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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Google rolls out Search Ads 360 integration for Google Analytics 4
The integration may help contextualize data to enable more efficient campaigns as well as time savings.
Why I’m glad third-party cookies are dying
Third-party cookies have never been a good way to demonstrate value – not value as most businesses define it, at least.
Don’t miss out on what your customers actually want
How marketers can use consumer research to get insights.
Google launches new Google Analytics 4 home page
The new GA 4 home page provides more personalized content, the company says.
New content analytics coming soon to LinkedIn
Have you been patiently waiting for better content analytics from LinkedIn? Soon you’ll have more Post insights.
Google releases Data Studio Dashboard for Web Stories
Want more insights about how your Google Web Stories are performing? Google has the Data Studio report you need.
Avoid an identity crisis by getting to know your customers
In this webinar, learn how to overcome the loss of third-party cookies by connecting the dots on your customers' identities.
You can now link Google Analytics 4 to Google Search Console
The ability to associate GA4 and GSC properties gives SEOs more time to assess GA4’s capabilities ahead of the eventual deprecation of Universal Analytics.
Google Analytics vs. Google Analytics 360
Learn about the pros and cons of upgrading to Google Analytics 360
What digital marketers should know about Google Analytics 4
Data is collected differently, stored differently, and even visualized differently. All of this change can be frustrating, but GA4 is quite a bit more advanced than the previous version.
Harry, yer a [reporting] wizard; Monday’s daily brief
Plus, how to overcome pretty much any SEO issue and see results
Built on GA4, Google announces the new Analytics 360
New features include the ability to create product line sub-properties, custom user roles and larger caps on dimensions, audiences and conversion types.
Google tackles pollution and competitors with Maps updates; Thursday’s daily brief
Plus, the hallmarks of bad content marketing.
Google Analytics 4 updates include data-driven attribution, machine learning models to fill in measurement gaps and a Search Console integration
Google hasn’t said when it will deprecate Universal Analytics, but the updates and language in the announcement suggest that search marketers should prepare for the change.
What do new pans have to do with attribution?; Friday’s daily brief
Plus, new reporting in Google Ads and new Yelp attributes
Key trends in PPC, reporting and analytics in 2021 and beyond
With COVID shifting consumer behavior in 2020, use these trends from speakers at SMX Report to find equilibrium in 2021.
How agencies use call tracking to become indispensable to clients
Call tracking has helped agencies better position themselves as strategic business partners. And as the technology continues to evolve, it will become a point of differentiation for many agencies
Selecting better KPIs for your business: What to consider and how to bolster your most important metric
It all comes down to what stage your business is at, its goals, and identifying the supporting metrics that can help you get there.
What can 129 million calls tell us about inbound marketing? A lot, it turns out
We analyzed more than 129 million calls across 12 industries to understand inbound marketing’s impact on generating calls from leads
How to get started in Google Analytics 4
Transitioning from Universal Google Analytics to Google Analytics 4 can seem daunting, but if you start to organize your data strategy now, the transition can be seamless and easy.
2021 outlook for digital marketing agencies: the future is bright
The ability to prove the value they're creating for clients is contributing to agencies' resilience in 2020 and a positive outlook for next year.
Why empathy is about meeting the customer on their terms
Centralizing decisions and basing actions on context is key to delivering real value for your customers.
Adopting a CDP is just the beginning: How Fingerhut’s parent planned a successful onboarding process
From tapping internal resources to building off quick wins, Bluestem Brands' CDP champions slowly began to realize the tool's potential.
How a well-oiled marketing operations machine drives business forward
It's more than dashboards and automation: An eye on go-to-market strategy and empathy for the marketing team are key.
Concrete steps marketers should take now to get ready for CA’s CPRA in 2023
The California Privacy Rights and Enforcement Act won't take effect for two more years, but don't wait to prepare.
Building connections between siloed channels, technologies and teams
Integrate CMO Deb Wolf shares her views on the challenges facing today's marketers and the ways they can be overcome.
How VF Corp made the single customer view a reality
The parent company of brands like Timberland, Vans and Smartwool describes the strategic approach it took to implementing a Customer Data Platform.
CDPs “very important” for getting value out of customer data, say 58% of marketers surveyed
A recent study fielded by Advertiser Perceptions for Treasure Data provides myriad insights on how marketers are using Customer Data Platforms.
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.