CMOs Need To Rethink Attribution In AI Search

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I was asked recently to take a closer look at the data for a website in Google Analytics 4 (GA4).

This was for “Measurement Queen” Katie Delahaye Paine, a pioneer with over 30 years of experience in communications research and measurement, who now feels like she is flying blind.

From looking at her data in GA4, it turns out that 86% of the new users who visited her website over the last 28 days came from the “direct” channel.

That means the author of Measure What Matters can’t identify the sources of the vast majority of her website’s…



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We strive to uphold the highest ethical standards in all of our reporting and coverage. We StartupNews.fyi want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It’s possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.

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CMOs Need To Rethink Attribution In AI Search


I was asked recently to take a closer look at the data for a website in Google Analytics 4 (GA4).

This was for “Measurement Queen” Katie Delahaye Paine, a pioneer with over 30 years of experience in communications research and measurement, who now feels like she is flying blind.

From looking at her data in GA4, it turns out that 86% of the new users who visited her website over the last 28 days came from the “direct” channel.

That means the author of Measure What Matters can’t identify the sources of the vast majority of her website’s…



Source link

Disclaimer

We strive to uphold the highest ethical standards in all of our reporting and coverage. We StartupNews.fyi want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It’s possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.

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