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.
Don’t miss out! Get the Search Engine Land newsletter delivered daily to your inbox. Subscribe for free!
Why PPC measurement feels broken (and why it isn’t)
As browser restrictions limit identifiers, PPC measurement relies more on redundancy, modeling, and inference than perfect tracking.
How PR teams can measure real impact with SEO, PPC, and GEO
A practical approach for tying earned media to search behavior, downstream conversions, and visibility in AI-generated answers.
Why first-touch analytics matters more than ever for SEO in 2026
AI-driven search is breaking last-touch attribution. First-touch analytics reveals SEO’s role in discovery, influence, and revenue.
Peter Drucker warned us. Positionless Marketing is the answer
In turbulent times, structure, not talent, limits marketing performance. Positionless Marketing removes that constraint.
Not all MMM tools are equal: Meridian, Robyn, Orbit, and Prophet explained
These open-source MMM tools solve different measurement problems, from budget optimization to forecasting and preprocessing.
A 5-step framework for year-end PPC reports that resonate with leadership
Show leaders how PPC performed, why results changed, and what to do next, with the context and clarity they need for 2026 planning.
How Bayesian testing lets Google measure incrementality with $5,000
What’s often misunderstood about Google’s incrementality testing and how Bayesian models use probability to guide better decisions.
How to use Google’s Channel Performance report for PMax campaigns
See what the report actually reveals about PMax delivery, attribution, and asset performance – plus where the data still misleads.
The brand-to-links ratio revolution
Google and Bing now weigh brand mentions and citations alongside backlinks. Learn how to optimize your brand-to-links ratio for modern SEO visibility.
Why share of search matters more than traffic in the AI era
As AI reduces clicks and fragments discovery, share of search offers a clearer signal of brand demand and competitive momentum.
Why click-based attribution shouldn’t anchor executive dashboards
Click metrics tell part of the story, but overreliance skews budgets and strategy. Build PPC measurement frameworks tied to real outcomes.
The AI gold rush is over: Why AI’s next era belongs to orchestrators
Why the 'more is better' era of marketing technology is officially over, and what actually works instead.
A dark landing page won our A/B test – here’s why best practices got it wrong
Dark mode beat light in a B2B SaaS test even with lower CTR – showing how audience context and industry cues shape performance.
How to use proxy metrics to speed up optimization in complex B2B journeys
Use high-fidelity micro-conversions to tighten feedback loops, sharpen bidding, and keep long-cycle campaigns from drifting off course.
Why advanced semantic techniques still matter in PPC and SEO
AI can generate keywords at scale, but semantic techniques provide the structure and signal quality needed to keep PPC and SEO on track.
Measuring zero-click search: Visibility-first SEO for AI results
Zero-click searches are rising. Learn how to measure visibility beyond traffic—tracking brand presence, SERP features, and AI-driven search results.
5 marketing maturity levels: From siloed to autonomous
Assess where your teams sit on five levels of marketing maturity: from siloed operations to autonomous systems, and what benefits you access at each level.
Share of voice: Why it matters for your brand and how to own more of the space
Share of voice shows how your brand stacks up. Learn how to calculate it, why it matters for SEO and marketing, and how to grow your digital presence.
How to monitor your website’s performance and SEO metrics
After launch, ongoing tracking keeps your site competitive. Use automation and analytics to catch issues early and sustain SEO growth.
SEO benchmarking: How to measure performance and outrank rivals
Track SEO progress with confidence. Learn how benchmarking reveals gaps, sets goals, and helps you stay ahead of competitors in search rankings.
Your ads are dying: How to spot and stop creative fatigue before it tanks performance
Falling CTRs, rising CPCs, and shrinking reach signal creative fatigue. Learn how to spot it early and use data to extend your ads’ lifespan.
How to avoid marketing mix modeling mistakes that derail results
MMM is only as good as its data and assumptions. Avoid common modeling pitfalls and turn your analysis into real business impact.
SEO in the black box era: Why reports will look more like Mad Men than Search Console
Google’s num=100 change pushes SEO deeper into the black box. Learn how to stay accurate when the data no longer adds up.
What they don’t teach you about marketing at Harvard Business School: Being positionless
Positionless Marketing equates to do-it-now competence, powered by technology... not committees
Why incrementality is the only metric that proves marketing’s real impact
Every channel claims credit. Incrementality testing reveals what really drove growth – and what just took credit for it.
The AI Visibility Index: Here’s who’s winning AI search
Search is evolving faster than anyone predicted as AI platforms like ChatGPT and Google’s AI Mode redefine how information is discovered.
5 ways to drive action with your PPC report
Turn your PPC reports into action plans, not data dumps by focusing on what your audience needs to know, feel, and do.
The future of engagement is in your customers’ hands (or pocket)
How marketers can prepare for the rise of messaging-first customer journeys.
What is a landing page? Build pages that convert
Landing pages drive action. Learn what they are, how they work, and how to design high-converting pages for SEO, ads, email, and more.
Share of search: Measure your brand’s visibility in the SERPs
Share of search tracks your brand’s search demand vs. competitors. Learn why it matters, how to measure it, and tips to boost your market visibility.
Rethinking the funnel with LLM tracking analytics
As customer journeys migrate into LLMs, you need new ways to track behavior. Here’s how LLM tracking tools approach the problem.
How to deliver monthly PPC reports clients love
Elevate your monthly PPC updates with clear, insightful stories that showcase results, highlight value, and strengthen client loyalty.
Website demographics: Know your audience & grow faster
Learn how to analyze website demographics to understand visitors, tailor content, and boost engagement with data-driven marketing strategies.
How Clayton Christensen’s theory of disruptive innovation helps explain the rise of Positionless Marketing
Assembly-line marketing is obsolete. Positionless Marketing is the disruptive innovation transforming how brands connect with customers in real time.
Think AI can scale personalization alone?
Not without a content supply chain that can keep up.
The end of the marketing funnel: Why signals are your new opportunity
Forget funnels. Today’s customer journeys are fractured, AI-driven, and nonlinear. Here’s why signal-based marketing is your winning move.
How to produce a better PPC QBR for your stakeholders
Don’t settle for another dull recap. Deliver PPC QBRs that highlight impact, engage stakeholders, and drive next-quarter strategy.
Reddit launches Pro tools for publishers
Reddit debuts Pro tools to help publishers track stories, auto-import content, and tap into communities as referral traffic shifts.
Measuring GEO: What’s trackable now and what’s still missing
Generative AI is transforming search, but data hasn’t caught up. Learn which metrics exist and why the most valuable are still elusive.
3 things you’ll only learn at the SAP Emarsys Loyalty Masterclass
Industry leaders reveal their proven strategies on Sept. 24, 2025. Will you be there?