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Everything you need to learn about website and product analytics, user behavior, and SaaS growth.
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What is marketing analytics? Types, metrics & tools
A campaign can deliver more clicks, lower cost per lead, and still produce fewer customers. The problem is not necessarily the campaign. It may be the metric used to judge it. Marketing analytics is the process of collecting and analyzing marketing data to understand performance, explain changes, forecast outcomes, and improve decisions. It connects channel […]
How to build a saas customer journey map, with stages and examples
Your SaaS website is attracting visitors, generating signups, and booking demos. But how many of those prospects actually become paying customers? Are they dropping off during evaluation, struggling with onboarding, or failing to find value in your product? A SaaS customer journey map helps you identify these gaps and understand what needs improvement. In this […]
How to track AI Mode traffic: What you can measure
To track Google AI Mode traffic, start with the Generative AI performance report in Search Console. It shows impressions from supported AI search features, including AI Mode and AI Overviews. Clicks from those experiences contribute to ordinary Search performance. In GA4, Google AI Mode visits fall under Organic Search, not AI Assistant. Standard reports cannot […]
10+ best multi-touch attribution tools in 2026
A conversion can look simple in a dashboard. But in reality, it is usually the result of multiple campaigns, visits, and decisions building on each other over time. Multi-touch attribution help make that picture clearer. Rather than assigning all the credit to a single source, they show how different efforts contribute across the full path […]
Multi-touch attribution vs. marketing mix modeling: What’s the difference?
A prospect clicks a paid search ad, reads a blog post, attends a webinar, then returns to book a demo. Which interaction helped create the opportunity? Multi-touch attribution and marketing mix modeling answer that question from different angles. Multi-touch attribution (MTA) analyzes tracked customer interactions and assigns conversion credit across a journey. Marketing mix modeling […]
A marketer’s guide to attribution in advertising & ROI growth
Your Google Ads dashboard reports 120 conversions. Meta Ads claims another 85. But your CRM shows only 150 new leads. So which ads actually contributed to those results? That’s where attribution in advertising comes in. It helps marketers understand how different ads, campaigns, and marketing touchpoints contribute to conversions by assigning credit across the customer […]
How to get traffic from Perplexity AI and measure it
A SaaS company appears in Perplexity answers for several buyer questions. The team expects more visitors, but its analytics still show almost no Perplexity referrals. Is Perplexity choosing the wrong pages, are readers satisfied without clicking, or is the tracking missing visits? Those are three different problems. Getting traffic from Perplexity AI requires useful source […]
How multi-touch attribution works in 7 simple steps
Your marketing reports might be giving 100% of the credit to a channel that did only part of the work. That’s the problem with relying on a single touchpoint to explain a conversion. The channels that create awareness, build interest, and move buyers closer to a decision can disappear from the results. Multi-touch attribution changes […]
SaaS LTV: How to calculate and improve lifetime value
Acquiring customers is only half the equation for a SaaS business. The real question is: how much value does each customer bring before they leave? Customer lifetime value (LTV) helps answer that question. It estimates what a customer is worth over their relationship with your business, helping you evaluate acquisition costs, improve retention, and make […]
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