Dana Tan | eTail Palm Springs

Dana Tan

Dana Tan

Director, SEO Under Armour
Dana Tan

Monday, February 23: Summit Day

8:05 AM Search: Keynote: Next-Gen SEO Metrics: What Ecommerce Marketers Should Track (and Drop) for Maximum Impact in 2025

Ecommerce leaders face a shifting search landscape where yesterday’s key performance indicators no longer tell the whole story. As algorithms evolve and new AI-driven experiences reshape digital discovery, marketers must rethink which SEO metrics truly move the needle—and which belong to the past. During this keynote, Dana Tan from Under Armour will unpack the most impactful measurement strategies for 2025, guiding brands on how to drop vanity metrics, embrace next-gen signals of success, and build an SEO playbook that drives measurable growth and lasting visibility through:
  • Focus on metrics that matter in 2025, such as clicks from search, organic conversion rate, and key events-rather than outdated metrics like sheer keyword rankings, which are less reliable due to personalization, location, and AI-driven SERPs
  • Highlight the importance of tracking user engagement, Core Web Vitals, and new leads to align SEO with tangible business outcomes
  • Address the rise of zero-click searches and AI Overviews, which require marketers to rethink how they measure true SEO success

Check out the incredible speaker line-up to see who will be joining Dana.

Download The Latest Agenda