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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Your guide to Google Analytics 4 attribution
Understand how attribution in GA4 works – session, user, and event scopes, modeled and blended data, and much more.
The autonomous marketing revolution: Navigating the new frontier of brand engagement
Martech is transforming from human-driven tools to engines that autonomously feed on data to deliver results. Here's what that means for your business.
Being position-less secures a marketer’s position for a lifetime
Clearing up any confusion around the term Position-less Marketer.
How to archive your Universal Analytics historical data
Time is running out to save your Universal Analytics data. Follow these steps to archive historical analytics before the July 1 deadline.
Google delays third-party cookie phase-out to 2025 (maybe)
For the third time, Google has postponed the anticipated deprecation of third-party cookies in its Chrome browser.
How to adapt your marketing for the new era of data analytics
Having a vision for your data is critical for any marketing strategy. And building a trusted data foundation is the first step in executing on that vision.
Tracking in 2024: Where we are and how to prep
Learn the technical and marketing implications of the end of third-party cookies, and a four-part plan to get ready for the shift.
Why the shift from ‘conversions’ to ‘key events’ in GA4 is a game-changer
Learn how this GA4 change lets you maximize marketing opportunities to measure and report on what matters most to your business.
What does ‘Real-Time Marketing’ really mean?
Real-time does not have to mean right now. It’s delivering the information when the end user needs it.
4 ways new Data Cloud features help you personalize ads
These new innovations can make you more efficient and effective at using your customer data to deliver advertising campaigns that resonate.
7 must-know marketing attribution definitions to avoid getting gamed
Understand the real definitions of common attribution models and metrics to gain clarity on your marketing performance
A CDP is a powerful tool — Here’s how to make it work for you
CDPs govern data collection, data unification, data activation and data insights. The right CDP sets you up for generative AI success.
Exploring Meridian, Google’s new open-source marketing mix model
Dive into Meridian’s capabilities, limitations and how it compares to Meta's Robyn in the evolving MMM landscape.
Digital advertisers still looking for recipe to thrive in cookieless world
It’s likely alternative data will be one of many ingredients used for cookie replacement.
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.
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.
How to build a CDP use case
Crawl, Walk, Run: The Iterative Approach for A CDP Use Case
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.
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.
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.
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.
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.