THE USEFULNESS OF ATTRIBUTION FOR AI SEARCH

Summary from the TLDR Marketing newsletter

AI is making click-based attribution less useful as discovery increasingly happens through AI answers that never generate a website visit. Treat attribution as one imperfect signal rather than a definitive measure of channel value. Triangulate exposure, behavioral, and business metrics such as AI Share of Voice and CRM data. Use incrementality testing where possible to measure causal impact, especially for activities that attribution cannot capture.