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Ask a B2B marketing team how paid media is performing and you'll get a confident answer: cost per click is down, conversion rates are up, ROAS looks healthy. Ask the same team what paid media contributed to pipeline last quarter, in dollars, and the ...

GA Linking and Campaign Data Import are two Google Analytics setup steps that most advertisers overlook. Customers who link their Google Ads or Google Marketing Platform accounts to Google Analytics are correlated with a 23% increase in conversions . ...

If you're still debating whether AI search is something to watch rather than act on, the data is making that harder to hold. Right now, 30% of consumers use AI for product research. A year ago, that figure was 12%. And roughly 40% of Google results . ...

Threads, Instagram, TikTok -- one by one, platforms are rolling out tools that let users explicitly tell the algorithm what they want to see. Topic sliders. Interest toggles. Content preference menus. The framing is: users are finally in control. The ...

Every month, I find myself in a meeting - either internal, with a client or a prospect - where a senior leader asks me a version of the same sharp question. They might be phrased differently at times, but they all point back to a central challenge: ...

There's a question I heard from a platform partner recently that has stayed with me. We were discussing campaign performance and they asked, completely sincerely: "Does the client even care about incremental revenue?" I was stunned. Of course ...

The conversation in paid search right now is all about AI. AI Max, agentic search, automated bidding. The capabilities are genuinely impressive and the excitement is justified. But there is a precondition that rarely makes it into the conversation: . ...

For years, one of Apple Maps' implicit selling points had nothing to do with directions. It had no ads. On a device you paid a premium for, the map felt like it belonged to you rather than to whoever outbid their competitors that morning. Google Maps ...

The research moment has moved. People who used to find your brand through a search box are now finding it through conversation, and ChatGPT is where most of those conversations are happening. A few months ago, almost every client conversation started ...

Summer travel season is in full swing, hotels are filling up, and the guests checking in right now are exactly the audience most marketing teams will spend next year's budget trying to find again from scratch. Hotel loyalty program membership hit 675 ...