Measuring the unmeasurable: Attribution in the age of GenAI

The article highlights the transformative impact of large language models (LLMs) like ChatGPT, Gemini, and Claude on user discovery and marketing. Unlike traditional SEO, LLMs deliver traffic that is often unattributed and difficult to measure, yet users from these sources show higher intent and monetization. Industries such as legal, finance, healthcare, e-commerce, and SaaS are leading the shift, with some brands seeing 5-10% of top-of-funnel traffic from LLMs.

Core challenges include lack of ranking visibility, inconsistent linking, and broken attribution. To adapt, marketers should write content optimized for AI—using concise answers, lists, and repeated keywords—and track links with UTMs. AppsFlyer's OneLink solves attribution by enabling deep linking and web-to-app measurement, turning clicks from AI responses into quantifiable insights.

Structured data markup (e.g., FAQPage schema) further enhances discoverability. The article emphasizes that by deploying robust deep links across owned and earned media, marketers can ensure seamless user experiences and accurately attribute conversions, ultimately turning AI-driven traffic into measurable growth. The bottom line: LLMs are the new gateway; with the right setup, brands can stop guessing and start optimizing.