[Lab Note #1] How People Actually Discover You (GA4 Tip Inside)
Hi and welcome to the very first issue of Merlinetics Lab.
If you’ve been here since the Behavioral Marketing Lab days, this might feel a little different.
Same brain, same obsession with growth. Just with a name that feels more aligned with where I’m going.
Merlinetics blends the science of behavior with the systems behind smart growth.
And this Lab? It's my space to share what I’m learning as I go.
Alright, here’s today’s bite-sized tip.
“You don’t get what you deserve. You get what you track.”
I learned a new term, it’s called Zero Moment of Truth (ZMOT).
So, basically, it’s that moment for buyers when they’re still researching, reading, and figuring out if you’re worth their attention.
It’s the hidden part of the funnel where decisions quietly begin.
Here’s how to see your ZMOT in Google Analytics in under 30 seconds:
Open your Google Analytics
Go to Reports
Choose ‘Acquisition’ or ‘Generate Leads’ (depends on setup)
Click User Acquisition
Make sure the first column says Default Channel Group
Type ‘referral’ in the search bar to filter
Click the + beside Default Channel Group
Search and select First user source/medium
You’ll now see the websites where people first found you
Bonus
Scroll to the right side of the table and look for event_count and key events. This is important as you’ll see which referral site got the most conversion as well.
Why this matters
This is where attention begins.
For one client, I noticed ChatGPT and Perplexity rising fast as referral sources.
Optimizing for LLMs, not just search engines, might be where things are going.
I’ll be digging into that next.
That’s all for today.
A quick note, a deeper signal. Just how I like it.
— Aly @ Merlinetics
PS. Businesses don’t need more reports. They need better decisions.