Attribution in the era of generative AI search is tricky, but not impossible. Some strategies to cope with the challenges include:
- Proxy Metrics for Conversions: If you cannot directly track that an AI recommendation led to a conversion, look for indirect signs. For instance, if ChatGPT suggests your product and the user later visits your site via a branded search or direct URL, that conversion may be influenced upstream by the AI. Using post-purchase surveys (“How did you hear about us?” with an option for “AI assistant/Chatbot”) can capture anecdotal data. It’s not as rigorous as click tracking, but over time it can reveal patterns.
- Branded Search Uplift: Monitor your branded search query volume in Google/Bing over time. A rise in people searching your brand or domain name could result from AI exposure. For example, someone sees your brand mentioned in an SGE snapshot and later Googles your company to learn more. Search Console data on branded queries or Google Trends for your brand name can thus serve as a loose proxy for AI-driven awareness.
- Unique Identifiers in Content: This is an experimental idea – include a unique phrase or identifier in some content and then query AI engines to see if that exact phrase ever appears (indicating they trained on or retrieved your content). Caution: this doesn’t work with all AI (as many paraphrase), but it can sometimes reveal if your content was used. Some publishers have tried “watermarking” content in this way to detect AI training. However, do this only in inconspicuous ways (perhaps in metadata or alt text) to avoid harming user experience.
- Collaborate with Platforms: The industry is aware of publisher attribution concerns. Stay tuned to announcements from Google, OpenAI, Microsoft, etc., about publisher analytics. Google has hinted at exploring ways to give publishers more insights in the future. Being an early adopter of any beta programs for AI publisher data (should they arise) will give you an edge in attribution.
In summary, start your GEO journey by establishing how you’ll measure success. Set up analytics to catch AI-driven traffic, use tools to monitor AI visibility, and be creative in attributing the influence of generative answers on user behavior. With this tracking foundation laid, you can move forward confidently, knowing you’ll be able to quantify the impact of all your subsequent GEO efforts.