Decide Where the Next Dollar Goes, Paid or Organic
The Paid vs organic report shows the fundamental split in your leads: how big each side is, which is growing, and who feeds each side. It answers “where should the next dollar go?” and, with first-touch data, which side opens the journeys the other closes.
Published · Updated
/paidvsorganicCore performance
Should my next dollar go to ads or to content?
It depends on how your leads split today. To see how big the paid and organic sides are, which one is growing and what feeds each, the Paid vs organic report gives you the answer. Type /paidvsorganic to run it. To compare two specific sources or months, use the Side-by-side comparison. To rank individual campaigns, the Campaign leaderboard fits better. For the full month's story, pick the Monthly performance review.
What it is: Paid vs organic is a channel-split report from the free UTM Grabber Reports skill for owners and marketers that shows whether paid or organic leads are growing and where the next dollar should go.
What this report answers
Built for: Owners and marketers weighing more ad budget against more content and SEO.
What's in the report
Why You Can Trust What It Tells You
Paid and organic, cleanly split
A lead is paid when its last touch was cpc, ppc, paid social, or a Google or Microsoft click ID, and everything else is organic.
Ticks mark real gaps
The comparison gives a tick only when the gap between paid and organic is 3+ points.
Next steps from clear limits
You get a next step at clear limits, such as one source sending 70%+ of your paid leads or under 90% of paid leads tagged.
Ask your AI
Type the shortcut, or ask in your own words. Your AI pulls your leads through your UTM Grabber connection and builds the report.
You ask: /paidvsorganicShould we spend more on ads or on organic?
Used UTM Grabber
check_site_health· UTM Grabberlist_forms· UTM Grabberget_entries· UTM Grabber· 1,120 leads
Claude answers: Paid and organic moved together; paid holds at 63% of leads. 702 paid and 418 organic leads over 30 days.
/paidvsorganic- “Should we spend more on ads or on organic?”
- “Compare paid and organic leads for the last 90 days.”
- “Which organic page brings us the most leads?”
What it uses
UTM GrabberRequiredYour leads, with their UTMs and click IDsFirst-touch fields from UTM Grabber Premium, for the openers section.Report designs need Claude, Codex or Cursor.
Paid vs organicWhich plan do you need?
This report works on the free plugin. UTM Grabber Premium adds more detail.
On Free and Starter your AI reads only your last 30 days, so it compares paid and organic without the window before. Starter+ and Premium add the window before and longer ranges like 90 days.
| Plan | What your AI reads |
|---|---|
| Free pluginThis report | Your last 30 days, with a fair-use allowance |
| Starter | Your last 30 days, with first touch and more click IDs |
| Starter+ or Premium | Your full history, unmetered |
See it in 4 looks
Same numbers, same story, 4 designs. View the sample full screen, or download it as a PDF or editable PowerPoint slides.
Questions about this report
Will it tell me to stop paying for ads?
No. It treats both sides as a portfolio and frames every move as allocation (back the side with momentum, protect the top organic page), never replacement.
How does it count a Google Ads click with no UTM tags?
As paid. A Google or Microsoft click ID marks the lead as a paid last touch even without UTMs, and the report flags paid ad URLs that need tagging.
What does first touch add?
With UTM Grabber Premium's first-visit fields, it shows how many paid leads organic opened. At 25%+, it recommends crediting organic for the journeys it starts.
Want Us to Build This for You?
Get reports like this one with your logo and colors, set up for you. With the Support Package, we connect the AI Connector (MCP) to your data and hand you your own AI report builder, tuned to your business, for weekly, monthly and annual reports.
Works on free and paid plans, and with your agency. Cancel anytime, no contracts.
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Launch price · Real Value: $1,700
- Expert SetupOur resident expert team installs UTM Grabber and wires every form, with a live test.
- Diagnostics & FixesCaching, cookie and GDPR leaks found and fixed, then audited again all year.
- Custom Reporting + MCPWe connect the AI Connector (MCP) to your data and hand you your own AI report builder.
- Ongoing SupportNew funnels and forms wired all year, with priority answers.
Get This Report on
Your Own Leads.
Connect UTM Grabber to Claude, ChatGPT, Codex or Cursor with the AI Connector (MCP), add the free Reports skill, then type /paidvsorganic. Or just describe what you need.
Every plan can connect. The report designs need an AI app that supports skills: Claude, Codex or Cursor.
This sample is real output from the UTM Grabber Reports skill v2.0, built on sample data for Northwind Dental, a fictional dental practice. Once you set it up, every report uses your own brand colors and logo. Google Ads, Meta, Google Analytics and CRM connectors come from each platform or a third party, not from UTM Grabber. You add them to the same AI chat.