Q1/2024

You invest in Google Ads, run meta campaigns, and engage in content marketing. The conversion happens—but which channel actually influenced the purchase decision? Attribution models promise clarity by assigning conversions to different touchpoints. But the reality is more complex: modern customer journeys span multiple devices, channels, and weeks—while classic attribution captures only a fraction of this journey. This article shows how different attribution models work, where their limitations lie, and which model is suitable for which use case.

Imagine you spend $10,000 on advertising and your reporting shows 100 sales. Sounds good. But how many of those 100 purchases would have happened without your advertising? Because customers already knew your brand, wanted to buy anyway, or would have found you through other channels? Incremental attribution answers precisely this question. It separates genuine advertising impact from random hits. The result: you find out which campaigns actually generate additional sales and which are only credited with conversions that would have happened anyway. The topic sounds complex. However, the methodology behind it is simple: part of your target group does not see any advertising (control group), while the rest does. The difference in purchasing behavior shows the real contribution of advertising. Why is this important? Because classic attribution models systematically deliver overly optimistic figures. They measure correlations, not causes. This leads to misallocations in the budget. Money flows into campaigns that look good but have little effect.

Rankings are stable, visibility is on the rise, but traffic is plummeting. This seemingly contradictory situation is currently confusing many website operators. The cause lies in a fundamental change in the search landscape: AI-powered search engines are changing how users search for and consume information. This development requires a rethink of how success is measured in digital marketing. Traffic and click numbers are becoming less meaningful, while new metrics are coming to the fore. The question is no longer just "How many clicks are we generating?" but "How present is our brand in the answers users receive?"

Do you really know which of your marketing campaigns are actually generating value? Or do you rely on lead numbers that may sound impressive but often don't allow you to draw conclusions about real business results? This is precisely where the fundamental problem with traditional tracking methods lies: they end with the form submission and provide no insight into what happens next. GA4 Standard Events for lead generation provide complete visibility across the entire lead funnel—from initial contact to contract signing. Instead of making decisions based on incomplete data, you get the foundation for value-based marketing decisions. In this article, you'll learn how to leverage this transparency for your business goals.

Two channels, double the effort? Not necessarily. Both traditional and AI search engines work with your content, but evaluate it according to different criteria in some cases. Some of your SEO measures will therefore automatically work for GEO as well, while others will need to be adapted and still others will be completely ineffective. Knowing these differences saves resources and increases your visibility across both channels. In this article, we'll show you which of your SEO basics continue to work for GEO and where you need to adjust your strategy.

Meta Ads campaigns now fail less often due to incorrect targeting than due to monotonous advertising media. Whereas advertisers used to spend hours fine-tuning the perfect target group definition, it is now the diversity of their creatives that determines success or failure. This shift is no coincidence: Meta's Andromeda system has fundamentally redefined the rules of the game. The system no longer personalizes advertising primarily via demographic characteristics, but via behaviour-based signals. Your creatives themselves become a targeting tool. Meta continuously learns which advertising material has the strongest effect on which person. The prerequisite: you provide the system with enough different options. In this article, you can find out how you can best use this for your campaigns and what points should be taken into account.

Loading times are like good background music in a restaurant: no one consciously notices them as long as they are right. But as soon as a website loads too slowly, visitors often become impatient, bounce and prefer to look for a new page. What many underestimate: These brief moments of impatience have measurable consequences. Every second of additional loading time costs not only visitors, but also Google rankings, conversion rates and cash for online stores. The good news? WordPress offers numerous levers that can be used to noticeably improve performance - often with surprisingly little effort. In this article, we will show you which measures have the greatest effect and how they can be implemented.

How much budget do you really need for successful Google Ads campaigns? This question is a daily concern for marketing managers. The good news is that there are proven calculation methods that help you to systematically calculate your budget instead of guessing a figure or "just starting with 1,000 euros". With the right formulas, you can plan your advertising budget on the basis of measurable business figures. This will help you avoid both underinvestment without meaningful results and budget waste without a clear profitability perspective. In this article, we present three fundamental calculation approaches and use specific examples to show you how to apply them to your company.

More clicks, higher conversion rates and more satisfied users: Meta Ads Sitelinks add additional, clickable destinations to your mobile Facebook ads. Instead of just going to a landing page, potential customers are offered several relevant options directly in the ad. This shortens the customer journey, increases the click surface and significantly improves the user experience. Sitelinks are therefore a valuable tool for getting the most out of your meta ads campaigns. In this article, you can find out exactly how to set them up, what optimization options are available and how you can use them to sustainably increase the performance of your campaigns.

Medical care centers and large healthcare providers face special marketing challenges that differ fundamentally from those of individual practices. While individual practices can often rely on personal reputation and word of mouth, medical care centers need a well thought-out, broad-based digital strategy.

Which of your online measures actually lead to high-quality leads that later become customers? The answer lies in offline conversion tracking - a method that closes the gap between your digital lead generation and actual sales.

The introduction of AI Overviews in Germany at the end of March 2025 has fundamentally changed the search landscape on Google. For website operators and SEO managers, this presents new challenges and a variety of strategic considerations.

According to the official Regulation 2024/3228, the European Commission finally shut down the online dispute resolution platform (ODR platform) on July 20, 2025. This results in specific obligations for all online retailers and service providers. We show you what measures you need to take now to stay on the safe side legally.

A landing page is a company's digital business card and often the first point of contact with potential customers. In this article, we take a detailed look at which elements make a landing page successful and how it can be optimized for optimal conversion rates.

The Accessibility Improvement Act (BFSG) has been in force since June 28, 2025. It is a decisive step towards greater digital participation and accessibility. The law obliges companies to design their digital presence in such a way that it is accessible to all people.

Vanity metrics such as page views or followers are impressive on the surface, but rarely offer real added value for strategic decisions as they are often manipulated or lack context. Instead, actionable metrics that show clear connections to business goals and enable concrete options for action, such as conversion rates or engagement rates, are crucial. If you want sustainable success, you need to critically scrutinize superficial figures and focus on meaningful metrics.

We know the challenge of regularly creating high-quality content for the blog and company website alongside day-to-day business. However, with the use of AI assistants(Large Language Models, LLMs for short) and an optimized meeting culture, this process can be made much more efficient.

For over two decades, Google was the standard: one search query, one list of links as a result. But since the end of 2023, this familiar landscape has been changing. AI-supported search engines such as Perplexity, You.com, Google Gemini and ChatGPT Search are establishing alternative ways of processing information.

For seven years now, we at Partner & Söhne have been supporting companies on their way to a target group-oriented and contemporary digital presence. True to the principle "Practice what you preach", we have been working intensively on the further development of our own brand in recent months.

Whether to expand a website, as a creative outlet or to provide information: blogs are an integral part of the Internet and accompany many people in their everyday lives. As a blog can also contribute to a company's positive reputation, it is also a popular marketing tool. But how do you get started? How should a blog be designed? And how do you find the right topics? In this article, we give you a compact summary of the perfect blog article: Blogception, so to speak.

Have you already made an appointment for the semi-annual tire change at the garage? Do you regularly take your vehicle for its MOT? And why are we asking you these questions at all?

SEO and SEA are essential components of search engine marketing. Website operators rely on these measures to strengthen their online presence, increase traffic and ultimately boost their sales. But what exactly is behind SEO and SEA, and how do these approaches differ? This article answers these and other questions.

To ensure the constant growth of your website, it is crucial to regularly optimize key SEO aspects and ensure that your content is easy to read for search engines. A targeted focus on the most important SEO measures, such as avoiding duplicate content, using an SSL certificate, optimizing the loading time, the quality of the content and mobile optimization, ensures that your website remains visible and continuously improves.

This is not the first time that Google has influenced the development of the World Wide Web by adapting its software and algorithms. Similar to Mozilla, the developers of the well-known "Firefox" browser, Google is also planning to mark websites without SSL encryption (i.e. without the HTTPS protocol) as insecure with its popular "Chrome" browser - especially when data is transmitted via forms.

Every website launch or relaunch often begins with the question: "What and who do I actually want to reach with my website?" This consideration is crucial in order to find out whether existing content can continue to be used in an optimized way or whether new content needs to be created. We can already anticipate this: In most cases, a balanced mix of both is the best approach.