Marketing That Clicks topic archive
More practical articles about analytics & attribution, strategy, implementation, measurement, and performance.
Google’s new Data Strength Uplift Metric estimates conversions recovered through first-party data. Learn how to interpret it without confusing modeled recovery with causal lift.
Merchant Center now reports how products appear in AI Mode and AI Overviews. Learn what the metrics mean, what they omit, and how to turn them into action.
Meta incremental attribution aims to optimize toward conversions caused by ads, not merely credited to them. Here is how to test it responsibly.
GA4 now supports custom integer lookback windows for click-through and engaged-view conversions. Learn how to select a window using real conversion-lag data without inflating credit.
Meridian GeoX is Google’s open-source framework for publisher-agnostic geo experiments. Learn how to define markets, treatments, outcomes and decision rules before testing.
Qualified Future Conversions use AI to connect upper-funnel exposure and leading actions with expected future outcomes. Learn what the metric can reveal and what it cannot prove.
GA4 is rolling out conversion-level attribution controls and expanded cross-channel reporting. Learn how to audit settings without breaking bidding or creating reporting discrepancies.
Attribution, incrementality testing and marketing mix modeling answer different questions. Learn how to combine all three without letting AI turn conflicting metrics into false certainty.
AI bidding improves when platforms receive signals that represent business value. Learn how to use profit, qualified leads and offline outcomes instead of optimizing for shallow conversions.
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