MIM Model Overview | What value does having organic data add to my model?

When we train your model, we group the media data into two pools: paid and organic. Paid consists of any channel or platform for which you have historically ever spent money. Organic is a channel or platform for which you never have any associated costs. 

Why does this matter when you are optimizing cost per click?

In short, including organic data makes your model smarter. It helps control for the number of clicks generated by organic channels. If organic search is generating 50% of all clicks and we don't include it, that 50% will get misattributed to one or more other channels

Why are my organic channels showing up in my recommendation when there is no clear call to action regarding them? 

Obviously, you don't have direct control over your organic numbers. However, they are included for context so we aren't hiding any of the factors leading to the model's recommendations. These will appear alphabetically at the bottom of your recommendations.