AI Search
Why AI Answers Change Every Time (and How to Measure Anyway)
AI answers vary from run to run. Learn the causes and a sampling method that gives you visibility numbers you can trust.
Library
Articles
AI Search
Share of Voice in AI Answers: How to Calculate It
Measure how often AI answers name and cite you versus competitors, with clear formulas and a worked example.
AI Search
Is AI Referral Traffic Higher Quality? How to Test It on Your Own Site
AI visitors are often called pre-qualified. Here is how to test that claim fairly on your own site, including sample size caveats.
AI Search
A 90-Day AI Search Plan: What to Do First
A phased 90-day plan for AI search, from baseline measurement to technical fixes, content updates and off-site work.
Analytics
Incrementality Testing: Prove Which Marketing Actually Works
Attribution tells you which ads were near a sale; incrementality testing tells you which ads caused it. Here is how lift tests work and how to run your first one.
Analytics
Marketing Mix Modeling: A Plain-English Guide
Marketing mix modeling estimates how much each channel contributes to sales using aggregate data, no cookies required. Here is how it works and when it is worth doing.
Analytics
Marketing Attribution Models Explained
Which channel really earned the sale? This guide explains marketing attribution models, what GA4 and Google Ads offer in 2026, and how to choose and validate a model.
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