NOBODY YET KNOWS HOW TO MEASURE AN AD INSIDE A CHATBOT ANSWER

Summary from the TLDR Marketing newsletter

Ads in ChatGPT and Google AI Mode reach consumers while they're expressing purchase intent, but neither platform can prove they generate incremental sales. Conversion tracking shows which purchases follow an ad but not whether they would have happened anyway. Facebook research found observational measurement can misstate results by 3X or more. Treat AI ads as an experimental channel and use geographic holdouts to measure their actual impact until platforms offer randomized lift studies.