Marketing analytics
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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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Why direct traffic in GA4 isn’t what it looks like
Direct traffic isn’t always intentional. In GA4, it often captures missing referrer data, untagged campaigns and AI-influenced visits.
The era of data dominance is over, and it didn’t last very long
Data was the new oil, but context is the new refinery. Because without a refinery, oil is just a smelly, toxic mess that often brings more harm than good.
Google launches no-code Scenario Planner built on Meridian MMM
Google’s Scenario Planner gives you a no-code way to turn Marketing Mix Model insights into budget and ROI decisions.
If your measurement strategy delays decisions, it’s broken
When attribution, incrementality and MMM disagree, teams freeze. Growth comes from acting with confidence, stacking small gains and validating impact in the P&L.
ActiveCampaign’s latest move signals the era of self-driving campaigns
The purchase of Feedback Intelligence shows that learning, self-correcting AI agents are redefining how modern campaigns are built and measured.
AI could unlock $32B for marketers, if we fix measurement first
When channels can’t be measured, they get underfunded. Bias in today’s models limits growth. Here's why better foundations matter more than new tools.
75% of marketers say their measurement systems are falling short
Marketers are shifting from patching legacy models to rebuilding measurement around speed, strategy and trust — and AI is at the center of it.
Marketing artificial intelligence (AI)
Why AI visibility can increase direct traffic even when nobody clicks
Seeing a spike in direct traffic you can’t explain? It’s not a glitch. Here’s how to prove AI visibility is driving brand recall — even when you don't get the click.
How smart leaders use marketing metrics to navigate uncertainty
Marketing metrics aren’t a pass fail test but a navigation system for making better decisions in an unpredictable market.
You no longer have to choose between insight and impact
AI is eliminating the either/or of qualitative depth and quantitative scale, giving marketers a new way to understand people and performance at once.
The free AI tool that exposes messaging gaps on your site
NotebookLM’s Audio Overview lets marketers hear how their site lands with fresh eyes — revealing the gaps that cost attention, trust and conversions.
IAB launches Event and Conversion API to standardize advertisers’ shared data
The new ECAPI spec aims to simplify how advertisers share marketing outcomes with platforms, for cleaner data, easier integrations and smarter AI optimization.
Why engagement metrics matter more than sessions in AI search
Sessions don’t tell the full SEO story in AI search. Engagement metrics reveal whether content actually satisfies user intent.
How to tell if you have too many tools in your stack
Marketing stacks with too many underused platforms are adding cost, complexity and drag where efficiency was promised.
5 ways to improve marketing measurement in 2026
Can your measurement systems stand up to leadership’s toughest questions about impact, incrementality and decision-making?
Marketing mix modeling has a usage problem, not a tech problem
Marketing mix models often fail because insights stop at analysis. Here's what it takes to turn MMM into a decision-driving capability.
Marketers are drowning in data but starving for insight
Marketers are buried in dashboards and metrics but still struggling to answer the most important question — what’s actually working?
GA4’s Advertising Snapshot shows why last-click attribution no longer fits AI-led journeys
GA4 gives a clearer view of how channels shape discovery and intent across complex user paths – revealing value that last-click reporting misses.
Customer journey orchestration
The new era of customer journeys is co-created, adaptive and AI-powered
AI is enabling a new kind of marketing with fluid, customer-led journeys for companies like Ally Financial and Warby Parker.
How GA4 records traffic from Perplexity Comet and ChatGPT Atlas
AI browsers disrupt how GA4 records referral data, obscuring traffic sources and discovery patterns. Find out how to track them accurately.
Winning executive trust in the move beyond marketing attribution
Moving past attribution can feel risky, but staying stuck is worse. Reframe marketing measurement to reflect real buying behavior and business impact.
Why server-side tracking is making a comeback in the privacy-first era
As ad blockers and privacy laws disrupt client-side tracking, marketers are shifting to server-side methods for cleaner, more reliable analytics.
How to make sense of all that marketing data
Anssi Rusi, CEO of Supermetrics, discuses how marketers can survive the wave of data washing over their teams.
Marketers say their trust in measurement is stalled
More data doesn’t mean more effective measurement, as multiplying channels and touchpoints lead to more chaos than answers.
Why MMM makes marketers nervous — and why you should use it anyway
Forget the hype and the horror stories. Here’s how to use MMM the right way without turning it into another attribution debate.
Data infrastructure consolidation continues as Fivetran, dbt Labs merge
M&A in the data ecosystem has some concerned about the future of open-source tools.
Mailchimp delivers new toys for retailers ahead of the holidays
Fragmented tools and data gaps make holiday campaigns harder to connect across channels. Mailchimp wants to help.
Marketing artificial intelligence (AI)
AI’s value is measured in outcomes, not adoption
AI powers every marketing workflow — but impact matters more than adoption. Prove performance by measuring lift and validating causality.
How to set up GA4 cross-domain tracking for global and multi-brand sites
Fragmented sessions distort insights. GA4 cross-domain tracking unifies data across brands and regions so marketers, analysts and leaders see the full journey.
Stop making cost per conversion your KPI — here’s what to measure instead
Chasing cost per conversion or ROAS as your KPI leads to underspend. See why conversion volume is a smarter way to scale profitably.
Google expands capabilities of its open-source MMM program
Meridian, released in January, now supports non-media variables, such as pricing and promotions.
How Amazon Ads enables full funnel measurement
With new metrics like MTA, LTS and conversion path reporting, Amazon Ads gives marketers deeper insight into performance across the funnel.
Optimization and personalization
When customers move like starlings — and what it means for segmentation
Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock.
Marketing analytics: What it is and why marketers should care
Turn data into growth. Learn how marketing analytics tracks performance, reveals insights, and drives smarter decisions across all your campaigns.
Enterprise GA4—What to set up, customize, and do next
Unlock the full power of GA4 for enterprise. Learn how to scale tracking, customize reports, and extract insights that drive marketing and business growth.
Designing the GTM model for marketing’s revenue era
Marketing’s next era is revenue-driven. Here’s how to design a GTM model that aligns stakeholders, accelerates pipeline and proves ARR impact.
How to optimize B2B SaaS user journeys with GA4
See how GA4 funnels reveal where SaaS users drop off — and how to fix friction points to improve conversions, onboarding and revenue growth.
Your quick guide to marketing attribution models
Still crediting only the last click? That oversimplifies your funnel. Explore better models to see what’s really working across your channels.
How customer analytics closes the gaps in performance measurement
Go beyond channel metrics. Customer analytics highlights retention, LTV and incremental demand to guide smarter marketing decisions.
Why social video spend gets lost in reports — and how measurement standards fix it
If answering "How much are we spending on social video?" takes hours, your measurement is broken. Smarter standards make spend clear and reporting easy.