The Measurement Gap: Why Clicks No Longer Matter (And What Does)

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  "description": "Your marketing dashboard is likely missing half the story. Impressions, clicks, and keyword rankings were built for a world where Google sent traffic to websites. When 60% of searches end in AI-generated answers without clicks, those metrics don't fully connect to revenue. AI traffic from platforms like ChatGPT and Perplexity is already converting at 4-5x the rate of traditional search for some brands — but most marketing teams can't see it, let alone measure it.\n\nThis session introduces the measurement framework for AI-first marketing: answer share (how often you appear in AI responses), citation rate (how often you're referenced as a source), and AI-driven conversions (revenue from users who never clicked a traditional link). We'll discuss how to design attribution experiments that prove impact, connect your brand’s AI visibility to actual business outcomes, and build an executive dashboard that ties AI performance to revenue.",
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  "long_description": "Your marketing dashboard is likely missing half the story. Impressions, clicks, and keyword rankings were built for a world where Google sent traffic to websites. When 60% of searches end in AI-generated answers without clicks, those metrics don't fully connect to revenue. AI traffic from platforms like ChatGPT and Perplexity is already converting at 4-5x the rate of traditional search for some brands — but most marketing teams can't see it, let alone measure it.\n\nThis session introduces the measurement framework for AI-first marketing: answer share (how often you appear in AI responses), citation rate (how often you're referenced as a source), and AI-driven conversions (revenue from users who never clicked a traditional link). We'll discuss how to design attribution experiments that prove impact, connect your brand’s AI visibility to actual business outcomes, and build an executive dashboard that ties AI performance to revenue.",
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