Marketing analytics
MarTech is your source for marketing analytics 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 of editors and research professionals, and subject matter experts from leading brands and agencies.
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3 ways GA4 is way better than UA
Universal Analytics is dead! Here are three reasons marketers should be saying, "Long live Google Analytics 4!"
Diversity and inclusion in marketing
New adtech partnership unlocks inventory for multicultural publications
Basis Technologies and Direct Digital Holdings connect to allow companies of all sizes scale up advertising on multicultural publishers.
The power of predictive analytics: Is the future now?
Learn how to leverage GA4's predictive metrics to forecast customer behavior and inform your marketing campaigns.
KPIs that connect: 5 metrics for marketing, sales and product alignment
Elevate the customer experience through strategic alignment. Unite marketing, sales and product teams with metrics that matter most.
Multichannel attribution: Understanding the metrics behind successful campaigns
Get insights into multichannel attribution, along with key metrics, tools and methodologies for better decision-making.
3 ways MOps can bridge the gap in marketing analytics
Marketing operations teams hold the key to proving marketing ROI and bridging knowledge gaps within organizations.
New GA4 features improve security and report accuracy
Marketers can now redact client-side text and exclude Google data signals from reports and explorations.
Separating fact from fiction: How real are the problems with GA4?
Russ Ketchum, product director of Google Analytics, addresses some of the complaints about GA4 and looks at what changes are coming.
Google apologizes for GA4 data migration confusion
The changes will impact anyone who did not manually opt out of automatically created GA4 properties.
Marketing artificial intelligence (AI)
SAS embraces generative AI for marketing
SAS is the latest major vendor to begin rolling out genAI for marketing. It's emphasizing safe use too.
Universal Analytics still processing data two months after ‘sunset’
UA accounts that are still processing data could be retired at any time, so Google still strongly advises only using GA4.
MarTech’s experts to follow: The lists so far
Who ya gonna call? These folks. From ABM to MOps, here are all the experts you must follow to know what's happening.
GA4 is still stressing out marketers: Here’s why
Despite a year's notice, a lot of companies put off the GA4 migration until the last minute. Now they're trying to understand how to use it.
MarTech’s GA4 experts to follow
If you're working with Google Analytics 4, you know it is both frustrating and useful. Here's our list of experts to follow for help with GA4.
Mastering the art and science of creative analytics
In the new analytics landscape, creative execution emerges as the key optimization lever for optimal brand performance and sales.
How to use the UA 360 features available in GA4
Russ Ketchum, product director of Google Analytics, talks about the UA 360 which are now in Google Analytics 4.
Preparing for marketing mix modeling: What you need to know
Google Analytics 4 is of limited use for attribution modeling. That's where marketing mix modeling comes in.
How to create UA reports in GA4
Russ Ketchum, product director of Google Analytics, talks to us about how to create Universal Analytics-like reports in Google Analytics 4.
How NC Fusion executed its campaign to help girls stay involved in sports
Walk through the entire process -- problem ID, research, channel use and more -- of a campaign to raise issue awareness.
Sprout Social acquires Tagger Media
The deal makes social media campaign management more holistic for brands and agencies using Sprout Social by covering the $21.1 billion influencer industry.
Electrolux’s data and analytics roadmap to improved customer experience
The global brand is breaking down silos and unifying data in order to gain better engagement and grow customer lifetime value.
Marketing attribution & performance management buyer's guide
How to decide if you need a marketing attribution and performance management platform
Implementing an MAPM platform has implications for every aspect of your marketing operations and business. Here's how to know if you need one.
13 enterprise-capable GA4 alternatives
Google Analytics 4's mixed reviews may have you wondering what alternatives there are for large organizations. Start your research here.
Salesforce raising prices next month
Prices are slated to increase an average of 9% on Sales Cloud, Service Cloud, Marketing Cloud, Industries and Tableau.
Universal Analytics is still functional for most users
Almost two weeks after the supposed sunset of UA, the sky is still glowing red.
5 GA4 issues and why they’re a good thing
Critics argue that Google Analytics 4 falls short in many areas. What if these perceived flaws actually contribute to its improvement?
Marketers are having problems with the GA4 user interface
We explore some legitimate complaints marketers have about the new Google Analytics UI.
10 things you hate about Google Analytics 4
Many of you don't like Google Analytics 4 and in responses to our recent poll you told us exactly why.
Here’s why your marketing’s success depends on insights
Learn how validated patterns from customer behaviors and reliable data can drive your marketing strategy and outperform the competition.
Marketers roast Google Analytics 4
Unlucky for some? 13 of the funniest reactions to Google's now mandatory analytics solution.
Universal Analytics dies aged 11: ‘Be brave and be strong’
Heartbroken marketers around the world have been paying their respects after Google decided it was time for the world to say goodbye to UA.
The Universal Analytics shutdown has finally begun
Universal Analytics is officially replaced by Google Analytics 4 but Google has advised that it will be rolled out in stages which is why some data is still accessible.
Most of you have Google Analytics 4 set up but are still learning how to use it
Our poll shows that a majority of MarTech and Search Engine Land readers are ready to grapple with GA4
Why centralizing strategic insights is imperative for CMOs
By taking steps to centralize their insights unit, CMOs will help bolster marketing strategy, innovation and digital experience initiatives.
Early poll results: ‘Kicking and screaming’ about GA4
In less than a day we've gotten hundreds of responses to our question about Google Analytics 4 readiness. And, oh my, are there strong feelings.
15 low-cost alternatives to GA4
GA4 isn't the only sophisticated and inexpensive web analytics tool on the market. Here are 15 others you might want to consider.
Are you ready for Google Analytics 4? Have your say in our poll
GA4 is dividing marketers with many feeling reluctant to make the mandatory switch from Universal Analytics — now it's time to have your say.
How to decide if GA4 is right for you
Google Analytics 4 is a powerful, sophisticated tool. However, it may not be the right one for you. Here's a guide to determining that.
Days before UA sunset most sites still not using GA4
With days to go before Google turns off Universal Analytics, a majority of sites around the world and in the US are still using it.
Looker Studio releases GA4 connector update with 170 new fields
Looker rides to the rescue of the many marketers griping about GA4's lack of data. However, you have to refresh your data sources first.