[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Falex-howat":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":158,"head_links":159,"breadcrumbs":146,"posts":163,"pages":141,"head":1098},"Alex Howat","","I'm part of the growing Media Solutions team here at Impression, where I dive into all manner of clients reports and tracking implementations.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":29,"page_content_modules":84,"hero":142},"Associate Consultant (Media Solutions)","\u003Cp>Associate Consultant (Media Solutions). Joined Impression in June 2021.\u003C\u002Fp>\n\u003Cp>I’ve been working in digital marketing since 2016, starting out in paid media. Within a few years I grew to lead the team and become a part of the senior management team, it was during this time that I had the chance to lead on wider projects that involved SEO and CRO. I came to realise that my passion was in the data and reporting side of digital and so I looked to explore a new opportunity that would allow me to do more of what I loved.\u003C\u002Fp>\n\u003Cp>At Impression, my day to day sees me modifying and designing new templates for client reports, setting up and maintaining tracking capabilities for our clients and reviewing many analytics accounts. I also work very closely with our data warehousing partner.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Working on a big charity Analytics project – the \u003Ca href=\"https:\u002F\u002Fwww.charitycomms.org.uk\u002Fdigital-benchmark\">Digital Benchmark\u003C\u002Fa> and my Masters in Maths.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I like to cycle, watch racing cars and listen to music.\u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},17552,"98","2022-05-27 14:20:35","Media Solutions","publish","closed","media-solutions","2026-09-25 09:15:12",0,"\u002F?page_id=17552","page","0","raw","\u002Fmedia-solutions\u002F",{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":45},7455,"Alex-Howat","kMgPqCLz-Alex-Howat.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&q=90","\u002Falex-howat\u002F","12","alex-howat","inherit","2021-06-29 09:38:24","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[85],{"acf_fc_layout":86,"reduced":87,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":88,"posts":89},"author_posts",true,"Alex Howat’s posts",{"data":90,"pages":141},[91,108,120,132],{"type_key":92,"title":93,"excerpt":94,"to":95,"postedAt":96,"readingTime":97,"image":98,"authors":99,"category":105},"post","Beyond the click: Can you use MMM to prove the value of LLMs?","\u003Cp>LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing. Even before we consider how to influence visibility across AI search, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results? The […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms\u002F","2026-04-28T11:48:18",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[100,102],{"name":4,"image":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":103,"image":104},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":106,"name":107},"\u002Fblog\u002Fcategory\u002Fai\u002F","AI",{"type_key":92,"title":109,"excerpt":110,"to":111,"postedAt":112,"readingTime":113,"image":114,"authors":115,"category":117},"Bounce Rate vs. Engagement Rate – What is the difference and which should you use?","\u003Cp>Understanding user interaction with your website is crucial and Google Analytics 4 (GA4) introduces two key metrics to help you with this: Bounce Rate and Engagement Rate. Each offers unique insights, such as Bounce Rate, a familiar term from previous versions of Google Analytics, which measures the percentage of single-page sessions where users leave without […]\u003C\u002Fp>\n","\u002Fblog\u002Fbounce-rate-vs-engagement-rate-what-is-the-difference-and-which-should-you-use\u002F","2024-07-23T13:49:32",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[116],{"name":4,"image":101},{"to":118,"name":119},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":92,"title":121,"excerpt":122,"to":123,"postedAt":124,"readingTime":125,"image":126,"authors":127,"category":129},"Questions to ask Marketing Mix Modelling vendors","\u003Cp>In today’s data-driven marketing landscape, Marketing Mix Modelling (MMM) has emerged as a powerful tool to help marketers assess the performance of various channels and optimise their strategies accordingly.  If you are unsure of what an MMM is, we have a beginner’s guide here. However, there are a variety of MMM vendor services, from simple […]\u003C\u002Fp>\n","\u002Fblog\u002Fquestions-to-ask-marketing-mix-modelling-vendors\u002F","2024-06-17T11:56:12",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[128],{"name":4,"image":101},{"to":130,"name":131},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":92,"title":133,"excerpt":134,"to":135,"postedAt":136,"readingTime":125,"image":137,"authors":138,"category":140},"Google Data Studio renamed as Looker Studio","\u003Cp>As of April 2026, Looker Studio has been renamed Data Studio Looker Studio is the latest new Google product name to get used to! Yesterday, at Google Cloud Next ‘22, it was announced that Google Data Studio will now be known as Looker Studio. In this blog we give our thoughts on what this means […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-data-studio-renamed-as-looker-studio\u002F","2026-08-25T09:20:55","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002F06AmJV25-Looker_Version_2.max-2600x2600-1.png?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=91%2C0%2C563%2C563&w=640",[139],{"name":4,"image":101},{"to":130,"name":131},"1",{"type":143,"style":144,"title":145,"heading":4,"intro":11,"services":12,"breadcrumbs":146,"photo":46,"social":158},"author","dark","Meet the Team",[147,150,153,156],{"path":148,"name":149},"\u002F","Home",{"path":151,"name":152},"\u002Fabout\u002F","About Us",{"path":154,"name":155},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":157,"name":4},null,{"twitter":5,"linkedin":5},[160],{"rel":161,"href":162},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Falex-howat\u002F",[164,539,726,913],{"id":165,"date":166,"date_gmt":166,"guid":167,"modified":96,"modified_gmt":96,"slug":169,"status":19,"type":92,"link":95,"title":170,"content":171,"excerpt":174,"author":175,"featured_media":176,"comment_status":20,"ping_status":20,"sticky":173,"template":5,"format":177,"meta":178,"categories":181,"collections":185,"coauthors":186,"class_list":189,"acf":199,"head_links":200,"breadcrumbs":201,"url_path":95,"search_description":180,"featured_image_urls":210,"authors":245,"type_nicename":305,"reading_minutes":97,"category":306,"yoast_title":179,"yoast_meta":310,"yoast_json_ld":367,"_links":489},38137,"2026-04-13T16:04:58",{"rendered":168},"\u002F?p=38137","can-mmm-prove-the-value-of-lmms",{"rendered":93},{"rendered":172,"protected":173},"\n\u003Cp style=\"font-size:20px\">\u003Cstrong style=\"color:#107de8\">LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Even before we consider \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F\">how to influence visibility across AI search\u003C\u002Fa>, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results?\u003C\u002Fp>\n\n\n\n\u003Cp>The challenge here lies in how LLMs function for users and how marketers need to change the mental model they adopted from traditional search. Beyond being productivity tools, AI assistants aid the discovery of information, typically within their own UIs. This differs from traditional search engines as, although they also aid discovery, their primary mechanism to do this is by referring users, i.e. via clicks, across the web. \u003C\u002Fp>\n\n\n\n\u003Cp>This key difference highlights that referring users are a secondary consideration for LLMs, which explains why only a small proportion of prompts actually result in a click. \u003C\u002Fp>\n\n\n\n\u003Cp>Enter: Zero-click search, where, at its worst,\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002Fblog\u002Fgoogle-ai-mode-seo-impact\"> SEMrush estimates that ~93% of Google AI mode searches do not end in a click\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Even if we remain focused on prompts that result in a click, this still inevitably underestimates their true contribution. Since LLMs are often used at the start of a conversion journey, last-click attribution models will fail to pick up their commercial value. Additionally, cookie-based tracking is never perfect, meaning Analytics platforms will miss some referring users due to cookie consent settings.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite the above, these considerations shouldn’t question the value LLMs have on your brand visibility. Rather, they force us to change the KPI and how we measure their impact. Even without looking at industry reports, we know there’s more to LLMs than just clicks.\u003C\u002Fp>\n\n\n\n\u003Cp>So, how can we measure the true impact of LLMs, beyond the click?\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-can-mmm-help-find-the-answer\">How can MMM help find the answer?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#limited-unpredictable-historical-data\">Limited & unpredictable historical data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#lack-of-first-party-data-sources\">Lack of first-party data sources\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#missing-first-party-impression-data\">Missing first-party impression data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-alternative-metrics-are-available-to-represent-llm-influence-in-an-mmm\">What alternative metrics are available to represent LLM influence in an MMM?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#log-files\">Log files\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#prompt-tracking\">Prompt tracking\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#database-tracking\">Database tracking\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#final-thoughts\">Final thoughts\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-can-mmm-help-find-the-answer\">How can MMM help find the answer?\u003C\u002Fh2>\n\n\n\n\u003Cp>Over time,\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmedia-mix-modelling\u002F\"> Media Mix Modelling (MMM)\u003C\u002Fa> could be an ideal tool for understanding the impact LLMs have on your marketing investment. \u003C\u002Fp>\n\n\n\n\u003Cp>Through MMM, you can identify long-term historical patterns and use them to estimate total contribution, even without a direct click path. By modelling the LLM activity as a key marketing input alongside traditional channels, MMM can detect correlations with overall business outcomes that direct click-based tracking misses.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"blog-img has-white-background-color has-background\">\u003Cstrong style=\"font-size:1.3rem\">💡 Learn more about Media Mix Modelling\u003C\u002Fstrong>\u003Cbr>MMM is becoming an increasingly important tool for measuring marketing activity, not just for LLMs as discussed here. If you haven’t come across them before, take a look at \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fguide-to-media-effectiveness-measurement\u002F\">our beginner’s guide to Media Mix Modelling\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>On the face of it, then, an MMM \u003Cem>could\u003C\u002Fem> be exactly what’s required based on the problem outlined earlier. However, there are some considerations to bear in mind when thinking about using an LLM to understand LLM performance. These factors relate to user adoption, where the industry is now, and to the new technologies that still need to emerge to increase our data maturity.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"limited-unpredictable-historical-data\">\u003Cstrong>Limited & unpredictable historical data\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>MMMs typically require at least 3 years of data to analyse correlations effectively. That means the volume of historical data for LLMs will be low since it’s still a relatively new medium. Certainly, how users have been using this technology to discover brands is younger than 3 years at the time of writing this article.\u003C\u002Fp>\n\n\n\n\u003Cp>Furthermore, AI adoption has been growing exponentially, as MMMs perform best with consistent and long-term data to iron out anomalies. This rapid rate of change and uptake will make modelling more challenging.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"lack-of-first-party-data-sources\">\u003Cstrong>Lack of first-party data sources\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bing.com\u002Fwebmasters\u002Fhelp\u002Fai-performance-9f8e7d6c\">Bing Webmaster Tools’ launch of its AI Performance report\u003C\u002Fa> was an industry-first and a welcome addition that helps marketers better understand their LLM performance. Though undoubtedly useful, we need to consider:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>There are more AI assistants within the LLM ecosystem than just CoPilot.\u003C\u002Fli>\n\n\n\n\u003Cli>CoPilot’s lower market share compared to other LLMs, and how this data alone under-represents total LLM visibility.\u003C\u002Fli>\n\n\n\n\u003Cli>Even with Bing Webmaster Tools launching a report of this nature, marketers require deeper insights beyond its citation data to understand audience behaviour, demand, and corresponding brand visibility (see \u003Cstrong>Missing first-party impression data \u003C\u002Fstrong>below). \u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Though this is an encouraging step in the right direction, what’s required are similar (and more developed) reports from other AI assistants. In particular, Google is under scrutiny due to its market dominance. Though these reports are “available” within Google Search Console, the data from AI Overviews and AI Mode is currently hidden alongside\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F7042828#ai-mode&zippy=%2Ct\"> other result types\u003C\u002Fa> from Google Search.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"missing-first-party-impression-data\">\u003Cstrong>Missing first-party impression data\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Closely linked to our lack of first-party data sources, missing impression data further complicates the use of MMM to demonstrate the commercial value of LLMs. \u003C\u002Fp>\n\n\n\n\u003Cp>In place of low referral sessions, it’s this type of demand information and how it relates to prompts, topics and entities that can potentially hold the key. Impression data will be larger in scale and allow us to derive more meaningful brand visibility information to feed into an MMM. In turn, this will allow us to better represent LLM’s share of your media mix in a more proportional way.\u003C\u002Fp>\n\n\n\n\u003Cp>Taking these limitations into consideration, we must consider alternative metrics and data.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-alternative-metrics-are-available-to-represent-llm-influence-in-an-mmm\">What alternative metrics are available to represent LLM influence in an MMM?\u003C\u002Fh2>\n\n\n\n\u003Cp>Let us be clear: Despite the limitations we discussed above, you \u003Cem>can\u003C\u002Fem> use referral sessions from an LLM recorded by your Analytics platform within an MMM. Due to the metric’s first-party availability, this is likely the easiest solution. However, that doesn’t mean it’s the \u003Cem>best\u003C\u002Fem> option or the most representative option. \u003C\u002Fp>\n\n\n\n\u003Cp>Instead, we can combine the following metrics with careful modelling techniques, leveraging our understanding of the LLM landscape to turn the data we have into a suitable proxy metric for an MMM.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"log-files\">\u003Cstrong>Log files\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Where referral sessions may under-represent LLMs’ influence on your media mix, a suitable alternative that still leverages first-party data can be log files. Though historically used to understand how search engines crawl your site, we can also use log files as a proxy for AI website visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>This is achieved by filtering down to specific LLM user-agents, where we can even see how content is used for model training, retrieval-augmented generation (RAG), and real-time user responses.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"886\" height=\"504\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Flog-file-analyser-screaming-frog.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38151\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cstrong>\u003Cem>Screenshot of Screaming Frog’s\u003C\u002Fem>\u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.screamingfrog.co.uk\u002Flog-file-analyser\u002Ftutorials\u002Fmonitor-ai-bots-in-the-log-file-analyser\u002F\">\u003Cstrong>\u003Cem> Log File Analyser\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The frequency of bot hits over time then highlights how often your site is served across LLMs, providing a larger, more representative picture of visibility beyond clicks.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"prompt-tracking\">\u003Cstrong>Prompt tracking\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>At Impression, we use\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fotterly.ai\"> \u003Cstrong>Otterly.ai\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> \u003C\u002Fstrong>to track prompts, enabling us to monitor brand mentions and citations over time. \u003Cbr>This solution allows us to create a prompt portfolio that represents a brand’s visibility across the entire LLM ecosystem. Their algorithm for estimating\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fotterly.ai\u002Fblog\u002Fintent-volume\u002F\"> the volume behind a prompt’s intent\u003C\u002Fa> also provides an indication of impression share, which is critical for an MMM.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1658\" height=\"404\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fprompt-tracking.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38155\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>There are some caveats with the data tracking we need to be aware of when using an AI analytics solution like Otterly: \u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Tracking only starts when you onboard onto the platform. For the data to be useful within MMM, we need time to record high-quality historical data.\u003C\u002Fli>\n\n\n\n\u003Cli>It’s contingent on synthetic prompts that you need to govern and update. The number of synthetic prompts tracked must also be substantial to derive meaningful insights from the data. Research is therefore required to ensure these resemble field prompts as closely as possible, and additional budget may be required to ensure they are exhaustive in capturing what your brand is relevant for across your owned media based on conversational topics and intents.\u003C\u002Fli>\n\n\n\n\u003Cli>Related to the above, be also wary of the limitations of AI prompt tracking, as\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsparktoro.com\u002Fblog\u002Fnew-research-ais-are-highly-inconsistent-when-recommending-brands-or-products-marketers-should-take-care-when-tracking-ai-visibility\u002F\"> results are inherently inconsistent\u003C\u002Fa> and non-deterministic. We’re also not looking at “rankings” here, as these don’t exist in the world of LLM visibility. Rather, we’re focusing on % visibility according to topic demand.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>However, if historical data is collected and you’re tracking substantial prompts that are representative of your brand, and how it can be discovered, this solution can avoid many of the limitations discussed earlier in the article when creating your model.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"database-tracking\">\u003Cstrong>Database tracking\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>To supplement our prompt tracking, we also use Ahrefs’s\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002Fbrand-radar\"> Brand Radar\u003C\u002Fa>, which provides access to a broader database of prompts\u003Cstrong>. \u003C\u002Fstrong>This helps reduce reliance on synthetic prompts by leveraging Ahrefs’ AI visibility database, which contains 353m+ search-backed prompts across all AI assistants. Opting for this database approach is arguably a more efficient way to capture a more accurate picture of your true visibility, as prompt tracking is prone to missing topical gaps.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1534\" height=\"332\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fdatabase-tracking.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38153\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>A similar shortfall regarding historical data applies here, too: Brand Radar only began tracking in mid-2025. As we know, more data is preferable, but this will become less of an issue over time.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"final-thoughts\">\u003Cstrong>Final thoughts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To wrap up, here are some things to remember when interpreting the results your MMM gives you.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>MMMs Look Backward, Not Forward:\u003C\u002Fstrong> MMMs aren’t sentient; they don’t have foresight regarding the predicted growth of LLMs. Just because an MMM can’t pick up a massive contribution \u003Cem>yet\u003C\u002Fem> doesn’t mean the channel isn’t worth pursuing. This applies to all channels, but it’s heightened here for LLMs. A channel that isn’t showing a good return now doesn’t mean it never will.\u003C\u002Fp>\n\n\n\n\u003Cp>Be mindful of your \u003Cstrong>confidence intervals:\u003C\u002Fstrong> Given that LLMs are a relatively new marketing tool, the limited historical data means an MMM will likely be less “confident” in its results. Especially when comparing LLM influence with more established channels. Don’t let this scare you! Just keep this margin of error in mind when planning strategies and rerun your MMM at regular intervals. Very soon, we will have enough data spanning several years to make this no longer an issue.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite these words of caution, it’s clear that LLMs aren’t going away soon. Putting in place measurement frameworks and experimenting with approaches now will mean your\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fgenerative-engine-optimisation-agency\u002F\"> GEO\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> activity is ready for the future. \u003C\u002Fp>\n\n\n\n\u003Cp>Critically, it also means this activity is prepared to secure continued buy-in from your stakeholders.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003C\u002Fp>\n",false,{"rendered":94,"protected":173},77,38161,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":179,"_yoast_wpseo_metadesc":180,"inline_featured_image":173,"footnotes":5},"Beyond the click: Can you use MMM to prove the value of LLMs? | Impression","Discover how Media Mix Modelling can prove the commercial value of LLMs beyond the click. Learn how to measure AI influence on your brand. Read more now.",[182,183,184],323,41,1,[],[187,188],183,143,[190,92,191,192,193,194,195,196,197,198],"post-38137","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","category-measurement","category-seo",[],[],[202,203,206,209],{"path":148,"name":149},{"path":204,"name":205},"\u002Fblog\u002F","Blog",{"path":207,"name":208},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"path":157,"name":93},{"thumbnail":211,"medium":213,"medium_large":215,"large":217,"1536x1536":221,"2048x2048":223,"post-thumbnail":225,"12_col":227,"default_landscape":229,"default_portrait":231,"6_col_and_margin_short":233,"11_col_and_margin":235,"9_col_rectangle":237,"11_col":239,"staff_image_696_600":241,"rectangular_thumbnail":243},{"url":98,"width":212,"height":212},640,{"url":214,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":216,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":218,"width":219,"height":220},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":222,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":224,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":226,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":228,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":230,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":232,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":234,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":236,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":238,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":240,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":242,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":244,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[246,254],{"id":175,"path":247,"display_name":4,"job_title":10,"description":6,"avatar_url":101,"acf":248},"\u002Fabout\u002Four-team\u002Falex-howat\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":249,"photo":252},[250],{"page":251,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":253},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width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Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.",{"full_bio":260,"job_title":257,"specialist_service_links":261,"photo":279},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[262,270],{"page":263,"link_text":208},{"ID":264,"post_author":16,"post_date":265,"post_date_gmt":265,"post_content":5,"post_title":208,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":266,"to_ping":5,"pinged":5,"post_modified":267,"post_modified_gmt":267,"post_content_filtered":5,"post_parent":23,"guid":268,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":269},35,"2020-03-12 15:02:03","seo","2026-09-10 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Engagement Rate reflects the percentage of sessions that last longer than 10 seconds, have a conversion event, or involve multiple page views. Unlike Bounce Rate, a high Engagement Rate indicates effective user interaction and content relevancy. Explore how Bounce Rate and Engagement Rate can enhance your approach to website analytics.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"bounce-rate\">\u003Cstrong>Bounce Rate\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Bounce rate has been a marketing term for ages. However, the actual definition and meaning are often misunderstood by marketers.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Bounce Rate\u003C\u002Fstrong> represents the percentage of visitors who visit a website, but only visit one page before leaving.\u003C\u002Fp>\n\n\n\n\u003Cp>This can be misleading, as not all bounces are equal and the type of website and page should be considered. A standard Ecommerce website with a clearly defined checkout process is a perfect example where Bounce Rate can be extremely useful. \u003C\u002Fp>\n\n\n\n\u003Cp>On sites where single pageview sessions are common, the usefulness of Bounce Rate becomes debatable. For example, a website providing food recipes will frequently find a user only viewing the specific recipe that interests them before leaving. If they get the information they need, then the session could be considered successful, yet the session is also considered a bounce.\u003C\u002Fp>\n\n\n\n\u003Cp>Clearly, a nuanced approach to analysing Bounce Rate is needed, rather than simply trying to lower Bounce Rate at all costs.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"engagement-rate\">\u003Cstrong>Engagement Rate \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With the introduction of GA4, Google has introduced an updated definition and a new metric – Engagement Rate. This can be thought of as a companion metric to Bounce Rate.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Engagement Rate\u003C\u002Fstrong>, introduced with GA4, is defined as the percentage of sessions that are engaged sessions. An engaged session is a session that meets one of the following conditions:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>lasts 10 seconds or longer\u003C\u002Fli>\n\n\n\n\u003Cli>triggers one or more key events\u003C\u002Fli>\n\n\n\n\u003Cli>has two or more page views\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In GA4, the \u003Cstrong>Bounce Rate\u003C\u002Fstrong> is now calculated as 100% minus the Engagement Rate (note this is a different definition to UA). The difference in definition between UA & GA4 can be seen in this table (taken from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F11986666?hl=en#bounce_rate_vs_engagement_rate\">Google’s Analytics help article\u003C\u002Fa>)\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"957\" height=\"620\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fbounce-rate-image.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29717\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"which-rate-should-be-used\">\u003Cstrong>Which rate should be used?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In effect, the two rates are complementary in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002Fgoogle-analytics-consultancy\u002F\">Google Analytics 4\u003C\u002Fa>. If you know one rate, you can work out the other.\u003C\u002Fp>\n\n\n\n\u003Cp>Which is best? I’d argue for using Engagement Rate, for a few reasons:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>To make it clear that there is a fundamental difference in how GA4 records these sessions compared to UA\u003C\u002Fli>\n\n\n\n\u003Cli>Engagement is a more intuitively understood concept than bounce.\u003C\u002Fli>\n\n\n\n\u003Cli>An increase in Engagement Rate signifies an improvement, aligning with how most metrics are interpreted.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Ff0sKYLsk-Measurement_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27925\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":110,"protected":173},29719,{"_yoast_wpseo_focuskw":551,"_yoast_wpseo_title":552,"_yoast_wpseo_metadesc":553,"inline_featured_image":173,"footnotes":5},"Bounce Rate","Bounce Rate vs. Engagement Rate in Google Analytics 4 | Impression","Understanding user interaction with your website is crucial. Explore how Bounce Rate and Engagement Rate can enhance your approach to website analytics.",[183],[],[187],[558,92,191,192,193,194,195,197],"post-29702",[],[],[562,563,564,565],{"path":148,"name":149},{"path":204,"name":205},{"path":118,"name":119},{"path":157,"name":109},{"thumbnail":567,"medium":568,"medium_large":570,"large":572,"1536x1536":574,"2048x2048":576,"post-thumbnail":578,"12_col":580,"default_landscape":582,"default_portrait":584,"6_col_and_margin_short":586,"11_col_and_margin":588,"9_col_rectangle":590,"11_col":592,"staff_image_696_600":594,"rectangular_thumbnail":596},{"url":114,"width":212,"height":212},{"url":569,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=150&q=90&w=200",{"url":571,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=576&q=90&w=768",{"url":573,"width":219,"height":220},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":575,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=1536",{"url":577,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=2048",{"url":579,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":581,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":583,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":585,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":587,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":589,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":591,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":593,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":595,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":597,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[599],{"id":175,"path":247,"display_name":4,"job_title":10,"description":6,"avatar_url":101,"acf":600},{"job_title":10,"full_bio":11,"specialist_service_links":601,"photo":604},[602],{"page":603,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":605},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_a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today’s data-driven marketing landscape, Marketing Mix Modelling (MMM) has emerged as a powerful tool to help marketers assess the performance of various channels and optimise their strategies accordingly. \u003C\u002Fp>\n\n\n\n\u003Cp>If you are unsure of what an MMM is, we have \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fguide-to-media-effectiveness-measurement\u002F#media-mix-modelling\">a beginner’s guide here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>However, there are a variety of MMM vendor services, from simple AI-powered online tools to full bespoke consultative approaches. It’s essential to ask the right questions to have the correct outputs for you and your business.\u003C\u002Fp>\n\n\n\n\u003Cp>In this blog post, we’ll explore critical questions you should pose to potential Marketing Mix modelling vendors to evaluate their methodologies, data usage, and overall confidence in their results. Armed with these questions, you’ll be able to identify who can provide the services you need.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"816\" height=\"401\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fqs-to-ask-mmm-vendors.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29156\"\u002F>\u003C\u002Ffigure>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Ff0sKYLsk-Measurement_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27925\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1-what-statistical-methodologies-are-used\">\u003Cstrong>1. What statistical methodologies are used?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Understanding the statistical methodologies behind MMM is crucial. Different vendors may use various techniques such as regression analysis, machine learning, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbayesian-statistics-in-media-mix-modelling-a-real-world-analogy\u002F\">Bayesian\u003C\u002Fa> methods. You should ask vendors to explain their chosen methodologies and why they believe these are the most appropriate for your business.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2-can-the-maths-behind-the-outputs-be-explained-transparently\">\u003Cstrong>2. Can the maths behind the outputs be explained transparently?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Transparency is key when working with complex models. It’s important to understand how recommendations have been obtained so you have confidence in the results. Ensure that your vendor can clearly explain the mathematical foundations of their model. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-how-much-is-historical-data-considered\">\u003Cstrong>3. How much is historical data considered?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Historical data plays a significant role in the accuracy of MMM. Providers will be able to advise about the length and scope of historical data they require for their models. Understanding this requirement will help you decide the correct approach to take.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"4-what-external-factors-are-considered\">\u003Cstrong>4. What external factors are considered?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>External factors have a huge effect on the results of marketing activities. A good MMM will take these factors into account in their calculations. Examples of factors to consider are; seasonality, competitor activities & general economic conditions. You should ensure that all important external variables are included in the model you choose.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"5-can-the-model-be-modified-to-account-for-external-factors\">\u003Cstrong>5. Can the model be modified to account for external factors?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s also important to be able to include bespoke variables that are unique to your business. Some providers will be able to account for extra variables whereas others could be fairly rigid. You should understand whether you have a need for this and whether that affects your decision.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"6-what-data-sources-do-you-use\">\u003Cstrong>6. What data sources do you use?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To achieve a useful MMM you must be able to input important data to you. Ask vendors to specify the types of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdata-requirements-for-marketing-mix-modelling\u002F\">data sources\u003C\u002Fa> they use, such as first-party data (your own), second-party data (partners), and third-party data (external providers). Understanding the origin and reliability of the data will help you gauge the model’s credibility and the insights it generates. Ensure that all \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Ffirst-and-third-party-data-in-your-digital-strategy\u002F\">data\u003C\u002Fa> that affects your business can be taken into consideration.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"7-how-do-you-differentiate-between-activities-at-different-stages-of-the-marketing-funnel\">\u003Cstrong>7. How do you differentiate between activities at different stages of the marketing funnel?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Marketing activities at different stages of the funnel (awareness, consideration, conversion) can have varying impacts on your overall strategy. Ensure the model can differentiate and measure the effectiveness of activities at each stage. This distinction is vital for allocating resources effectively and optimising your marketing mix.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"8-how-granular-are-the-data-inputs\">\u003Cstrong>8. How granular are the data inputs?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The granularity of data can significantly affect the model’s precision. Ask about the level of detail the model can handle, such as daily vs. monthly data, regional vs. national data, or specific product lines vs. overall brand performance. Ensure that you are working with a model that can provide the granularity that you need.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"9-can-you-explain-how-confident-you-are-with-the-results\">\u003Cstrong>9. Can you explain how confident you are with the results?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Confidence in model results is essential for making informed decisions. Request that vendors provide information on how they measure and communicate confidence levels, such as through confidence intervals, error margins, or validation techniques. Understanding the reliability of the model’s predictions will help you make more accurate and strategic marketing decisions.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>By addressing these questions, you will be better equipped to choose a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">Marketing Mix Modelling\u003C\u002Fa> vendor that meets your specific needs and helps you achieve your marketing objectives.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":122,"protected":173},29159,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":738,"_yoast_wpseo_metadesc":739,"inline_featured_image":173,"footnotes":5},"Questions to ask Marketing Mix Modelling vendors | Impression","Explore questions to ask potential Marketing Mix modelling vendors to evaluate their methodologies, data usage, and overall confidence in results.",[741,183],39,[],[187],[745,92,191,192,193,194,195,746,197],"post-29137","category-digital-marketing",[],[],[750,751,752,753],{"path":148,"name":149},{"path":204,"name":205},{"path":118,"name":119},{"path":157,"name":121},{"thumbnail":755,"medium":756,"medium_large":758,"large":760,"1536x1536":762,"2048x2048":764,"post-thumbnail":766,"12_col":768,"default_landscape":770,"default_portrait":772,"6_col_and_margin_short":774,"11_col_and_margin":776,"9_col_rectangle":778,"11_col":780,"staff_image_696_600":782,"rectangular_thumbnail":784},{"url":126,"width":212,"height":212},{"url":757,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":759,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=768",{"url":761,"width":219,"height":220},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":763,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1024",{"url":765,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1366",{"url":767,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":769,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":771,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":773,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":775,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":777,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":779,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":781,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":783,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":785,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmatt-walsh-tVkdGtEe2C4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[787],{"id":175,"path":247,"display_name":4,"job_title":10,"description":6,"avatar_url":101,"acf":788},{"job_title":10,"full_bio":11,"specialist_service_links":789,"photo":792},[790],{"page":791,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":793},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64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class=\"wp-block-table\">\u003Ctable class=\"has-white-color has-pale-cyan-blue-background-color has-text-color has-background has-link-color has-fixed-layout\">\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcloud.google.com\u002Fblog\u002Fproducts\u002Fdata-analytics\u002Flooker-studio-is-data-studio\">As of April 2026, Looker Studio has been renamed Data Studio\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Looker Studio is the latest new Google product name to get used to! Yesterday, at Google Cloud Next ‘22, it was announced that Google Data Studio will now be known as Looker Studio. In this blog we give our thoughts on what this means and what it might mean for the future.\u003C\u002Fp>\n\n\n\n\u003Cp>The rebrand follows on from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftechcrunch.com\u002F2020\u002F02\u002F13\u002Fgoogle-closes-2-6b-looker-acquisition\u002F\">Google acquiring data analytics start-up Looker for $2.6B\u003C\u002Fa> a few years ago. Earlier this year Data Studio & Looker were also “integrated together” in an announcement. Until now, users of Google Data Studio wouldn’t have noticed any difference to their experience.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"whats-changed\">\u003Cstrong>What’s changed?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>That’s not to say much has changed now either. After the announcement, all documentation was updated to refer to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcloud.google.com\u002Fblog\u002Fproducts\u002Fdata-analytics\u002Flooker-next-evolution-business-intelligence-data-studio\">“Looker Studio”\u003C\u002Fa>. The logo in the top-left corner was also changed. As far as we can tell there has been no functionality change yet. Changes to appearance and functionality are sure to come in the near future. Google are positioning Looker as “your unified business intelligence platform”.\u003C\u002Fp>\n\n\n\n \n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-medium\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"182\" height=\"42\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FquQQj9Ob-image.png?auto=compress%2Cformat&q=90\" alt=\"The new Looker Studio logo\" class=\"wp-image-19711\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">The new Looker Studio logo\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"is-it-still-going-to-be-free\">\u003Cstrong>Is it still going to be free?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Google Data Studio offered a superb product for zero cost compared to its competitors. It is reassuring to know that the free tier will be staying. This was made clear in the announcement.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-developments-can-we-expect\">\u003Cstrong>What developments can we expect?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We are also pleased to hear about an enterprise version, “Looker Studio Pro”. Full details of the features offered and the price of this service have not been revealed yet. \u003C\u002Fp>\n\n\n\n\u003Cp>One feature teased is customer support. Looker Studio has been a sometimes unreliable product in the past. The possibility of having a dedicated resource to help with issues is a major benefit.\u003C\u002Fp>\n\n\n\n\u003Cp>Team Workspaces will be a welcome feature to a product with a rudimentary file organising system. It sounds like any project assigned to a team will be accessible and edited by all members. This removes the need to add users individually.\u003C\u002Fp>\n\n\n\n\u003Cp>It will be possible to link Looker Studio to a Google Cloud project. By connecting to a project directly, the use of a specific user’s credentials is avoided. In the case that the dashboard creator leaves a company, the dashboard will continue to function when the creator’s access is revoked.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"overall-thoughts\">\u003Cstrong>Overall thoughts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>A lot from the statement put out by Google seems promising. There is however a lack of information around pricing and features. We are therefore a little unsure of the true impact of this announcement.\u003C\u002Fp>\n\n\n\n\u003Cp>It is encouraging to see Looker Studio become more ingrained in Google’s infrastructure. Surely this can only mean good things for future dashboarding and data visualisation. Our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002F\">Media Solutions team\u003C\u002Fa> will be eagerly watching future developments.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Subscribe to our \u003Ca rel=\"noreferrer noopener\" href=\"\u002F\">newsletter\u003C\u002Fa> to stay up-to-date with the latest blogs from Impression, or continue reading more over at our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F\">blog\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":134,"protected":173},19721,{"_yoast_wpseo_focuskw":925,"_yoast_wpseo_title":926,"_yoast_wpseo_metadesc":927,"inline_featured_image":173,"footnotes":5},"looker studio","Google Data Studio renamed as Looker Studio | Impression","Looker Studio is the new name for Google Data Studio. We give our reaction to the news and discuss what lies ahead for the 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