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Analytics
52 posts
Microsoft Clarity AI Scrape-to-Referral insights report
Microsoft Clarity has added another new AI metric, this one is called AI Scrape-to-Referral insights. It puts a…
How to use MCP to get more data from the tools you already use
Model Context Protocol (MCP) makes it easier to work with the data already sitting inside your SEO and…
A 5-layer framework for measuring AI search performance
AI search is influencing buying decisions before prospects reach your website, making traditional traffic and attribution metrics less…
Microsoft Clarity adds branded and non-branded AI queries
Microsoft has updated its analytics tool, Clarity, to add branded and non-branded breakdowns to the AI Citations dashboard and AI…
Attribution vs. incrementality: Why you need both
Incrementality and attribution are two approaches to measuring marketing performance that are frequently discussed as though they are…
How SEO reduces blended customer acquisition costs
For every dollar you spend on SEO, how much do you get in return? Impressions, clicks, rankings, and…
How to report PPC performance without lying to yourself (or your boss)
Early in my career, I was responsible for reporting metrics for a company’s homepage. A member of the…
How to report SEO results executives actually care about
I’ve sat through enough client meetings to know what happens when the SEO team leads with rankings. They…
How ad platforms count and report conversions differently
If you run paid media, you already know the feeling. Google Ads says you drove 400 conversions last…
How to justify GEO investment without perfect attribution
My 8-year-old daughter desperately wanted a Nintendo Switch. Her evil parents refused to buy it for her. She…
