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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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.
Audience targeting is direct mail’s top advantage
Marketers are leveraging direct mail’s offline data to fuel digital prospecting and customer acquisition campaigns.
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.
Is bad customer data sabotaging your marketing efforts?
Tired of dirty data? Discover the power of data standards.
5 ways loyalty programs help you maximize profits
Loyalty programs are a great way to grow revenue for your business. Get an understanding of the types of loyalty programs, their strengths and more.
Target audiences precisely to maximize reach and reduce spend
Don’t let inefficient audience targeting prevent you from leveraging the greatest ad unit ever invented.
How to evolve your PPC measurement strategy for a privacy-first future
Overcome cookie limitations, leverage first-party data and implement diverse attribution methods for accurate insights.
Avoid customer journeys becoming a bad trip – be position-less
Tools like AI-led journey orchestration are akin to air traffic control and empower marketers to optimize thousands of journeys simultaneously.
5 new features coming to Google Analytics 4
GA4 updates include cross-channel reporting and budgeting, a dedicated AI engine and support for the Chrome Privacy Sandbox.
4 key actions for fostering customer loyalty
Loyalty is becoming increasingly valuable with 63% of consumers willing to pay more to shop with brands they are loyal to.
Accurate tracking data: The key to optimal ad performance
Optimize your ad campaigns by addressing data inaccuracies. Leverage conversion APIs for more accurate tracking and better performance.
Beyond personalization: Mastering the win-win
Successful brands approach personalization as a reciprocal exchange to build stronger connections, drive business growth, and enrich the lives of customers, no matter their age.
How to win Black Friday and Cyber Monday in 2024
Explore tactics to ensure the best performance for your Black Friday and Cyber Monday campaigns.
The path to personalization: A roadmap for marketers
There's a clear connection between personalization and revenue. Where is your organization on the journey to delivering personalized experiences to its customers?
Cut through inbox clutter with personalized, high-impact email
As email volumes continue to rise and click-through rates decline, creating personalized, engaging content that resonates with your audience is crucial.
How to create and configure custom dimensions in GA4
Get more granular site analytics by creating custom dimensions in Google Analytics 4. Here's how to set them up through Google Tag Manager.
Your guide to Google Analytics 4 attribution
Understand how attribution in GA4 works – session, user, and event scopes, modeled and blended data, and much more.
The autonomous marketing revolution: Navigating the new frontier of brand engagement
Martech is transforming from human-driven tools to engines that autonomously feed on data to deliver results. Here's what that means for your business.
Being position-less secures a marketer’s position for a lifetime
Clearing up any confusion around the term Position-less Marketer.
How to archive your Universal Analytics historical data
Time is running out to save your Universal Analytics data. Follow these steps to archive historical analytics before the July 1 deadline.
Google delays third-party cookie phase-out to 2025 (maybe)
For the third time, Google has postponed the anticipated deprecation of third-party cookies in its Chrome browser.
How to adapt your marketing for the new era of data analytics
Having a vision for your data is critical for any marketing strategy. And building a trusted data foundation is the first step in executing on that vision.