What is Marketing Analytics and Measurement?
Marketing analytics and measurement tools collect data on how people find, use and buy from a brand, and attribute results to channels and campaigns.
Why does Marketing Analytics and Measurement matter for marketers?
Budgets follow measurement, and new channels such as AI assistants need new measurement.
Where does Marketing Analytics and Measurement stand today?
Google introduced Google Analytics 4 on October 14, 2020. In 2026 new measurement is appearing for AI answers and AI-assistant advertising.
Common use cases
- Attributing results to channels
- Reporting on traffic and conversions
Marketing analytics and measurement tools collect data on how people find, use and buy from a brand, and attribute results to channels and campaigns.