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Analytics
10 posts
What 4 AI search experiments reveal about attribution and buying decisions
AI search influence didn’t show up in our SEO reports or AI prompt tracking tools. It showed up…
Why PPC measurement feels broken (and why it isn’t)
If you’ve been managing PPC accounts for any length of time, you don’t need a research report to…
How PR teams can measure real impact with SEO, PPC, and GEO
PR measurement often breaks down in practice. Limited budgets, no dedicated analytics staff, siloed teams, and competing priorities…
Why first-touch analytics matters more than ever for SEO in 2026
Throughout 2025, SEO professionals reported the same story to leadership: organic traffic was down, clicks were declining, and…
Peter Drucker warned us. Positionless Marketing is the answer by Optimove
Five days compressed into five minutes. Six weeks into six days. These aren’t marginal improvements. They’re what happens…
Not all MMM tools are equal: Meridian, Robyn, Orbit, and Prophet explained
Marketing mix modeling (MMM) has shifted from an enterprise luxury to an essential measurement tool. Tech giants like…
A 5-step framework for year-end PPC reports that resonate with leadership
The new year is here, which means it’s time to deliver your end-of-year (EOY) PPC report. But an…
How Bayesian testing lets Google measure incrementality with $5,000
Incrementality testing in Google Ads is suddenly within reach for far more advertisers than before. Google has lowered…
How to use Google’s Channel Performance report for PMax campaigns
For years, PPC advertisers have considered Performance Max (and Smart Shopping before it) to be a black box,…
The brand-to-links ratio revolution
We all know that backlinks are important. But as search engines become smarter, it’s important to look at…