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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5 PPC measurement initiatives to set yourself up for 2025 success
Prepare for paid media challenges with steps to enhance compliance, optimize first-party data, and adopt cutting-edge tracking solutions.
Start 2025 with smarter, more impactful email marketing
With the new year just weeks away, now’s the time to fine-tune your email marketing strategy
In 2025, the AI-infused world will require humans bring strategy and judgement
The new marketer is “Position-less” empowered to achieve unprecedented levels of efficiency, execution, and personalization.
Elevate your data strategy: From cookies to universal consent and preferences
See how cookie preferences and first-party data converge to form unified customer profiles.
How to monitor brand visibility across AI search channels
Uncover the challenges of tracking brand performance in AI-powered search platforms, plus insights to adapt your SEO and digital PR efforts.
Stop killing customer engagement with assembly-line marketing: Embrace position-less marketing
Position-less marketing is the way marketers execute at scale free from marketing assembly line constraints.
Why marketing mix modeling is crucial in 2025 and beyond
Marketing mix modeling is key to achieving marketing efficiency. Learn its benefits for ROI, channel synergy and data-driven decisions.
The state of data collaboration: What’s next for marketers?
Download Lotame’s Global Research Report.
Boost Black Friday sales with the ultimate 85-step campaign checklist
Plan, execute and optimize your Black Friday strategy with Brevo’s comprehensive checklist, covering everything from planning to profit.
Get more out of your webinars and virtual events
Learn how you can seamlessly integrate lead nurturing, personalized follow-ups, and social media to create a successful and scaleable on-demand strategy.
Your audience isn’t who you think — AI knows better
How Artificial Intelligence exposes the flaws in old-school research and measurement, and redefines engagement.
6 outdated AI marketing trends you should retire in 2025
As AI improves, some marketing tactics are falling behind. Discover which AI in marketing trends no longer deliver results and why.
Use AI to supercharge your ABM campaigns
Get actionable tips and real-world examples you can immediately implement in your campaigns for a competitive edge.
The age of personalization: How to prepare when nobody’s prepared
Marketing personalization has never been more important, yet companies are struggling to implement the right strategies.
Compare top marketing automation platforms: A guide for new users and potential upgraders
Learn the strengths of leading vendors like Adobe, Oracle, Salesforce and more.
How to analyze PPC performance metrics
Learn how to effectively interpret PPC metrics to align advertising performance with business objectives and unlock growth opportunities.
7 reasons you can’t rely on third-party cookies
Cookie-reliant measurement is falling short. It's time to diversify your marketing strategy for more accurate attribution and insights.
The ultimate consent strategy for maximizing customer opt-ins
Whether you're looking to fine-tune designs, optimize messaging, or better understand user behavior, this webinar will offer practical insights on how to maximize opt-ins.
5 KPIs to measure paid media success and 5 to measure business success
Boost clarity in your digital marketing strategy by tracking paid media and business KPIs that align marketing success with long-term growth.
How to use Microsoft Clarity for deeper website analytics
Maximize your digital marketing with Microsoft Clarity. Learn how to set up custom events and integrate it with GA4 for richer insights.
First-party data checklist for marketers
Start mapping out what a first-party data strategy looks like for your business.
The future of keyword targeting
Leverage your existing search expertise on a new performance marketing platform.
Google’s Ads Data Hub: What you need to know
Explore Ads Data Hub – Google's tool for privacy-centric advertising insights, data integration, campaign optimization and more.
How to maximize PPC and SEO data with co-optimization audits
Break down the silos between paid and organic search. Discover how co-optimization audits help you uncover valuable insights.
How causal impact studies work and when to use them in PPC
This analysis method lets you evaluate the true effects of your paid media campaign adjustments when other testing approaches fall short.
Google Analytics 4 introduces benchmarking data
You can now compare your performance across key metrics with industry peers, providing crucial context for strategic decision-making.
Google removes Auction Insights from Looker Studio
This removal means you'll need to adjust your fields by September, as several competitive metrics are now only available in Google Ads.
How to use Google Search Console to unlock easy SEO wins
Steps for using GSC to review your traffic, analyze the search landscape and make impactful optimizations for quick results.
How to fix ‘Crawled – Currently not indexed’ error in Google Search Console
Uncover the reasons behind the 'Crawled – Currently not indexed' error in Google Search Console and solutions to get your pages indexed.
5 ways to transform the customer experience with AI
AI offers powerful tools for crafting amazing customer experiences — especially if you run them on a connected ecosystem
Improve your website’s accessibility in just three months
Discover how to balance ideal web accessibility standards with practical implementation
Could your marketing automation be doing more?
Is your marketing automation platform keeping pace? The tools that once drove your success might now be holding you back.
Consumers share what they want from brands
We surveyed over 1,500 consumers to understand what they want from the brands they do business with. Our industry experts break down the trends you need to know.
Position-less Marketers Empowered to Bring the ‘Personal Shopper’ Touch to Online
The Position-less Marketer is fueled to deliver hyper-personalized experiences online at the speed of a consumer's interaction with the brand.
Advanced analytics techniques to measure PPC
Key strategies for consent management, data modeling and non-cookie measurement techniques in a privacy-first world.
The quickstart guide to marketing automation
Start simple, get organized, and take proactive steps to unlock the power of marketing automation for your business.
Data strategies for unlocking customer lifetime value
Discover how predictive analytics and AI convert raw data into actionable insights, eliminate data noise and forecast emerging trends.
CRO for PPC: Key areas to optimize beyond landing pages
Here’s how to increase your PPC conversion rates, reduce customer acquisition costs and apply CRO principles across multiple channels.
How AI is shaping the future of ecommerce advertising
Use AI-powered solutions to drive personalization and boost sales and conversions.