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: 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.
Your guide to Google Analytics 4 attribution
Understand how attribution in GA4 works vs. Universal Analytics and what the differences mean for conversion tracking.
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.
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.
Google Search Console Insights now supports Google Analytics 4
Previously if you only had GA4 set up for your site, Search Console Insights would not work but now it does.
How to migrate to Google Analytics 4: A step-by-step guide
Learn the major phases, and changes to common UA features and data points, you’ll need to know when migrating to Google Analytics 4.
Forecasting web traffic using Google Analytics and Facebook Prophet
Learn how you can predict traffic changes and forecast when periods of stagnation or negative growth are to be expected.
Webinar: Work smarter, not harder, to give customers what they want
Use data to create next-level customer experiences at scale.