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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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?
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.
Microsoft introduces XLOOKUP in Excel – and it’s a big deal for data reporting
The new feature addresses many of VLOOKUP's limitations.
Bloomreach integration for Salesforce Commerce Cloud now available on AppExchange
Bloomreach bsMR users can integrate site search in B2B commerce environments to increase conversions.
Simplifying Google Analytics configuration with Google Tag Manager
Using analytics through GTM allows you to simplify the code in place on your site and quickly set up advanced features like cross-domain tracking.
SMX replay: Create dashboards that inform and persuade
Sam Marsden of DeepCrawl explains how to use data visualization to get faster buy-in from management and stakeholders.
Why search queries and location data could trump polling as political tools in 2020
Location intelligence will be used to identify and target voters, and predict election results.
Conductor adds audience demographics and social media analytics to Searchlight platform
Multi-channel analytics are also available in a closed beta.
Leveraging data science to illuminate the modern consumer decision journey
When analysis of behavior focuses on query relationships, we find searches are seldom linear and occur in clusters that don’t necessarily align with funnel-like behavior.
Static reports are dead: Here’s why you need to move to Google Data Studio
With real-time reporting, interactivity and shareability, dynamic dashboards are a time-saver for marketers and keep clients informed.
How call tracking is becoming ‘conversational intelligence’
Marketers have really only scratched the surface of what call analytics can do.
Using insights to find new audiences to test for awareness campaigns
Learn how to test new audience combinations with the Audience Insights tool in Google Ads Audience Manager.
Making the leap from automatic….to intelligent marketing automation
Why AI is a ‘must-have’ for marketing campaign management
How to know when it’s time to pay for search analytics tools
SEO and search marketing experts offer feedback on when to pay for search analytics tools, factors to consider and making the most out of what you buy.
Riding the wave of AI: Is your marketing campaign as smart as it can be?
AI and machine learning are helping marketers in more ways that you can imagine.
Ask an SMXpert: New approaches in customization can build better analytics reports
Data-driven digital marketing expert Simon Poulton outlines opportunities in various solutions to customize dimensions for more focused analytics reporting.
AI in action
Marketers’ jobs have never been more complex. They have to juggle vendors, evaluate complicated technology, and draw insights from reams of data, all while meeting skyrocketing customer expectations. But artificial intelligence is changing the equation, helping marketers make sense of a deluge of information and effortlessly execute more effective campaigns. Watson Marketing’s suite of AI-powered […]
Analyze data distribution more accurately with time series
Using a time series layer to histograms and box and whisker plot visualizations can add true diagnostic value. This is part three of a three-part series about Bing's data distribution tools.
A closer look at Bing’s box and whisker plots to analyze CPC data
The box and whisker visualization offers a view of both the mean and median along with four quartiles to identify statistical outliers. This is part two of a three-part series about Bing's data distribution tools.