Google Analytics
Stay up to date with the latest news, tips, and insights about Google Analytics on Search Engine Land, including strategies to optimize your use of Google Analytics 4 (GA4), which replaced Universal Analytics in mid-2024. and the forced migration to Google Analytics 4, starting July 1, 2023, from Search Engine Land.
You’ll find a variety of up-to-date and authoritative resources, including the latest news, tutorials and data to help you work smarter and make better decisions.
Navigating Google Analytics 4 and beyond
The transition to Google Analytics 4 (GA4) marks a significant change in how businesses track, measure, and analyze their website and app data. Search Engine Land offers in-depth insights and strategies to help you adapt to GA4 and leverage its new features for actionable results.
Discover tutorials on using GA4, creating custom reports, and getting the most out of the platform. Stay updated on understanding GA4’s new interface and interpreting its improved insights into customer behavior.
We also cover GA4’s expanded cross-platform tracking capabilities and its emphasis on privacy-focused measurement.
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 practical data blending examples for smarter SEO insights
Here's a step-by-step guide to blending data tables from different tools to uncover valuable new insights using Python (or SQL).
Advanced YouTube tactics: Create custom audiences to pursue, and watch that fine print
In this SMX West session, Joe Martinez shared YouTube ad tactics and advice about targeting: Be leery of default settings and avoid copy and paste campaigns.
Using automation to boost PPC performance
Learn how automating bid management, scripts, error checking, reporting and ad copy can help marketers harness the power of automation to succeed in the fast-paced world of PPC.
Here’s how to use advanced audience tactics in Google and Bing
At SMX West, Christi Olson and Brooke Osmundson covered a variety of ways PPC marketers can use audiences in Bing and Google to improve campaign performance. Here are the big takeaways.
Learn how to manage product unavailability without hurting your SEO
When your e-commerce site has out-of-stock products, here are strategies to manage your indexed pages and turn the customer experience into a sale.
Getting started with Google Search Console
In this first part of our in-depth exploration of the new Google Search Console, we'll explain the overview section, Performance report and URL inspector.
SearchCap: Bing Maps API, Google and YouTube ads and targeted SEO
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Now your Google text ads can show on YouTube search results, tooJan 30, 2019 by Ginny Marvin Google says early tests have shown similar performance results for text ads on YouTube […]
How to know when it’s time to pay for search analytics tools
SEO and search marketing experts offer feedback on when to pay for search analytics tools, factors to consider and making the most out of what you buy.
How to keep your SEO team (and yourself) relevant
Ongoing education, conferences and case study discussions not only help clients but also your own career growth.
Fighting brand fatigue through A/B testing
Here's how an e-commerce business tested different ad copy and images on Facebook to lower their CPA by 70 percent over three months.
SearchCap: Amazon adds acquisition metrics, Google Posts, SMX West starts next week
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Get started with marketing automation–learn the terms you need to know Jan 23, 2019 by Digital Marketing Depot For businesses involved in digital marketing, marketing automation has quickly become a game-changer. […]
How reputation became a major ranking factor in SEO
To stay on top today, you need to be diligent in assessing your site's usability and the quality of its content.
A quick and dirty guide to winning with Gmail ads
In comparison with other ad placements, Gmail ads are less competitive and can help build brand awareness from within a potential customer’s inbox.
Ask an SMXpert: New approaches in customization can build better analytics reports
Data-driven digital marketing expert Simon Poulton outlines opportunities in various solutions to customize dimensions for more focused analytics reporting.
PPC 2018 in Review: These changes will have the biggest impact on advertisers in 2019
Significant shifts toward more automation affected nearly every aspect of the paid search landscape in 2018, and there were other important developments that will have a lasting impact in the new year.
SEO Year In Review: 2018 saw Google updates and a focus on mobile
Here is our recap of what happened in SEO in 2018 - with links and summaries of some of the bigger changes throughout the year in search and SEO.
Google Posts decline in traffic leave many to wonder if strategy is worth the time
After Google Posts moved to the bottom of the Knowledge Panel in September, many are reevaluating the strategy as low-impact.
SearchCap: Google Analytics with Search Console bug & old Search Console reports
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Google to redirect old Search Console reports to new ones Dec. 13 Dec 7, 2018 by Barry Schwartz It’s time to get acquainted with the new Google Search Console reports. Google […]
Google Analytics admin emails sent to Search Console users in latest bug
Google said it has fixed the bug that was active between Nov.12 and 13.
SearchCap: Google Search Console bug, AdStage news & Local Services ads
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Don’t skip these critical recurring SEO tasksDec 4, 2018 by Jeremy Knauff As we near the end of the year, it’s time to review broken links, plugins, functionality and page speed […]
Don’t skip these critical recurring SEO tasks
As we near the end of the year, it's time to review broken links, plugins, functionality and page speed before there is a crisis.
AdStage’s new Join automatically shows Google Analytics, Salesforce data for search, social campaigns
Customers will have full-funnel visibility into how their search and social campaigns are driving sales outcomes, without URL tagging.
Back to basics: How to capitalize on site search insights
Website visitors are leaving many insightful data clues so use them to enhance your content development plan.
8 best online reputation management tools for your brand
As more buyers rely on online research, your brand’s reputation can make or break your business. These 9 handy ORM tools will help.
6 ways to boost organic video results
The importance of video marketing continues to grow and video SEO is an effective way to differentiate your brand and outrank your competitors.
Recovering SEO traffic and rankings after a website redesign
After a review to confirm a drop in traffic, there are some typical problems (like redirects, missing pages and domain issues) that can be fixed to get your SEO back on track.
5 SEO trends that will matter most in 2019
To be atop the waves, think about your SEO strategy in advance. A shortcut to success: get to know the upcoming trends and work out an action plan for each. This year, Google’s shaken the world with its mobile- and speed-related efforts. As a result, most of next year’s SEO efforts are expected in this […]
SearchCap: Google PageSpeed Insights update, exact match PPC & account analytics
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Last chance: Save $450 on a seat at SMX WestNov 12, 2018 by Search Engine Land Results-obsessed marketers are attending SMX® West for actionable SEO and SEM tactics and strategies. Join […]
3 signs it’s time to make the switch to account-based analytics
If someone asked how you track your marketing efforts, how would you respond? Chances are, your answer would sound like a game of martech MadLibs. You’re using Google Analytics, advertising platforms, marketing automation, your CRM and myriad other tools to track, measure and take action on your marketing data. You spend your days building marketing […]
SearchCap: Google seller ratings, complex SEO & local reviews
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Google now shows Seller Ratings by country, changes eligibility requirementsNov 9, 2018 by Ginny Marvin Businesses must have 100 reviews per country to be eligible for Seller Rating. Solving complex SEO […]
Google Ads announces new click-to-message ad features and store visits updates
The features, aimed at helping advertisers "work smarter and exceed your omnichannel goals," were announced at SMX East.
Implementing full-scale cross-channel attribution for enterprise companies
Attribution: it's worth the trouble. Here are your options and everything you should consider when making this big decision.
SearchCap: DuckDuckGo growth, Voice search and Salesforce tools
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: DuckDuckGo reaches 30 million queries per dayOct 12, 2018 by Barry Schwartz DuckDuckGo, the privacy focused search engine, keeps growing steadily. Voice search isn’t the next big disrupter, conversational AI IsOct […]
SearchCap: Moz with STAT & marketing automation
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: The Open Marketing Cloud: Mautic’s flexible, budget-friendly marketing automation platformOct 10, 2018 by Digital Marketing Depot Are you unhappy with your experience or results using one of the legacy marketing automation […]
Updated: The big list of Google Easter eggs
A surprise with each search.
SearchCap: Google’s ad chief exits company, Google Analytics 360, SMX West 2019
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Google Ads chief Sridhar Ramaswamy leaves to join venture firm Oct 2, 2018 by Greg Sterling Ramaswamy will be replaced by Prabhakar Raghavan, Google VP of Engineering for Google Cloud Apps. […]
A basic SEO audit for small businesses
Most small businesses can perform a simple audit and improve their SEO considerably without involving an agency. Ten steps you can take to get started.
SearchCap: Common SEO mistakes, Facebook outage impacts news site traffic & remarketing lists
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Are you guilty of these common SEO mistakes? Sep 24, 2018 by Sherry Bonelli Mistakes happen. When they do, the best response is to learn from your errors, and those made […]
SearchCap: Shoppable Image ads debut at Google, GMB testing new feature, building citations & more
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: New report from MarTech Today: Enterprise Customer Data Platforms: A Marketer’s Guide Sep 14, 2018 by Digital Marketing Depot The customer data platform (CDP) market is expected to generate $1 billion […]
SearchCap: Google’s exact match close variants, EU copyright, Google goofs on hurricane Florence & more
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Play ‘Brand Offense’ to win at search Sep 12, 2018 by Digital Marketing Depot Your brand is constantly under attack by competitors that bid on your branded keywords, interrupting the customer […]