Best way to incorporate organic variables?

[KileyDS]

Hi y'all! I’m seeking some input on the best way to incorporate organic variables! We don’t have direct SEO spend data (we might, but it's a flat fee), but we do have traffic metrics from organic channels. I’ve included organic traffic as part of the control_columns, but this approach doesn’t seem entirely appropriate.

Has anyone encountered a similar situation, or have suggestions on how to best handle organic traffic data without direct spend?

Below is the current configuration for context:

mmm = MMM(
model_config=model_config,
sampler_config=my_sampler_config,
date_column="date",
adstock=GeometricAdstock(l_max=8),
saturation=LogisticSaturation(),
channel_columns=ad_spend_columns_nonzero,
control_columns=["t"] + ad_impressions_columns + organic_traffic_columns,
yearly_seasonality=1,
)