In 2024, iEducação recorded 3,085,351 Organic Search sessions in GA4. Hotmart exports show 6,443 unique completed transactions in the same year, across all channels.
These figures show the project’s scale. They do not tell us how many sales came from search or measure the effect of a specific technical change. This case covers August 2023 through December 2024.
The project and my role
iEducação is an educational content and products platform. I led the technical and SEO work during the period reviewed, alongside the project’s educational lead. She led the pedagogical concept.
GA4 and Hotmart measure project outcomes; they do not document who made each change. I therefore do not credit all the results to one personal intervention.
What I measured
For traffic, I used GA4’s Traffic acquisition report, the Session primary channel group dimension and monthly Organic Search sessions.
The consulted GA4 report had no data for August, September or October 2023. That is not a claim of zero traffic. November 2023 only shows daily sessions from November 16, so I treat it as partial and do not use it for a year-over-year growth claim.
For sales, I counted unique Hotmart transactions marked Completed by sale date. I removed one transaction repeated across exports and included boundary-month files so late-month sales were not missed.
This is the absolute count of project sales, regardless of channel. It is neither a lead count, net revenue nor a count of sales attributed to organic search.
| Month | Organic Search sessions (GA4) | Completed sales (Hotmart) |
|---|---|---|
| Aug/2023 | No data | 646 |
| Sep/2023 | No data | 343 |
| Oct/2023 | No data | 287 |
| Nov/2023 | 181,387 (partial month in GA4) | 529 |
| Dec/2023 | 213,541 | 297 |
| Jan/2024 | 130,861 | 447 |
| Feb/2024 | 152,670 | 270 |
| Mar/2024 | 233,024 | 331 |
| Apr/2024 | 305,388 | 475 |
| May/2024 | 291,687 | 874 |
| Jun/2024 | 321,484 | 768 |
| Jul/2024 | 282,978 | 593 |
| Aug/2024 | 323,428 | 547 |
| Sep/2024 | 278,721 | 427 |
| Oct/2024 | 251,765 | 423 |
| Nov/2024 | 334,656 | 689 |
| Dec/2024 | 178,689 | 599 |
Organic traffic and sales: reading the results
- Organic traffic: from 130,861 sessions in January 2024 to a 334,656 peak in November; December ended at 178,689.
- Completed sales: from 270 in February to 874 in May 2024. The sales and traffic peaks fell in different months.
- Interpretation: these series describe the project, not a causal experiment or a dated before-and-after of an SEO intervention.
From December 2023 to December 2024, organic sessions fell from 213,541 to 178,689 (−16.3%), while completed sales rose from 297 to 599 (+101.7%).
Sales declined from 646 in August 2023 to 547 in August 2024 (−15.3%), but there is no August 2023 organic baseline. November 2023 cannot be compared directly with November 2024 because GA4 starts halfway through the earlier month.
According to my account, distribution included search, Google Discover, WhatsApp groups and email. There was some limited paid activity. GA4 classified 32,277 sessions as Paid Search in the queried period, 0.52% of 6,240,672 sessions. This does not reveal paid traffic’s share of sales.
How to verify the analysis
In the iEducação GA4 property, use Traffic acquisition, Session primary channel group, Organic Search and calendar-month filters. Screenshots of November 2023 and 2024 document the partial start and November 2024’s 334,656 sessions.
Original Hotmart exports let the transaction, sale date and status count be repeated. A private dossier keeps the monthly table, file hashes and consolidation method without publishing customer information.
The Search Console interface available today offers a filter of up to 16 months, and the dossier lacks 2023–2024 performance exports. I therefore do not present clicks, impressions, CTR or average position for that period as evidence. Search Console clicks and GA4 sessions are different metrics.
Limitations and next steps
Hotmart sales are not linked to organic sessions by an attribution identifier in this analysis. Search, Discover, WhatsApp, email and the small paid component cannot be separated within total sales.
Products, prices, promotions, seasonality and measurement changes could affect both series. Completed is the status in the export, not a final refund or net-revenue reconciliation.
GA4 data for August–October 2023 remains unavailable; November 2023 is partial. Dated technical and editorial change logs would help assess causality. This case does not support the claim ‘I generated X sales with SEO.’
For a related discussion of metrics, read High PageSpeed, slow website, or browse the other blog posts.
If you are evaluating a similar project and would like to discuss measurement, attribution or technical decisions, contact me on WhatsApp.