Practical perspective
Compare product discovery across two channels
Organic product discovery and paid shopping can share a destination while creating different planning questions.
Start with the product record
Both paths need accurate product descriptions, availability, imagery and fulfillment information. Fix contradictions before attributing a weak customer journey to the channel.
Separate the costs
Organic work may involve content and technical implementation. Paid activity also needs an authorized media budget and campaign owner. Compare total effort and contribution, not only traffic.
Use a shared outcome definition
Agree on how orders, returns, cancellations and attribution gaps are handled. A product-page visit and an accepted purchase are different events.