# 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 Oct 19, 2026. Updated Oct 20, 2026.

## 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.

- Page: https://utmgrabber.com/mcp/reports/paid-vs-organic/
- Report: Paid vs organic (Core performance)
- Shortcut: `/paidvsorganic`
- Sample data from Northwind Dental, a fictional dental practice. Sample headline: “Paid and organic moved together; paid holds at 63% of leads.”

## What this report answers

- What share of our leads is paid, and is that share moving?
- Is organic growing while paid stalls, or the other way round?
- Which sources and pages feed each side?
- Does organic open journeys that paid ads get the credit for?

Built for: Owners and marketers weighing more ad budget against more content and SEO.

## What's in the report

1. A trajectory headline, such as which side grew while the other fell, when the gap is 10+ points.
2. 4 numbers: paid leads, organic leads, paid share and the share of paid leads fully tagged.
3. The split side by side: leads, share, change, top source, top landing page and tagging, plus budget and timeframe when your form asks.
4. Paid and organic per day (per week beyond 45 days).
5. The top 5 sources on each side, and with UTM Grabber Premium a first-touch section.
6. Next steps framed as allocation: more here, protect that.

## 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

- `/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

- Your UTM Grabber leads for 30 to 90 days, and the window before.
- UTM fields and click IDs from the free plugin.
- First-touch fields from UTM Grabber Premium, for the openers section.

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.

### Which plan do you need?

What your AI can read from UTM Grabber:

- Free plugin: Your last 30 days, with a fair-use allowance (this report)
- Starter: Your last 30 days, with first touch and more click IDs
- Starter+ or Premium: Your full history, unmetered

Compare Plans: https://utmgrabber.com/mcp/plans/

The report designs need an AI app that supports skills: Claude, Codex or Cursor. ChatGPT gives the same plain-English answers from your leads, without the report designs.

## Sample in 4 looks

- Studio (Client-facing reports): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/paid-vs-organic-studio.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/paid-vs-organic-studio.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/paid-vs-organic-studio.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=paid-vs-organic&look=studio)
- Boardroom (Presenting to leadership): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/paid-vs-organic-boardroom.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/paid-vs-organic-boardroom.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/paid-vs-organic-boardroom.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=paid-vs-organic&look=boardroom)
- Ledger (Weekly ops reviews and analysts): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/paid-vs-organic-ledger.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/paid-vs-organic-ledger.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/paid-vs-organic-ledger.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=paid-vs-organic&look=ledger)
- Classic (Printed reports and long reads): [Web page](https://utmgrabber.com/skills/utm-grabber-reports/samples/html/paid-vs-organic-classic.html), [PDF](https://utmgrabber.com/skills/utm-grabber-reports/samples/pdf/paid-vs-organic-classic.pdf), [PowerPoint](https://utmgrabber.com/skills/utm-grabber-reports/samples/pptx/paid-vs-organic-classic.pptx), [full screen](https://utmgrabber.com/mcp/reports/#report=paid-vs-organic&look=classic)

## Questions

### 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.

## Related reports

- [Side-by-side comparison](https://utmgrabber.com/mcp/reports/side-by-side/): Any two campaigns, sources or time windows. Who won, and by how much.
- [Campaign leaderboard](https://utmgrabber.com/mcp/reports/leaderboard/): Every campaign ranked, with the ones to scale and the ones to fix.
- [Monthly performance review](https://utmgrabber.com/mcp/reports/monthly/): The flagship. Thirty days, every channel and every change, with what to do next.

## Capture the Whole Journey, Starting Today

The free plugin remembers each lead's last click. Every UTM Grabber Premium plan, from Starter up, also records where they first found you, more ad click IDs and what kind of visit it was, from the day you upgrade.

- Last-click UTM tags: free plugin yes, UTM Grabber Premium yes
- Google Ads click ID (gclid): free plugin yes, UTM Grabber Premium yes
- First touch: free plugin no, UTM Grabber Premium yes
- Meta and Microsoft Ads click IDs (fbclid, msclkid): free plugin no, UTM Grabber Premium yes
- Traffic labels: free plugin no, UTM Grabber Premium yes
- AI assistant visits: free plugin no, UTM Grabber Premium yes
- WooCommerce orders: free plugin UTM tags saved, UTM Grabber Premium Full source on every order
- Cookie length: free plugin 30 days, UTM Grabber Premium You choose

Premium starts recording the day you upgrade. It can't fill in visits the free plugin never recorded, so every week on free is a week of first touches and click IDs you won't get back.

See UTM Grabber Premium Plans: https://utmgrabber.com/mcp/plans/

## 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.

The UTM Grabber Support Package is $199/yr (regular $349, launch price, real value: $1,700). Works on free and paid plans, and with your agency. Cancel anytime, no contracts.

- **Expert Setup:** Our resident expert team installs UTM Grabber and wires every form, with a live test.
- **Diagnostics & Fixes:** Caching, cookie and GDPR leaks found and fixed, then audited again all year.
- **Custom Reporting + MCP:** We connect the AI Connector (MCP) to your data and hand you your own AI report builder.
- **Ongoing Support:** New funnels and forms wired all year, with priority answers.

[Get the Support Package](https://utmgrabber.com/payment/?plan_id=support_v2) · [See What's Included](https://utmgrabber.com/support/)

## Get it on your own leads

1. Connect UTM Grabber to your AI with the AI Connector (MCP). Step-by-step guide: https://utmgrabber.com/mcp/connect/ (no plugin yet? Get the free plugin: https://utmgrabber.com/?signup=1&return_url=%2Fget-started)
2. Install the free Reports skill: https://utmgrabber.com/skills/utm-grabber-reports/
3. Type `/paidvsorganic`, or ask in your own words.

Book a demo: https://utmgrabber.com/book-a-demo/