SEARCH
- 984
- Shopify Analytics · 34 months (Dec 2023 – Sep 2026) · channel attribution · 2023-12/2026-09
- SEARCH SHARE OF ATTRIBUTED REVENUE
- %33
- Shopify Analytics · same period · social 16%, direct/unattributed 50% · 2023-12/2026-09
- ORGANIC REVENUE PREMIUM
- +14,1 puan
- GA4 · last 28 days · organic search is 30.7% of sessions but 44.8% of revenue; paid social is the reverse (15.9% → 11.1%) · 2026-08/2026-09
- AI ASSISTANT SESSIONS
- 355
- GA4 · last 28 days · 58.6% engagement (twice that of direct traffic) · ₺0 attributed revenue · 2026-08/2026-09
- INDEXED PAGES — WEAK POINT
- %2,3
- Search Console · 4,978 indexed, 211,806 not indexed · crawl budget problem · 2026-09
- CONVERSION RATE — WEAK POINT
- %0,1–0,9
- Shopify Analytics · monthly range · below e-commerce expectation, not closed · 2023-12/2026-09
Deliverables and technical improvements
- ✦Shopify store setup and product foundation
- ✦Thirty-four months of continuous social content production
- ✦SEO work that turned organic search into a stable sales channel
- ✦Ranking on generic non-brand product queries: 5 of the top 10 queries are non-brand and bring 11,296 clicks
- ✦Channel-level attribution measurement (Shopify Analytics)
- ✦Product snippet and merchant listing structured data: 502 + 984 valid, 0 invalid
What stayed open
- The returning-customer rate stayed between 1% and 10%; 2,928 of 3,077 orders came from new customers. Retention was not solved in this engagement.
- Average order value rose from ₺710 to ₺5,482, but that is a lira figure with no inflation adjustment; calling it “7.7x growth” would mislead.
- The session spikes in January and March 2026 (358k and 108k) are most likely bot traffic — conversion falls to 0.02% in those months. They are not deleted from the chart, only faded.
- Paid media is not part of this case: Meta spend data could not be pulled yet, and Shopify’s attribution model does not measure the same thing as Meta’s.
- 97.7% of pages are not in Google’s index (4,978 against 211,806). Shopify’s variant and filter URLs consume the crawl budget; this was not solved and remains the largest technical obstacle to organic growth.
- A single product page carries about 32% of organic clicks (31,719 of 97,900). The channel is healthy but concentrated; if that page loses rank the total drops sharply.
- The 355 sessions from AI assistants produced ₺0 attributed revenue in 28 days. The traffic is real and engaged (58.6%) but does not convert; claiming “AI brings sales” is not supported by this data.
Source
Three independent sources, all pulled 20 Sep 2026: Shopify Analytics (ShopifyQL, 37 months), Google Search Console (domain property, 16 months) and GA4 (last 28 days). The “search sells more” finding appears independently in both Shopify and GA4.
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