Analytics - Control Tower

"How to Read an SEO Report (and What to Ignore)"

How to read an SEO report with confidence. The metrics that matter - visibility, qualified traffic, conversions and revenue - versus vanity metrics to ignore.

24 May 2026

Analytics 8 min read

SEO Metrics That Matter - Measuring SEO Honestly

Rankings alone do not prove SEO is working. Here are the SEO metrics that actually matter and how to report them honestly to a business audience.

21 April 2026

Analytics 9 min read

GA4 for Marketers - Setting Up Measurement You Can Trust

GA4 works very differently to Universal Analytics. Here is how marketers can set it up properly, define key events, and build measurement they can actually trust.

18 November 2025