Direct is 33% of sessions and ~47% of signups we can attribute. Some of that share is inflated because traffic loses its referrer when crossing to app.peec.ai, so real last-click Direct is smaller than the raw number suggests. Even after that caveat, Direct is the biggest bucket and the most consequential to understand. It is not one channel: demo self-report tells us it decomposes into word-of-mouth, AI search referrals, and brand-typed URLs after awareness elsewhere. Paid Google is our biggest visible last-click converter. Organic Google is mostly brand capture, not demand creation. AI Search is small in GA4 but large in self-report and growing 55x year over year — the single most underrepresented channel in our numbers.
company_created) come fromDirect converts at 1.20%, higher than Organic (0.69%) and on par with Paid (1.23%). That pattern is consistent with a bucket loaded with high-intent, warmed-up traffic (returning users, word of mouth, LLM referrals, brand-typed URLs) rather than cold discovery.
Branded queries dominate Organic ("peec ai" alone is 66,867 clicks in 12 months at position 1.24), which confirms we already earned the awareness that drives this volume somewhere else. Direct is the other half of the same funnel.
| # | Channel | GA4 sessions | GA4 key events | CVR | Self-report | Confidence |
|---|---|---|---|---|---|---|
| 1 | Paid Google | 220,919 | 2,963 | 1.34% | n/a | High |
| 2 | Organic Google (brand-heavy) | 324,188 | 2,225 | 0.69% | 20.5%* | High volume Low demand-gen |
| 3 | Direct (mixed) | 480,361 | 5,744 | 1.20% | see below | Medium |
| 4 | AI Search / LLM referrals | ~7,300 | ~120 | 1.63% | 14.9% | Medium, undercounted |
| 5 | LinkedIn (org + paid) | 68,296 | 118 | 0.17% | 9.7% | Medium |
| 6 | Word of mouth | (hidden) | (hidden) | n/a | 19.3% | Medium |
| 7 | Referral sites | 71,399 | 353 | 0.49% | n/a | Medium |
| 8 | Email / Newsletter | 72,900 | 78 | 0.11% | 0.7% | Low for acquisition |
| 9 | Bing / DDG / Yahoo organic | 9,746 | 138 | 1.42% | n/a | High |
| 10 | Podcast / X / Reddit / other | <10,000 | ~60 | ~0.6% | 2.7% | Low |
Malte and Tomek already own this and are driving it. Given the channel is 14.9% of demo bookers and growing 55x year over year, we should lean in further — AI Search compounds, and the forward correlation with signups is the strongest of any channel we track.
Paid Google is already our best visible last-click channel at 1.34% CVR. Swapnil needs more hands on creatives and landing-page iteration to push conversion rate higher.
Organic is almost entirely brand capture today. Non-branded SEO is our biggest missing lever. Strategy lead and throughput plan TBD.