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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California’s ‘CCPA 2.0’ passed: Here’s what changes
CPRA takes aim at data 'sharing' and not just sales.
How CarParts.com leverages CDP tech to create customer-centric experiences
Adopting a CDP from Blueshift enabled the company to craft one-to-one messaging that speaks to the customer's needs and characteristics.
It’s time for Plan C: Adjusting your marketing budgets in crisis times
The best disaster plan is one you make before disaster strikes, says Acoustic’s Michael Trapani.
CallRail’s Lead Center is a virtual phone system and contact center for SMBs
The platform builds on the company's call tracking and analytics capabilities.
Microsoft Clarity, the company’s tool for visualizing user experience, is out of beta
The tool provides site owners with visual heatmaps, session playbacks, filters and metrics to help them improve their user experience.
Meet Google Analytics 4: Google’s vision for the future of analytics
The new Analytics adds AI-powered insights, tracks users across devices and provides more granular data controls.
Google Performance Planner adds support for conversion delay and shared budgets
Campaign plans can now also be viewed and edited by other stakeholders.
Why marketers should break SEO strategies into pre- and post-purchase
In the end, it’s about using the right search data to speak to customer at the right stage in their journeys.
How connected TV measurement proves its performance marketing potential
Proper measurement on CTV not only shows its value over linear TV advertising, it showcases its performance marketing bonafides
Replay: CCPA enforcement is here. What marketers need to know
The California Attorney General estimates compliance costs could reach $55 billion.
What’s behind the hype about Customer Data Platforms?
How CDPs aim to solve some of marketers' most vexing challenges.
How technology is changing what it means to be an effective (search) marketer
Tools and tech to help improve analysis, decision making, and strategic planning.
Google will now auto-delete your location history after 18 months
The update is part of a number of new privacy changes being implemented.
Call analytics platforms: What are they good for?
Use cases for call analytics platforms are expanding and AI is driving more sophisticated approaches.
Call Analytics tools in the spotlight: Marketing’s unsung heroes
The current environment is spurring a resurgence of voice calls -- a medium ripe with potential for analysis and insights.
17 ways PPC can help your business survive economic crisis
Nimble, measurable, and cost-effective ways to market in challenging times
Resolving consumer identity – more important than ever
To build lasting relationships, brands have to accurately recognize the people engaging with them.
TapClicks buys AdStage to expand marketing intelligence, predictive campaign optimization capabilities
The companies share a vision of a unified marketing platform. AdStage founder will head up intelligence group.
Are you effectively monetizing, measuring and maximizing your inbound call volume?
Learn how A.I. in call analytics can help you predict caller intent, measure caller tone, and drive more revenue from inbound calls.
Pick up the phone, Neo. Why Call Analytics Is One of the Most Underrated Marketing Strategies.
Take the red pill and download our free guide to understand call analytics use cases, benefits and key vendors to drive inbound call revenue.
The future of identity in a cookieless world
Identity will be even more critical to a brand’s success going forward. Acxiom offers a POV on the cookieless world along with the key pillars a future identity solution should entail.
The data behind incrementality on Amazon
The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign structure.
What are analytics experts looking to in 2020 with data and privacy?
Logan Gordon, Simo Ahava, Astrid Illum, Abby Matchett and Sayf Sharif share insights to help you gain executive buy-in about privacy policy issues this year.
How to use machine learning (if you can’t code) to help your keyword research
Here's an easy way to categorize 100k keywords in less than a few hours of actual working time.
Build SEO seasonality projections with Google Trends in Python
Here's how you can use Python and some very basic Excel functions to build your SEO traffic goals.
Learn how to chart and track Google Trends in Data Studio using Python
By using the codes in this article, you can connect Google Spreadsheets and Jupyter Notebook to import data into Google Data Studio and easily share the analysis with your team.
The importance of building brand awareness through Amazon advertising
Marketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response anymore.
How to get client buy-in to try new PPC tactics
Walk into your conversation with a clear plan including budget, testing timeline and KPIs along with case studies and competitor information when possible.
Google Search Console fixed a bug with Google Tag Manager verification
Check to see if your properties are still verified in Google Search Console.
With Jumpshot shuttered, where will SEOs get their ‘zero-click’ fix now?
Move is ominous for all companies "aggregating and anonymizing" user behavioral data for third party sale.
Businesses need to think differently about customer feedback data in 2020
Improving the customer experience and improve your business operationally means keeping up with the many ways customers communicate with you.
2020 will be the year to get our data right
A reliable data flow will help automation tools we started to use in past years do their jobs better.
Amazon ad spend rises over Cyber 5, but most efficient sales days still ahead
The five-day stretch from Thanksgiving to Cyber Monday was record-breaking for e-commerce but brands still have more time for profitable sales on Amazon.
Here’s how to set up the Google Site Kit WordPress plugin
Although it may not be ideal for formal data reporting, it is a helpful dashboard to stay on top of site performance metrics.
Parse.ly looks to solve content marketing attribution challenges
A conversions report details which content converts the most users, which content contributes to the most conversions and the types of conversions.
Crawl data analysis of 2 billion links from 90 million domains offer glimpse into today’s web
Data analysis reveals the distribution of PageRank is highly right-skewed meaning the majority of hosts have very low PageRank.
Invoca ‘Signal Discovery’ promises automated optimization from predictive call intelligence
Calls are an important source of first-party data, often neglected by marketers.
Getting started with Google Tag Manager
Here's how you set up a GTM account, create your first tags and triggers, and use the platform to streamline your tracking setup process.
How to track traffic quality and boost conversions
Traffic quality is a key aspect of driving conversions.
Here’s a script to spice up your Facebook demographics reporting
This script pulls a Facebook demographic report and generates a pyramid chart for age/gender performance analysis.