Look for repeated opposite movement before running a deeper model
Repeated weeks where Paid rises while Organic falls create a reason to inspect attribution movement or displacement. The map is an exploratory handoff, not a causal conclusion.
See the map's scope and next validation
What it shows
Organic WoW is placed on the X axis and Paid WoW on the Y axis, connected in time. Older weeks are lighter and recent weeks are darker.
How to read it
The upper-left quadrant contains weeks where Paid rose and Organic fell. Look for repetition; do not treat small movements or one unusual week as proof.
What to do next
When the pattern repeats, continue to the detailed cannibalization diagnosis with spend, seasonality, and lag evidence. Validate causality with a holdout or incrementality study.
Frequently asked questions
Do I need an Organic column?
No. When Total and Paid outcomes are available, Organic can be calculated as Total minus Paid.
Does an upper-left point prove cannibalization?
No. Attribution changes, promotions, and seasonality can produce the same shape, so deeper validation is required.