Paid and organic moved together; paid holds at 63% of leads.

702 paid and 418 organic leads over 30 days. Google tops both sides: 54% of paid leads and 31% of organic.

northwinddental.comGravity Forms1,120 submissions30 days

702

Paid leads+9%

418

Organic leads+18%

63%

Paid share−2 pts

95%

Paid leads fully tagged

The split

Paid and organic, measure by measure.

Paid means a paid last touch (cpc, paid social or an ad click ID). Organic is everything else: search, social, referral, email and direct.

Paid702 leads

Organic418 leads

Leads702418
Share of leads63%37%
Change vs August+9%+18%
Top source shareGoogle 54%Google 31%
Top landing page share/new-pati… 20%Home 38%
Fully tagged95%22%

A tick marks the side ahead by 3 points or more where higher is better.

Trajectory

Which side is growing.

Leads per day, paid against organic.

Paid
Organic

Show the numbers

Label	Paid	Organic
Sep 1	23	19
Sep 2	25	15
Sep 3	29	8
Sep 4	20	22
Sep 5	18	3
Sep 6	14	6
Sep 7	12	8
Sep 8	31	15
Sep 9	36	20
Sep 10	37	17
Sep 11	28	11
Sep 12	13	11
Sep 13	16	5
Sep 14	33	19
Sep 15	32	14
Sep 16	22	22
Sep 17	31	14
Sep 18	22	13
Sep 19	14	14
Sep 20	9	8
Sep 21	27	14
Sep 22	23	17
Sep 23	37	18
Sep 24	25	21
Sep 25	27	12
Sep 26	11	5
Sep 27	15	4
Sep 28	28	16
Sep 29	21	22
Sep 30	23	25

Leads per day by last-touch channel group

Sources

Who feeds each side.

Top five sources on each side

#	Paid source	Paid leads	Organic source	Organic leads
1	Google	382	Google	128
2	Facebook	155	Direct (no UTM)	85
3	Instagram	132	Newsletter	45
4	–	–	ChatGPT	33
5	–	–	TikTok	20

Organic leads without a utm_source are grouped by channel.

First touch

Who opens the journey.

First touch is how a lead first reached the site; last touch is the visit that converted.

First touch
Last touch

Show the numbers

Label	First touch	Last touch
Paid	613	702
Organic	507	418

Leads credited to each side by first touch and by last touch

Next steps

Where to put the next dollar.

Ongoing
Protect your home page
It brought 38% of organic leads (157). Keep it current and linked from your top posts.
Medium impactLow effort
Next quarter
Rebalance budget by trajectory, not size
Paid is 63% of leads today. Compare this report each quarter and shift budget toward the side that is growing.
Medium impactLow effort

How we built this report

Paid: the converting visit was a paid click (utm_medium cpc, ppc or paid social, or a Google or Microsoft click ID). Organic: every other lead.
Change compares with August (645 paid, 354 organic).
First touch comes from UTM Grabber's first-visit fields.