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Analytics
56 posts
The big winners and losers in U.S. website traffic over the past year
Google Analytics 4 (GA4) became mandatory on July 1, 2023, when standard Universal Analytics properties stopped processing new…
The SEO warning signs before organic traffic falls
A significant drop in organic traffic is easy to spot. The harder part is recognizing when performance is…
Building an AI agent for ad management: The hard part isn’t the AI
AI agents can analyze paid media accounts, spot problems, and investigate performance changes at a scale a human…
Your paid media ROAS isn’t 5x. Or 2x.
Every performance marketer knows this scenario. The marketing platform, whether it’s Google Ads, Microsoft Ads, Meta Ads, or…
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…
