Marketing analytics
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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.
Drive smarter marketing—with data that leads
See how data standards are helping top brands drive agility, efficiency, and measurable ROI in today’s volatile marketing landscape.
LLMs, AI Overviews may be quietly driving homepage traffic
Sitewide clicks are down, but clicks to homepages are up 10.7%. Your homepages may become even more valuable in AI search experiences.
Amplitude brings marketing and product teams together in one platform
Long popular with product teams, Amplitude wants to break down barriers among teams, data and platforms.
What your attribution model isn’t telling you
The best marketers don’t just track – they test, model and optimize. Learn tips for building a future-ready measurement framework.
How smarter campaign modeling and automation drive real marketing ROI
Overcome CRM limitations, fix attribution gaps and unlock true marketing ROI with smarter automation and campaign modeling.
The real reason marketing measurement keeps failing
Attribution and MMMs need to evolve. But without cleaner, more consistent data behind them, they’ll never reach their full potential.
5 suggestions for moving beyond MQLs
MQL is more disinformation than data. Uncover why it fails and how to build smarter, more accurate go-to-market strategies.
As Google brings back cookies, marketers stick with privacy-first strategies
The consensus among marketers is that cookies are the past, and respecting consumer privacy is the future.
Google is keeping cookies in Chrome
The tech giant reverses course on its long-planned depreciation of third-party cookies.
Why don’t martech vendors provide a tool for the metric that matters?
We keep optimizing based on attribution, not impact. It’s time martech tools let us test what really drives incremental results.
Salesforce bets AI agents can solve business leaders’ struggles with data
Salesforce shared a report on how business leaders struggle with data before introducing AI agents for Tableau as a response.
The strategic rise of the marketing analyst in the age of AI
Marketing analysts are evolving from report builders to strategic advisors. Uncover how AI, automation and data democratization are redefining their roles.
How AI is changing the rules of web traffic
Web traffic is changing in ways your analytics may not reveal. Learn how AI impacts site visits, what data you’re missing and more.
The latest trend in martech M&A: Agencies buying data collaboration firms
More data means a more comprehensive view of consumers, which should lead to more effective campaigns. That’s the theory, anyway.
How to use GA4 events to track and measure your KPIs
Google Analytics 4 events let you zoom in on the actions that move the needle for your business. Here’s how.
The smarter approach to marketing measurement
Fragmented data and failing attribution models? Here’s how to flip the script with smarter, privacy-first measurement.
How to understand sessions in GA4
GA4 sessions work differently than in Universal Analytics. Learn the key differences and how session tracking affects attribution.
Why the MQL model is failing B2B marketing and what to use instead
MQLs mislead marketing, misalign sales and fail to drive revenue. Here's why GTM teams must move to causal AI and revenue-centric metrics.
Unlocking the power of marketing mix modeling solutions
MMM’s diverse applications — from budget to media optimization — make it a critical tool for proving and improving marketing performance.
How AI makes marketing data more accessible and actionable
AI-powered insights help you make data-driven decisions instantly, rather than waiting on analysis. Not only do you work faster, you work smarter.
How to resolve unassigned traffic in GA4
Optimize your GA4 data by tackling unassigned traffic. Learn the causes, solutions and actionable steps to improve traffic attribution.
How to promote data literacy in your marketing team
Create accessible reports, tell compelling data stories and build a data-savvy marketing team that drives better results.
Marketing artificial intelligence (AI)
How to clear 5 hurdles to AI adoption in marketing analytics
Tackle key challenges like data complexity, cost and skills gaps with a practical, use-case-driven approach.
Microsoft Clarity launches Google Ads integration
Microsoft Clarity's new Google Ads integration gives marketers visibility into post-click behavior, allowing them to track user interactions.