Google expands Demand Gen tools to drive faster YouTube conversions
Google is enhancing Demand Gen with commerce data and view-through optimization to drive faster conversions on YouTube.
Topic: Multichannel marketing
How to measure Demand Gen creative impact with asset uplift tests
Platform reporting can mislead. Use controlled experiments to validate whether your Demand Gen creative is driving real conversion lift.
Your ROAS looks great — but is it actually driving growth?
High ROAS can hide demand capture, not creation. Use incrementality and marginal ROAS to measure real growth and guide smarter spend.
How to take your marketing measurement from crawl to sprint
Outdated tracking can’t keep up with privacy changes. Unify first-party data, attribution, MMM, and incrementality to measure real impact.
When server-side tagging makes sense for your brand
As data loss grows, brands are rethinking tracking. Explore when a server-based setup delivers cleaner data and stronger ad optimization.
5 priorities for lead gen in AI-driven advertising
Clean up conversion data, simplify landing pages, budget across the funnel, and create assets AI can actually use effectively.
Google, Meta, and the long history of misaligned incentives in paid media
From default settings to reporting, here’s how ad platforms shape performance — often making results look better than they are.
30-day vs. 7-day attribution in Google Ads: What the shorter window revealed
Overlapping attribution can inflate channel performance. Learn how tightening the window reduced overlap and increased ROAS 62%.
Meta introduces click and engage-through attribution updates
Meta’s new attribution updates clarify click-driven and social interaction conversions, giving advertisers better insights for smarter campaign.
The dark SEO funnel: Why traffic no longer proves SEO success
AI drives vendor discovery before Google ever sees the click. Learn how brand mentions, LLM citations, and branded search generate pipeline.
Google now attributes app conversions to the install date
Google's app conversion attribution just shifted from ad click to install date — and it could meaningfully improve Smart Bidding performance.
Why PPC measurement feels broken (and why it isn’t)
As browser restrictions limit identifiers, PPC measurement relies more on redundancy, modeling, and inference than perfect tracking.
Why first-touch analytics matters more than ever for SEO in 2026
AI-driven search is breaking last-touch attribution. First-touch analytics reveals SEO’s role in discovery, influence, and revenue.
Google’s Demand Gen gets more shoppable — and more measurable
Google’s Demand Gen updates make video ads more shoppable and measurable across YouTube and Google.
How to explain flat traffic when SEO is actually working
AI Overviews are reshaping organic attribution. Learn which metrics matter now and how to clearly communicate SEO impact to stakeholders.
AI for video advertising: 5 best practices for PPC campaigns
Nearly 90% of advertisers use AI for video ads. Performance now comes down to creative inputs, data signals, and measurement.
The social-to-search halo effect: Why social content drives branded search
Social content creates curiosity that shows up as branded search. Here’s how to measure and use the halo effect.
Google Ads adds VTC bidding for App campaigns
Google Ads now lets Android App campaigns optimize bidding for view-through conversions, showing a shift toward video-driven performance.
Why click-based attribution shouldn’t anchor executive dashboards
Click metrics tell part of the story, but overreliance skews budgets and strategy. Build PPC measurement frameworks tied to real outcomes.
Google makes incrementality testing easier, cheaper, and faster
Google is lowering the cost of incrementality testing helping marketers of all sizes measure and prove the true impact of their ads.
ChatGPT, LLM referrals convert worse than Google Search: Study
ChatGPT’s shopping traffic is growing fast, but a new study says it won’t catch Google Search in conversions or revenue anytime soon.
LinkedIn Company Intelligence API links ads to pipeline, revenue
LinkedIn’s new API gives B2B advertisers clearer proof of ROI by tying campaign engagement directly to pipeline and revenue outcomes.
SEO at a crossroads: 9 experts on how AI is changing everything
AI is forcing SEOs to rethink roles and tackle new challenges. Here’s what nine leaders say SEOs must do to thrive in the new era of search.
What AI means for paid media, user behavior, and brand visibility
AI is collapsing funnels and changing how ads are discovered. Staying relevant means evolving how campaigns, content, and brand connect.
Google Ads pushes richer conversion imports
Google says richer conversion imports give Google’s AI the signals it needs to improve attribution and drive stronger campaign results.
Call it whatever you want – just don’t call it ‘Answer Engine’
Forget the abbreviation. Your job is still to earn presence and trust in conversational engine results, then make sure that presence pays.
The end of easy PPC attribution – and what to do next
Cookies are disappearing and tracking is fractured. Here’s how to rebuild PPC attribution so you can see what’s really working.
Google boosts iOS App campaigns with new formats, AI tools
Google’s iOS App campaign upgrades help advertisers reach more users, bid more efficiently, and measure results without sacrificing privacy.
3 ways to turn missed calls into conversions with AI Voice Assist
Turn unanswered calls into revenue. Capture, qualify, and convert every lead 24/7 while improving ROI, ad performance, and client satisfaction.
Google Ads adds ‘Branded Searches’ as new conversion metric
Google's latest conversion metric lets advertisers track the brand buzz their ads generate across Search and YouTube.
UTMs for Google Business Profile: Track clicks smarter
Learn how to use UTM parameters to track traffic from your Google Business Profile. Unlock insights, measure ROI, and fine-tune local SEO performance.
The new marketing war isn’t for clicks – it’s for memory
Everything is now opaque. Here's why marketers must shift from chasing visibility to shaping the signals models remember and infer from.
3 ways to make sense of YouTube’s messy attribution
Attribution on YouTube is complicated, but not impossible. Track real impact with smarter data, proxy metrics, and a multi-source strategy.
Retargeting: How brands stay top of mind after you bounce
Learn what retargeting is, how it works, and why it drives conversions. Explore top strategies, real-world examples, and tools to boost ROI.
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.
Dave Davies on LLM content SEO shortcuts, attribution loss, and agentic AI
SMX Advanced keynote speaker Dave Davies shares insights on LLM pitfalls, weird tech gotchas, and why generative engines are the future.
Google Ads best practices: The good, the bad and the balancing act
Challenging Google Ads' best practices is a tough but necessary path to achieve PPC excellence. Here's what you need to know.
How to fix unassigned traffic in GA4
Learn how to classify, track, and manage your web traffic effectively, ensuring your campaign traffic are never in the "Unassigned" category.
GA4 updates: Snapshot templates added, Aggregate Identifiers improved
Google Analytics now offers snapshot templates for faster reporting and uses aggregate identifiers for more accurate Google Ads attribution.
Google Demand Gen get new conversion tracking columns
Google Demand Gen introduces platform-comparable conversion columns meaning more accurate benchmark performance visibility.