Marketing analytics
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What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Why MMM makes marketers nervous — and why you should use it anyway
Forget the hype and the horror stories. Here’s how to use MMM the right way without turning it into another attribution debate.
Data infrastructure consolidation continues as Fivetran, dbt Labs merge
M&A in the data ecosystem has some concerned about the future of open-source tools.
Mailchimp delivers new toys for retailers ahead of the holidays
Fragmented tools and data gaps make holiday campaigns harder to connect across channels. Mailchimp wants to help.
Marketing artificial intelligence (AI)
AI’s value is measured in outcomes, not adoption
AI powers every marketing workflow — but impact matters more than adoption. Prove performance by measuring lift and validating causality.
How to set up GA4 cross-domain tracking for global and multi-brand sites
Fragmented sessions distort insights. GA4 cross-domain tracking unifies data across brands and regions so marketers, analysts and leaders see the full journey.
Stop making cost per conversion your KPI — here’s what to measure instead
Chasing cost per conversion or ROAS as your KPI leads to underspend. See why conversion volume is a smarter way to scale profitably.
Google expands capabilities of its open-source MMM program
Meridian, released in January, now supports non-media variables, such as pricing and promotions.
How Amazon Ads enables full funnel measurement
With new metrics like MTA, LTS and conversion path reporting, Amazon Ads gives marketers deeper insight into performance across the funnel.
Optimization and personalization
When customers move like starlings — and what it means for segmentation
Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock.
Marketing analytics: What it is and why marketers should care
Turn data into growth. Learn how marketing analytics tracks performance, reveals insights, and drives smarter decisions across all your campaigns.
Enterprise GA4—What to set up, customize, and do next
Unlock the full power of GA4 for enterprise. Learn how to scale tracking, customize reports, and extract insights that drive marketing and business growth.
Designing the GTM model for marketing’s revenue era
Marketing’s next era is revenue-driven. Here’s how to design a GTM model that aligns stakeholders, accelerates pipeline and proves ARR impact.
How to optimize B2B SaaS user journeys with GA4
See how GA4 funnels reveal where SaaS users drop off — and how to fix friction points to improve conversions, onboarding and revenue growth.
Your quick guide to marketing attribution models
Still crediting only the last click? That oversimplifies your funnel. Explore better models to see what’s really working across your channels.
How customer analytics closes the gaps in performance measurement
Go beyond channel metrics. Customer analytics highlights retention, LTV and incremental demand to guide smarter marketing decisions.
Why social video spend gets lost in reports — and how measurement standards fix it
If answering "How much are we spending on social video?" takes hours, your measurement is broken. Smarter standards make spend clear and reporting easy.
Marketing artificial intelligence (AI)
Google says web traffic isn’t declining. Google Gemini and five other LLMs disagree.
Who are you going to believe, Google or six LLMs trained on every piece of data on the planet?
How to turn marketing attribution from a black box into a growth engine
Out-of-the-box attribution models miss critical customer journey data. Here's how a full-cycle tracking approach reveals true marketing influence.
How and why awareness, confidence and trust drive GTM outcomes
Most GTM teams chase activity. The best drive causality. ACT — awareness, confidence, trust — fuels revenue, velocity and AI-era visibility.
Why it’s time to treat AI referrals as their own channel in GA4
AI search visits are hiding in your GA4 reports. A dedicated AI channel can reveal its impact on discovery, engagement and conversions — and help optimize for it.
If you want better outcomes, stop relying on last-touch attribution
The wrong attribution model doesn’t just mislead. It risks your investment and clouds what really works.
Why good marketers think in probabilities, not certainties
Trying to predict marketing outcomes with perfect clarity? That’s a losing game. Think like a statistician instead.
Privacy is the new currency in digital marketing
Free tools come at a price — your data. As third-party cookies vanish, marketers must earn trust through transparency, consent and real value.
Retail media networks: What you need to know
RMNs are a great opportunity for marketers and ad publishers. However, both groups must first resolve significant technological issues.
How to use GA4 annotations to add context and clarity to your analytics
Finally, annotations return to Google Analytics. Use them to capture business context, align teams and speed up your analysis.
Dashboards don’t win games, coaching does
You can tweak the metrics all you want — but if you’re not coaching your team, you’re not changing the game.
The fatal flaw killing your customer data initiatives
Customer data alone won’t drive results. A shift to customer analytics is what turns information into action.
Data clean rooms: What you need to know
Data clean rooms are a great solution to privacy and data sharing issues -- if you find the right one.
Why causal AI works when other forecasting models fail
Causal AI adapts in real time, learning from every shift. Here’s why it outperforms static models when the market won’t sit still.
What’s new and what’s next in GA4
Google Analytics 4 is evolving beyond web analytics into an AI-powered tool for measuring the entire customer journey and improving data quality.
New IAB Framework aims to bring clarity to gaming ads
The framework standardizes game ad campaign metrics and outlines what metrics to expect and what additional data to request.
What your dashboards reveal about channel performance — and what they miss
Not all high-performing channels drive results. Some just show up better in reports. Here’s how to spot the difference and optimize smarter.
It’s time to move on from multi-touch attribution
MTA promises precise measurement, but delivers complexity and confusion. It's time to replace it with incrementality testing and MMM.
CFOs want hard numbers, not brand vibes
Brand spend is no longer safe. Marketers must defend it with data, strategy and CFO-ready evidence — or watch it disappear.
7 vanity metrics marketers should avoid, and 7 to replace them
Forget the low-hanging fruit and reach for the numbers that tell you what's really working.
Adobe introduces LLM Optimizer to help teams improve AI search visibility
Struggling to track how AI tools surface your brand? Adobe’s new LLM Optimizer reveals visibility gaps and delivers instant, actionable fixes.
What are the important metrics to watch as organic search traffic evolves?
You likely won't find one metric to lean on as search transitions to AI-powered answers, but here are 10 to consider.
TransUnion data shows importance of good targeting for ROAS
An analysis by TransUnion shows good targeting has an exponential effect on return on ad spend.
A guide to attribution models in GA4
GA4 attribution models don’t just report results — they influence them. See how model choice impacts marketing strategy, spend and perceived ROI.
How to effectively measure ecommerce using GA4
Google Analytics 4's event-based model can provide the metrics and track the customer behavior that will drive revenue.