Get found. Give people a reason to stay.
Explore search demand, content opportunities, the experience on your site, and how emerging search features change discovery.
Digital marketing / Web analytics
Reach the right people. Learn what works.
Practical guidance on finding an audience, improving your website, measuring results, and deciding what to do next.
Explore the topicsFrom idea to insight01 / 04
- 01Find demandSearch, audience and content
- 02Earn attentionPages and experiences
- 03Measure outcomesTraffic, leads and sales
- 04Improve the next moveLearn, test and repeat
A useful marketing plan connects the work you publish with the results you can verify.
01
Find the audience and the question
02
Make the website useful
03
Measure, learn and improve
Explore the work
Marketing and measurement belong together.
Start with the channel or question in front of you, then use the evidence to choose your next step.
See what happens after the click.
Build a reliable view of traffic, behavior and outcomes, then use it to ask better questions about your marketing.
Make it actionable
Field guides for better decisions
Connect marketing goals to useful measures, check what the numbers mean, and act with more confidence.
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02
03
Measurement
Build a GA4 measurement plan people will actually use
A practical framework for turning business questions into GA4 events, parameters, owners, and QA checks.
Attribution
Choose an attribution model without fooling yourself
What attribution models can answer, where they break, and how to make a defensible channel investment decision.
Data quality
A 30-minute trust test for marketing dashboards
Fast reconciliation checks for broken tagging, duplicated revenue, and misleading reporting windows.
From the blog
Ideas to use in your next marketing decision.
How to use Bing Webmaster Tools for keyword research
A practical guide to Bing Webmaster Tools Keyword Research, with a live screenshot, filters, related and question keywords, and a workflow for content planning.
When Google shows an AI summary, where do the clicks go?
A chart and careful reading of Pew's Google search study: traditional-result clicks, AI-summary citations, and what the observed gap means for marketers.
What is marketing analytics? A practical guide with examples
Learn what marketing analytics is, the four types, useful metrics, and a practical process for turning campaign and customer data into better decisions.
What is web analytics?
Web analytics helps you understand how people find and use your website. Learn what it tracks, what the common terms mean, and where to start.
Why don't Search Console clicks match Google Analytics sessions?
Understand why Search Console clicks and GA4 sessions differ. Follow a beginner checklist for dates, traffic sources, consent, and page addresses.
What should your first web analytics dashboard show?
Build a simple web analytics dashboard with visits, completed inquiries, an inquiry rate, traffic sources, and pages. Includes a worked example.