3) Attribution is hard. When someone learns about your product on an AI tool, they tend to do a zero-click or direct search of your company. You can’t figure out where they came from or how they learned about you — unlike SEO, where last-click attribution is reliable.
You need to “triangulate” to attribute. Correlate sales call transcripts, new traffic and earned media, sample prompts, bot crawls on pages, ChatGPT citation click through, and more in order to understand the impact of your campaigns. It’s not going to be as clear cut as SEO, but it’s still possible to get leading indicators.