Measurement
Organic Demand
Customer demand generated without paid advertising, including brand searches, direct traffic, and word-of-mouth.
Organic Demand is unpaid customer acquisition. Sources: Branded search (customers search your brand), Direct traffic (type URL directly), Organic social (followers, not ads), Word-of-mouth (referrals), and PR/earned media. Why it matters: Attribution often credits paid ads for organic demand (customer was going to purchase anyway). Example: Customer sees Facebook ad → Ignores → Later searches brand → Clicks Google ad → Purchases. Google gets credit but purchase was organic. Measurement: Branded search volume (Google Trends), Direct traffic trends, and Holdout testing (measure conversions without ads). Best practice: Separate branded search from non-branded in attribution (branded = mostly organic demand). Strong brands have 50-80% organic demand.
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