When paid media optimization starts working against you
Cheap clicks can look efficient while producing weaker results. Learn how to connect paid media to sales, revenue, and profit.
Topic: Marketing metrics
What six perspectives reveal about demand generation in AI search
SEO, PR, analyst relations, and publishers are solving the same AI measurement problem from different angles. Here's what they agree on.
Google expands Brand Lift Studies with enhanced measurement option
Advertisers can now choose between standard and enhanced Brand Lift Studies, trading a higher budget for more sensitive campaign measurement.
How to move beyond lead volume in B2B PPC
The longer the sales cycle, the less lead volume tells you. Build a feedback loop that helps Google Ads optimize for qualified opportunities.
How to measure prompt-level visibility in AI search
You can't measure every AI recommendation, but you can build a reliable picture of your brand's presence. Here's how.
The problem with AI share of voice and 3 metrics that matter more
Many AI visibility platforms extrapolate from a small subset of prompts. Explore three metrics designed for an infinite-query environment.
Why your B2B PPC metrics may be lying to you
More conversions and higher ROAS don’t always translate to more pipeline or revenue. Here’s how to measure incremental value more accurately.
Google Ads adds “Association” metric to Brand Lift Studies
Google Ads’ new Association metric shows how consumers link brands to key attributes, bridging awareness and consideration.
New to PPC? 7 tips to build skills and confidence fast
Cut through PPC complexity with practical tips on testing, AI, and reporting so you can make smarter decisions from day one.
Why share of search matters more than traffic in the AI era
As AI reduces clicks and fragments discovery, share of search offers a clearer signal of brand demand and competitive momentum.
How to measure your AI search brand visibility and prove business impact
Your brand’s presence in AI answers shows real influence. Track visibility, benchmark competitors, and connect it to business growth.
Share of voice: Why it matters for your brand and how to own more of the space
Share of voice shows how your brand stacks up. Learn how to calculate it, why it matters for SEO and marketing, and how to grow your digital presence.
Why a lower CTR can be better for your PPC campaigns
High CTRs don’t always mean success. Focusing on qualified clicks and impression-based metrics can lead to stronger ROI and conversion rates.
Your ads are dying: How to spot and stop creative fatigue before it tanks performance
Falling CTRs, rising CPCs, and shrinking reach signal creative fatigue. Learn how to spot it early and use data to extend your ads’ lifespan.
How to know if your GEO is working
GEO performance comes down to proof. Share of search, buyer intent, and prompt visibility show whether your strategy is creating real demand.
Share of search: Measure your brand’s visibility in the SERPs
Share of search tracks your brand’s search demand vs. competitors. Learn why it matters, how to measure it, and tips to boost your market visibility.
Thriving in the AI era of search: Realign, measure, collaborate
Stay ahead in AI-driven search: realign your career, break silos, and measure outcomes to make your SEO strategies count.
When clients ask “Did it work?”—here’s your answer
The Cross-platform Measurement How-to-Guide helps agencies turn campaign metrics into client-ready insights.
LTV:CAC explained: Why you shouldn’t rely on this KPI
LTV:CAC isn’t always the best metric for PPC. Avoid pitfalls that can lead to misguided budget decisions and overestimated profitability.
What is an ad impression and why are they important to track?
An ad impression is counted each time your ad is shown to a user. Learn why they matter in this guide.
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.
12 SEO metrics to add to your digital PR measurement program
Uncover insights to better understand your audience, optimize content and quantify PR impact by adopting these essential SEO metrics.
Google explains why Ad Strength is ‘so important’ as it addresses industry concerns
Here's the role Ad Strength should really play when it comes to building your Google Ads campaigns.
Who won: Measuring the most effective Super Bowl 2024 Ads
Learn the top Super Bowl ads according to metrics like emotional impact, brand awareness, and engaged-view conversions.
Setting PPC goals: How to tailor KPIs and metrics for each funnel stage
Struggling to show ROI for your PPC campaigns? Here's how to set KPIs and metrics tied to business goals for each marketing funnel stage.
Moz debuts new metric, Brand Authority, to measure brand strength
Online brand strength is calculated as a score between 1-100. The metric is meant to capture broad signals of an brand's influence.
Keyword difficulty in SEO guide: Everything you need to know
Here’s what keyword difficulty means for SEO, how the score is measured and tips for using it to get better results.
Search ad conversion rates down, cost per lead up in 2023
While CPCs increased, a drop in conversion rates resulted in higher CPLs in the 23 industries analyzed in this report.
Facebook CTR Calculator
Last updated April 2023 Use this Facebook CTR Calculator to work out the click-through rate of your posts or ads on Facebook. You can also use it to work out the number of impressions and link clicks you would need to get a specific click-through rate. Feel free to experiment with different scenarios using our […]
7 proven methods to explain the value of SEO
Reporting on these seven metrics and providing proper context can increase SEO's perceived value to your stakeholders.
Level up your video game ad strategy: A guide to measuring success
Game on: Understanding what KPIs to focus on for a successful video game ad campaign.
How your ad position and CTR impact conversion rate
Learn how to use your keyword ranking and click-through rate data to improve the performance of your paid search campaigns.
Email Marketing Calculators
Whether you are working out your Open Rate from MailChimp, or your CTOR from Adestra we’ve got a calculator for you. Most of these stats are readily available from the email platforms built-in analytics. However, for your convenience, we’ve made them all available here. The below list of calculators is being updated on a continual […]
Open Rate Calculator
We have provided a useful online Open Rate Calculator below to work out the Open Rate of your email campaigns. You can also derive the number of people you need to open your email in order to hit a target Open Rate, as well as the number of delivered emails. Feel free to experiment with […]
Soapbox: Why I’m so glad Google ended our relationship with Average Position
It was not a reliable indicator of how well ads were positioned and even more important, we shouldn’t rely on a single metric to make decisions anyway.
CTOR Calculator (Click-To-Open Rate)
We have provided a useful online CTOR Calculator below. You can use it for free to work out your Click-To-Open Rate. You can also use it to derive the number of people needed to click on your email in order to hit a target CTOR, as well as the necessary number of email opens. Feel […]
Facebook Cost Per Result Calculator
We have provided a useful Facebook Cost per result Calculator below. Use it to work out your cost per result on Facebook as well as derive the total results and spend you would need to get a specific Cost per result. Feel free to experiment with different scenarios in order to help you better understand this metric. […]
What Are The Main Types of Digital Marketing Metric?
Being able to track digital marketing directly is what so strongly distinguishes it from offline marketing. Whereas newspaper, TV, radio, and outdoor ads only estimate viewership and effectiveness, online advertising can tell you how it performed, and right away. Yes, there are discrepancies in online advertising reporting, and yes attribution to traditional marketing channels has […]
ROAS Calculator
Last updated November 2023 We have provided a helpful ROAS Calculator below to work out your Return On Ad Spend. ROAS, along with CPA and Conversion Rate, is a core metric for any online advertising campaign. Use our ROAS calculator to compare the results of different campaigns, creatives, or ad platforms. Alternately, experiment with it […]
PPC’s #fakenews: 9 ways bad numbers might look good
Did you know it’s super-easy to fake your way to seemingly good PPC performance? Contributor Andreas Reiffen shares multiple ways to arm yourself against the pay-per-click version of “fake news.”