Of all marketing channels, search engine optimization (SEO) is often the hardest to measure because it l has fewer data points provided than other channels. Other channels like social, paid search, and email often have their own platforms that return detailed data points. For example in paid search ads, you can see conversions associated with each keyword, the cost per conversion by keyword, and more. However, in SEO you often can't even see complete traffic details at the keyword level, let alone conversion data by keyword.