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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Webinar: Kickstart your first-party data strategy
Achieve personalization and more without cookies right when your users log in.
Webinar: 5 CX trends that will shape 2023
Learn the difference between what customers say 'to' you and 'about' you - and why it's important.
13 key SEO metrics to track in 2023
The right SEO metrics to track will depend on your marketing goals. Get started with these useful metrics recommended by top SEO experts.
How to create an enterprise SEO monthly report
An enterprise SEO monthly report has metrics like ROI that your C-suite can understand. Learn how to create an enterprise SEO monthly report.
Webinar: Maximize email engagement and personalization with data
Learn how to deliver hyper-targeted email messaging with personalized content at every stage of the funnel.
Webinar: Keep customers engaged post-holidays and all year long
Build rich customer profiles that you can use to engage customers with highly personalized campaigns.
Webinar: How to make the most out of consumer and social media data
Consumer insights matter more now than ever.
Webinar: 7 ways to keep your customers coming back in 2023
Activate a data-driven personalization strategy that drives meaningful relationship building.
Webinar: Drive smarter engagement across the customer journey
Learn the tools and tactics to execute personalization across channels from a data-first organization.
Webinar: Your winning CTV advertising strategy in 2023
Learn how your business can reach your target audience with connected TV.
How to use RStudio to create traffic forecasting models
Learn the basics of producing time series forecasts in RStudio from your Google Search Console click data.
Webinar: Do more with less to get ahead in 2023
Empower your teams to send less communications and see more results.
5 best practices for tracking offline conversions in Google Ads
Setting up offline conversions for the first time? Here's how to get started while avoiding volatility in your PPC campaigns.
Webinar: It’s time to modernize your online experience
Learn how to create a seamless, scalable, multichannel customer experience that drives real revenue opportunities.
The search marketer’s new imperative: Capturing first-party data
Search has a new responsibility to take its high-intent first-party data and use it across the marketing ecosystem. Here's what that looks like.
10 Google Analytics 4 settings to check before the holiday season
The only way to get a year-over-year comparison of your holiday sales efforts this season vs. the next one is to start configuring GA4 now.
How organizational structure can hurt PPC campaign performance
Are your paid media campaigns stagnating? It's time to look inward. Here are three instances when your organizational structure is to blame.
Webinar: 5 Ways to make CX drive conversions and revenue
Deliver more engaging, personalized experiences.
Webinar: Deliver consistent customer experiences and deeper engagement
Learn how to manage multiple websites to give your customers the best experiences.
Google Analytics v3 Search Console report query data restored
After about a month, Google has finally fixed the bug where query data was not showing in Universal Analytic's Search Console query report.
How to make a Google Analytics 4 custom report in ~30 seconds
With Google Analytics 4 custom reports, you can build out exactly the views of data you need. Learn how to create one in less than a minute.
Psychological profiling for content creation: A deep dive
Having a psychological approach to creating content helps you craft more effective messages to the right audience.
Increase your page rankings and organic traffic with user-generated content (UGC)
See why Google and shoppers prefer the authenticity and trustworthiness of UGC.
Webinar: Use a golden record of data to enhance customer experiences
Learn how to deliver highly-personalized experiences with quality data.
What is a content audit?
Here's what you need to know about content audits, why and when to do one, and tips and tools for getting started.
What is Google’s Looker Studio and how you can use it
Looker Studio lets you create branded data visualization reports and dashboards. Here's everything you need to know to get started.
4 advanced ways you’re not measuring SEO effectiveness – yet
Measure SEO impact beyond basic traffic and keyword ranking. Learn how your efforts are driving actual business outcomes with these metrics.
Webinar: How AI unlocks value from your single source of data truth
Learn how B2C and B2B clients deploy AI to improve customer experiences and achieve greater return on marketing spend.
Revenue optimization: 3 ways to get your advertising efforts right
Any metric outside of revenue is a vanity metric to leadership. Learn how to optimize for what drives pipeline and revenue in advertising.
Webinar: Deliver highly-personalized experiences with quality data
Tune in for ‘golden record’ use cases to drive consumer engagement and ROI.
Google Data Studio now known as Looker Studio
Looker Studio Pro, a paid version, has also been announced.
SEO is math
Looking to prove the value of SEO? Put math behind your budget asks by measuring the traffic potential for an SEO investment.
Google Analytics 4: A breakdown of Demographic and Tech details reports
Google Analytics 4's navigation might look bare compared to Universal Analytics. But here's where you can find hidden reports in GA4.
Webinar: CDP must-haves for your budget
First-party data management strategies that keep your customers' data safe and your business booming.
4 smarter ways to measure SEO effectiveness
Basic SEO metrics aren't effective indicators of success. Here's how to level up your traffic, ranking, conversion and link KPIs.
Top 5 data feed errors that can sabotage your ecommerce campaigns
New research reveals what feed tactics retailers are using to increase their campaign performance – and where retailers go wrong.
Webinar: 5 ways to survive an uncertain economy
Consumer and market intelligence can help you stay afloat.
Webinar: How to choose whether to build or buy with this CDP checklist
Learn first-party data management strategies that keep your customers' data safe and your business booming.
Webinar: Harness first-party data for conversion
Learn how Hearst maximizes the power of audience intelligence to drive growth.
How to optimize PPC reporting for ad creatives
Here's how to develop a creative reporting strategy for PPC to wow your clients and enable your creative team to do their best work.