1. A system, comprising: at least one processor; one or more memories, operatively coupled to the processor, for storing logical instructions wherein execution of the logical instructions by the processor results in the performing of at least the following operations: receiving data indicative of search traffic directed to a website, the search traffic resulting from an unpaid portion of a search advertising campaign and a paid portion of the search advertising campaign, identifying a change made to the paid portion of the search advertising campaign, determining, based on the received data: a first volume of search traffic resulting from the unpaid portion before the change, a second volume of search traffic resulting from the unpaid portion after the change, a third volume of search traffic resulting from the paid portion before the change, and a fourth volume of search traffic resulting from the paid portion after the change; generating a synergy score based upon the first volume, the second volume, the third volume and the fourth volume, wherein the synergy score quantifies an impact of the change on the search traffic resulting from the unpaid portion; and storing the synergy score in the one or more memories in association with an indication of the change.