Most teams can see both channels.
They cannot prove interaction.
This module solves the blind spot between correlation and causation by guiding teams toward measurable signals and structured tests.
Search Analytics detects overlap patterns.
Cannibalization Tests validate what is incremental.
It is the execution layer that helps confirm whether paid is adding value or replacing organic clicks.
Paid search and SEO specialists use it to choose what to test and what to adjust.
Performance leads use it to protect efficiency and explain decisions.
Management uses it to gain confidence that spend is incremental.
When search budgets are meaningful and overlap is likely: strong organic rankings, always on paid coverage, or multiple query groups where paid and organic compete.
You test how performance changes when you reduce or shift paid pressure on specific query groups.
The outcome is clarity on where paid is incremental, where it is cannibalizing, and how to rebalance budgets, bidding, and SEO priorities.
