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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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.
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.