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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GA4 now shows Performance Max and Smart Shopping data
Advertisers will have the ability to view and report on PMax and Smart Shopping campaigns under the Cross Network channel grouping.
GA4 brings new and familiar concepts to the future of analytics
Although Google Analytics 4 is a brand new platform that may look and feel different, not everything is unfamiliar.
Google will automatically switch some advertisers’ attribution models
In a bold move, even for Google standards, some advertisers may see their attribution models automatically switched to data-driven.
The role of paid search in attribution
Learn how to measure measure paid search, and its contributions across channels, without getting bogged down by data.
Webinar: Four elements of a powerful, data-driven martech stack
Handle today's demands with tomorrow's plans by using technology that is fast, scalable, elastic and reliable.
Google Analytics 4 adds conversion, bounce rate, and UTM parameters
Bounce rate's back, alright! Three new GA4 metrics are giving advertisers a bit of nostalgia for the good old days of Universal Analytics.
Webinar: Reimagine your customer experience strategy
Learn how one brand boosted its ROAS by 69%.
Google Analytics 4 integration now available for Ads Manager
Advertisers will be able to report on Google Analytics 4 behavioral data across web and app in Google Ad Manager Analytics reports.
How to tell a story with data and elevate your client reporting
Stories sell — whether you're explaining a product or a data set. Learning how to tell a story with data is an important skill for proving your agency's value.
Google Search Console Insights now supports Google Analytics 4
Previously if you only had GA4 set up for your site, Search Console Insights would not work but now it does.
How to migrate to Google Analytics 4: A step-by-step guide
Learn the major phases, and changes to common UA features and data points, you’ll need to know when migrating to Google Analytics 4.
Forecasting web traffic using Google Analytics and Facebook Prophet
Learn how you can predict traffic changes and forecast when periods of stagnation or negative growth are to be expected.
Webinar: Work smarter, not harder, to give customers what they want
Use data to create next-level customer experiences at scale.
How to empower your SEO and digital marketing strategy with data
Set up your dashboards. Run experiments. Improve your conversion rate. Monitor trends. Revamp and update your SEO strategy. Repeat.
How to build a framework for PPC measurement in 2023
Here'a a review of the measurement tools that are available right now that should serve as the building blocks.
Core Web Vitals scores improving for top-ranked sites
New research looks at the top rankings for 500 keywords in Education, B2B Tech, Finance, and Retail.
Google Analytics 4: A guide to the Traffic Acquisition Report
Learn how to access traffic acquisition data in GA4 in a few easy clicks, then how to go deeper by slicing and dicing that data.
Top 4 data challenges among agency clients
Be mindful of these potential pitfalls in a marketing landscape where data reigns king.
How to measure the value of SEO with CTR
At SMX Advanced, Jessica Bowman and Avinash Conda shared how CTR is a simple, effective way to prove the worth of their SEO efforts.
How paid marketers are fighting back against the Fake Web
Bots and fake users steal ad clicks, pollute audience targeting, and skew metrics. Paid marketers are learning to protect themselves.
17 content optimization mistakes affecting ROI
Hint: proper content optimization is more than just adding in a few keywords and creating a FAQ section.
WebPageTest’s new Opportunities and Experiments: test practically anything
Learn what you can do with the new and incredibly useful test tools from WebPageTest – with no coding required.
How your PPC conversions will be impacted without privacy-first measurement
What happens if you don't build new measurement frameworks? Decreased PPC performance, for starters. Let's avoid this.
SEO reporting to impress: How to successfully report your SEO process, efforts and result
SEO reporting is critical for SEO success, and you should prioritize it accordingly.
Webinar: Benchmark your social media performance for a competitive edge
Get the trends and real-life examples of brands outperforming on social.
Why you should give Google Analytics 4 a chance
There are a lot of big and valid complaints about Google Analytics 4. But you should go all-in. Here's why.
Webinar: Overcome third-party data challenges for CX success
Data-driven strategies and first-rate technology make a sublime customer experience.
GA4 isn’t all it’s cracked up to be. What would it look like to switch?
Marketers are searching for alternative analytics platforms. Here’s what you need to know to make an informed decision before switching.
What to look for in a technical SEO audit
These technical optimizations will become the key differentiating factors for ranking better than your competitors.
Google Universal Analytics real time metrics now titled “in the last 5 minutes”
The measurements have not changed, this is just a title change for clarification purposes.
How to make a GA4 landing page report in 10 easy steps
The Landing Page report. Universal Analytics has it. GA4 does not. But you can make it! This article will show you how.
The secret to achieving omnichannel success
This webinar teaches you how data-driven strategies and first-rate technology make a sublime customer experience.
How a self-audit PPC checklist can protect your work from external audits
If you don’t audit your own work, eventually someone else will – and the impact on your work, you and your operation could be catastrophic.
So you think you’re a martech genius?
Take our quick 10-question quiz to find out!
Accelerate customer journey automation with this CDP roadmap
In this webinar, learn how Autodesk created a future-proof stack to achieve a seamless omnichannel customer experience.
Master the art of A/B testing
Learn how you can test before launching, improve your return and understand why your consumers selected the asset they did.
Master the art of agile research to iterate, innovate and grow
In this webinar, learn how you can test before launching, improve your return and understand why your consumers selected the asset they did.
Improve the customer journey experience with these proven steps
In this webinar, Shutterfly's head of marketing shares the secret behind its CX strategy.
Google unveils a simpler way for European users to reject cookies
After being fined by France, Google unveils Reject All or Accept All buttons for Google search and YouTube visitors.
Universal Analytics real time latency issues won’t be fully fixed, says Google
Google says either wait it out or switch to GA4.