Marketing measurement

Before you back away, no, I'm not trying to turn you into a statistician or build neural networks overnight. Rather, in this article, I'll share how you could prioritize, question, iterate, and optimize your data more effectively—like a data scientist. ...

If you’d like to get started with last-click attribution right away, swipe our free template for Google Sheets. If you want to learn when last-click attribution makes sense and how to make the most of it, keep reading. ...

You’ve probably spent countless hours brainstorming campaigns, perfecting your brand message, and digging into analytics—all to better connect with your audience. Still, the connection is not quite there yet. Why? ...

If you’re not sure what numbers and KPIs you should be looking at or stretching your efforts so thin, but still, you fail to drive business impacts. These are some of the many telltale signs of unclear marketing goals. ...

We analyzed product usage data from 6000 businesses and surveyed 200 marketers globally—both hands-on marketers and managers—to determine how marketing teams use (or misuse) data. And here’s what we’ve learned. ...

Your marketing tasks depend on the type of project you’re working on. Sometimes, you need to focus on social media, other times on ads, and other times on search engine optimization and organic reach. Reporting is the one task you’ll deal with regardless of your project. ...

Picture this scenario: you’re preparing a report for a client or for your CMO who demands straightforward, measurable returns from your paid advertising efforts. You have plenty of data—clicks, impressions, conversions—but somehow, the results still feel blurry. Which numbers actually reflect campaign success, and which are just vanity metrics? If this sounds familiar, PPC metrics are the key to bridging the gap between raw data and tangible value. ...

Marketing attribution isn’t just about tracking the customer journey. Or at least it shouldn’t be. Its whole purpose is to convert findings into actionable insights to drive growth—and that involves communicating attribution insights to leadership. ...

For almost three decades marketers have been relying heavily on third-party cookies to track users across the internet and deliver targeted ads. But now, we’re entering a new chapter without them. Even though third-party cookies have been the talk of the town, they’re just the tip of the iceberg. In this article, I’ll discuss the ...

For an agency, data is an invaluable asset. It helps you prove the value you’re bringing to your clients. Without it, clients may wonder if their marketing budget is well spent—and it’s the last thing you want. In this article, we’ll discuss different ways marketing agencies use data and Supermetrics to land, grow, and retain ...