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The attribution you are waiting for from ChatGPT is coming, and it is not coming to you. I ran a survey this month (it’s still open; please take it) asking whether dedicated AI visibility platforms are worth paying for, and I deliberately never asked about attribution. It showed up anyway. One consultant wrote that the […]
In most cases, Google Analytics 4 projects start as a technical request. A marketing team, client, or stakeholder asks for tracking to be set up. Someone gets access to the property and assumes the data will eventually tell a story worth listening to. Maybe sometimes it does. But most of the time, it produces a […]
Google’s Merchant Center opened a pilot last week that shows retailers what shopping-related questions people ask AI Mode and AI Overviews about. Brodie Clark, an independent SEO consultant who got access on a client sub-account, published screenshots and called it the first Google product to give query data for these surfaces The query data is […]
The buyer journey used to take ten steps: search a category, click a result, compare a few providers, check reviews, search again, then decide. Now it often takes two. Someone asks an AI assistant which option fits them best, and clicks whatever it names. If your brand isn’t in the three or four names that […]
Most AI visibility dashboards report a number that feels like rank tracking and behaves nothing like it. They count how often a model names your brand across a batch of prompts, then present that count as progress. It rarely correlates with what actually pays: whether a model recommends you over a competitor when someone is […]
Avinash Kaushik spent roughly 16 years inside Google, has held senior client-side roles at companies like Intuit and DirecTV, and now advises brands and agencies as chief strategy officer at Human Made Machine. So, when he tells marketers to renegotiate their agency contracts and expect savings of 25% to 75%, starting this month, it is […]
According to a benchmark report published by Invoca on July 13, calls referred by ChatGPT are more likely to qualify as sales leads than calls from any other channel. However, once answered, these calls convert at approximately the average rate. The report states that the lead rate for ChatGPT-referred calls is 49%, which is approximately 10 […]
I was digging through a Google Analytics 4 account recently, broke the traffic down by source and medium, and saw something that made me stop scrolling. The same source, chatgpt.com, was sitting in three different channels at once. Not three different sources. One source, scattered across three channels, in the same report. If you’ve got […]
You’re finalizing a monthly PPC report, excited to show improvements you’ve seen in the account. You highlight an A/B test that yielded an improvement in CPA, along with a new Meta campaign that is driving marketing qualified leads. Yet when you present the report to leadership, you still get questions like, “How are these actions […]
This month’s Ask A PPC tackles a very real concern: Search term visibility keeps shrinking on some platforms while other platforms continue to maintain more transparency. Advertisers still need to understand, diagnose, and optimize campaigns even when they do not have full search term signals. “With search terms increasingly unavailable, what technical signals should advertisers […]