Why simple source attribution breaks down
AI-assisted journeys are often delayed, multi-touch, and blended with search, direct, and branded revisits.
A useful model has to separate attention, referral, commercial intent, and realized revenue rather than pretending one click explains everything.
What product teams need from attribution
Merchants need to know which products show up in AI responses, which landing pages convert that attention, and where content or schema changes improve commercial outcomes.
That is why product-level attribution and page-level evidence matter more than vanity aggregate traffic numbers.
Key takeaways
- •AI attribution needs more than last-click logic.
- •Page and product evidence matter.
- •Revenue should be tied back to visibility layers, not inferred loosely.