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: 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.
Data-driven attribution: How to think about Google’s default attribution model
While not a silver bullet solution to attribution, a data-driven model provides better insights for advertisers. Learn more here.
Webinar: Why digital changes drive SEO growth
Use data-driven insights to elevate customer experience and search results.
3 valuable Google Analytics 4 reports for SEOs
It's time to set up your SEO reports in Google Analytics 4. Here are three common and useful reports to get started with.
Webinar: SEO metrics and KPIs every marketer should know
This panel of search experts will help you track your SEO performance to know what’s working
SEO and the future world without cookies
As the end of cookie tracking nears, other marketing channels are changing the way they do performance measurement. SEO needs to follow suit.
Webinar: The crucial role SEO plays in digital transformation
Spoiler alert: It starts with people, process and technology.
Google releases simple, centralized tag solution
The new Google tag is an expansion and rebrand of the existing global site tag. It will require less coding and offer new capabilities.
You can change cookie expiration and update settings in GA4
Users can easily make changes and updates to cookies in GA4 in the admin, property column of GA4.
Webinar: Unlock the power of TikTok for your social strategy
Learn how to outperform your competitors.
GA4 now shows Performance Max and Smart Shopping data
Advertisers will have the ability to view and report on PMax and Smart Shopping campaigns under the Cross Network channel grouping.
GA4 brings new and familiar concepts to the future of analytics
Although Google Analytics 4 is a brand new platform that may look and feel different, not everything is unfamiliar.
Google will automatically switch some advertisers’ attribution models
In a bold move, even for Google standards, some advertisers may see their attribution models automatically switched to data-driven.
The role of paid search in attribution
Learn how to measure measure paid search, and its contributions across channels, without getting bogged down by data.
Webinar: Four elements of a powerful, data-driven martech stack
Handle today's demands with tomorrow's plans by using technology that is fast, scalable, elastic and reliable.
Google Analytics 4 adds conversion, bounce rate, and UTM parameters
Bounce rate's back, alright! Three new GA4 metrics are giving advertisers a bit of nostalgia for the good old days of Universal Analytics.
Webinar: Reimagine your customer experience strategy
Learn how one brand boosted its ROAS by 69%.
Google Analytics 4 integration now available for Ads Manager
Advertisers will be able to report on Google Analytics 4 behavioral data across web and app in Google Ad Manager Analytics reports.
How to tell a story with data and elevate your client reporting
Stories sell — whether you're explaining a product or a data set. Learning how to tell a story with data is an important skill for proving your agency's value.