Analytics & conversion
Search Engine Land is your source for analytics & conversion news and content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team, and subject matter experts from leading brands and agencies.
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3 underutilized Google Search Console reports for diagnosing traffic drops
Decode your website's traffic declines with GSC's detailed reports, covering device segmentation, search appearance and crawl stats insights.
The cutting-edge AI strategies you need for landing page success
In this webinar, learn how to create landing pages that deliver seamless, personalized experiences end to end.
Improve your return on ad spend with first-party data
Learn how to optimize advertising performance with privacy-safe, real-time event forwarding.
WalkerOS: A data collection alternative to gtag.js
Should you replace Google's gtag.js with an open source alternative like walkerOS? Explore the use cases, benefits and potential drawbacks.
3 tips to be a great data steward for agency clients
Learn actionable insights to guide your PPC clients through data challenges and enhance your agency's role as a strategic partner.
Webinar: Beyond silos – data collaboration strategies for marketing success
Tune in for valuable insights on how to maximize first-party data generation and activation beyond just your known customers.
3 ways search marketers can prepare for the big cookie crumble
These initiatives will help you optimize targeting, refine media mix, and improve performance reporting without third-party cookie tracking.
SEO KPIs: Embracing user-centric metrics
Go beyond static SEO metrics. Integrate dynamic, user-centric KPIs to gain meaningful insights into evolving user behaviors and search trends.
How to protect against and benefit from generative AI hallucinations
As AI takes center stage in marketing, it is subject to machine error – ironically, only humans can check fallibility.
Prioritize compliance for marketing success
In this webinar, learn how to set the stage for your new era in campaign excellence.
How to measure organic traffic in GA4
Monitor and improve your organic traffic with Google Analytics 4. Learn key dimensions and metrics to assess your organic search performance.
7 paid media reporting tips when tracking is messy
Learn effective paid media reporting strategies in a post-cookie world, from showing longer-term trends to embracing incrementality testing.
9 things to do when SEO is great but sales and leads are terrible
Learn effective methods for turning SEO traffic into conversions, including UX enhancements, A/B testing, leveraging social proof, and more.
A/B testing mistakes PPC marketers make and how to fix them
Tired of PPC A/B tests that don't deliver? Discover the pitfalls causing tests to fail and how to design experiments that drive real impact.
Webinar: AI-forward marketing in 2024
Learn cutting-edge strategies to help you level up your marketing game this year.
Power up your marketing programs with Google Analytics 4
Incorporate a data strategy that will give you a complete view of your customers.
Elevate customer loyalty through tailored experience
Customized experience can lead to heightened satisfaction and loyalty.
Join a masterclass on data storytelling
Learn how to engage consumers, influence decisions and create brand loyalty.
How to build a CDP use case
Crawl, Walk, Run: The Iterative Approach for A CDP Use Case
Master the art of turning data into dollars
Learn the strategic value of composing your stack, breaking free from the limitations of traditional data collection.
5 Excel and Google Sheets tricks every SEO should know
Crunching big marketing data? Brush up on tips for merging, analyzing, and visualizing Excel and Google Sheets files to extract key insights.
Decode the future of AI and privacy with metadata mastery
In this webinar, learn the strategies for a privacy-centric future.
Writing emails that convert
Learn the 4 biggest copywriting and design dos and don'ts to consider before hitting send.
Take back your ROI by owning your data
In this webinar, learn how your marketing stack enables always-on customer experiences.
4 commerce trends to watch next year
In this webinar, learn how to keep pace with customer expectations.
4 B2B trends that will catapult you ahead of the competition next year
In this webinar, learn how to keep pace with customer expectations.
9 tips for converting more organic traffic
Struggling to convert your hard-earned organic traffic? Learn nine tactics to boost your site's conversion rates.
Is your GA4 implementation set up for success?
Analytics are essential for understanding your website traffic and customer behavior. Are you leveraging the full power of analytics to drive business growth?
What marketers really want to know about GenAI
In this webinar, get the answers to questions marketers are eager to ask.
Your 2024 guide to SEO reporting and tracking
Your SEO reports need a compelling story and the right data to be well received. Here's a guide to help you get ahead.
Boosting search conversions: 5 behavioral strategies to test
Are you getting the most out of your traffic? Optimize your website for conversions with these five behavioral nudges.
Transforming agencies into profit powerhouses with client retention
Learn how agencies can automate or expand their capabilities to delight and retain their clients for years to come.
Top 5 SEO data pitfalls to avoid for accurate analysis and reporting
Flawed data assumptions lead to flawed optimization decisions. Learn to critically assess your SEO data to produce accurate insights.
Why you shouldn’t measure SEO performance by ROI
Learn why ROI may not be the most accurate metric and how to assess the effectiveness of your SEO efforts instead.
2024 brings the end of the third-party cookie. So now what?
In this webinar, learn how a first-party data approach could be the answer you're searching for and what technology you might need to help you achieve that.
GA4 exploration report: 3 ways to uncover website roadblocks
Turn your site’s roadblocks into opportunities for improvement. Unlock user experience insights and boost engagement with Google Analytics 4.
What’s the state of email beyond 2023?
A look back at this year’s trends in email marketing and what to look forward to next year.
Marketing analytics and generative AI: What’s in store for marketers
Explore real-world applications of generative AI in marketing analytics with Tableau, Funnel.io and Tellius.
Go beyond cookies and stay ahead in a privacy-first world
Learn the impact privacy has on your marketing campaigns and why Google Analytics-based dashboards may be inaccurate.
How to approach weekly, monthly, quarterly and annual PPC reporting
Understand the nuances of reporting for different time frames so you can deliver the most relevant insights from your PPC campaigns.