Analytics & Data
Learn how to use analytics tools to measure your website traffic, marketing and advertising campaign results, and much more.
Google Analytics Adds App Conversions To Cross-Channel Reports
Google Analytics now supports app conversions in its performance and attribution reports.
AI Agents Won’t Fix Bad Audience Data, They’ll Amplify It
AI models are everywhere. The data you feed them isn’t. Mallory Gray of Skydeo explains why audience signals, not mention counts, decide who buys.
Search Console Uses Block Flattening For AIOs, Forget Position & Focus On Outcomes
Block flattening can make weak AI Overview visibility look like a top ranking, so measure visits and conversions to assess search performance.
AI Agents Will Game Your SEO Metrics, MIT & Stanford Research Points To The Risk
AI agents find the cheapest route to any target you set. Research from MIT and Stanford shows why SEO teams need metrics agents can’t fake.
Google Analytics Hostname Filters Can Now Allowlist Your Domains
Google Analytics supports Include data filters for hostnames, so a property can keep event data from approved domains instead of excluding spam one by one.
What Wikipedia Reveals About AI Overviews And Web Traffic
A University of Washington paper estimates AI Overviews reduced search referrals to Wikipedia by about 5%, a metric Google disputes.
ChatGPT, Gemini & Claude Lead AI Visibility, Is It Time To Stop Tracking Perplexity?
Giving Perplexity less weight in AI search tracking can prevent distorted visibility scores without erasing useful competitive signals.
Brands Are Tracking AI Visibility, But Are They Measuring The Right Things?
AI visibility tools track brand mentions and citations, but marketers need outcome data to know what those movements mean and what to do next.
When Attribution Looks More Precise Than The Data Behind It
Modeled data now fills the gaps left by signal loss, and mistaking estimates for measurements can lead to costly budget misallocation.
Product Pages Get 24% Of AI Citations, Reddit & YouTube 4%
Ten Speed’s citation study shows product pages beating Reddit nearly six to one for B2B buyers, verified only after six pointed fact-check questions.
The Technical Signals AI Search Uses That Most SEOs Still Aren’t Optimizing
Getting cited in AI responses is the easy part. Our audit of 50 major websites shows where real AI readiness begins.
How To Track Google AI Mode Traffic In Search Console
Search Console hides AI Mode query data by default. This breakdown compares four extraction methods, including a free ML-powered tool.
The GEO Trust Gap: SEOs Want The Data, But Not The Platforms Selling It
Practitioners value AI visibility data highly and won’t fund the platforms selling it. New survey data on what’s actually blocking the category.
Microsoft Clarity Now Separates Branded And Non-Branded AI Citations
Clarity now splits AI citation queries into branded and non-branded. The two mean different things, and only one counts as discovery.
AI Referrals Are Recreating The Oldest Mistake In Conversion Optimization
If you run CRO or SEO, the oldest mistake in your discipline just came back wearing a new referrer string. Here’s the fix.
Google Now Reports AI Search Impressions. Here’s How To Read Them
Comparing which pages Google uses in AI answers against how they rank conventionally is where the new Search Console report earns its keep.
Designing A Measurement Framework Before You Touch GA4
Transform your Google Analytics 4 data into actionable insights with a solid measurement framework as your foundation.
How To Track AI Traffic In GA4 Without Undercounting It
GA4’s AI Assistant channel fragments traffic from a single source into three separate channels, making your AI referral numbers quietly wrong.
Your Younger Audience Is Declining Faster Than It Looks
Platforms lost younger audience share, too. Publishers still have the bigger problem. The data explains why.
Habitual Publisher Traffic Is Collapsing
Examine the decline of traditional publisher traffic as AI gains prominence. What does this mean for the future of content creators?
Build A Live Data Stack With MCP For Smarter Campaign Performance
Stop copy-pasting reports into ChatGPT. Build an AI stack with live data access, behavioral consistency, and team collaboration instead.
The Consensus Gap
A brand can look dominant in an aggregate AI dashboard and be invisible in two of three engines. Here’s the data that proves it.
New Optmyzr Data: Google Ads Engagement Jumps While Efficiency Stays Flat
Google Ads CTR is rising, but conversions remain flat. New Optmyzr data explains why performance is shifting and what it means for advertisers.
Reporting Uncertainty Without Losing Credibility
Communicate what your data can and cannot prove to avoid costly decisions driven by incomplete insights.
Google Analytics Launches Scenario Planner and Projections
Google Analytics launched Scenario Planner and Projections to help advertisers forecast performance, optimize budgets, and plan cross-channel media spend more strategically.
How To Prove PR Business Value With UTM Parameters & GA4
Here’s how UTMs and GA4 can prove earned media’s revenue impact in an AI-driven, zero-click world.
The Science Of How AI Pays Attention
An analysis of 1.2 million ChatGPT citations reveals why AI favors front-loaded, entity-rich, definitive writing over traditional “ultimate guide” formats.
Why Your SEO KPIs Are Failing Your Business (And How To Fix Them)
Break the habit of reporting easy metrics and adopt KPIs that reflect how growth actually happens today.
How To Track User Journey In GA4 To Make SEO Wins More Visible
User-behavior insights from GA4 help prioritize the improvements that drive measurable gains instead of surface-level traffic wins.
Why Is Organic Traffic Down? Here’s How To Segment The Data
A strategic framework for diagnosing organic traffic drops by separating tracking, brand, and SEO issues through smart data segmentation.