Lesson 5 of 5 · 3 clips · 14 min
Measuring AI visibility and reporting it upward
How do you show leadership that AI visibility is working when the clicks barely move?
Clicks from AI tools are the easiest thing to count and the smallest part of what is happening. These clips cover what to set up, what to watch, and how to change the language of the report.
Clip 1: Start small: a channel, a tracker, new words
Who is speaking: Matt Bertram asks; Lindsay Halsey answers from about 22:52.
Lindsay Halsey of Pathfinder SEO lists what her agency did first. A custom channel in Google Analytics groups visits from ChatGPT, Gemini, Perplexity and similar tools, and because it applies retroactively you can show the trend straight away. Rank tracking now covers AI Overviews, treated the way featured snippets were. The bigger change is language: move reports from sessions toward visibility and share of voice, the terms PR and paid media teams already use. She also builds llms.txt files for clients, and is candid that nobody knows yet whether they help.
Clip 2: Referral clicks miss most of the effect
Who is speaking: Connor Kimball until about 1:39, then Matt Bertram.
Connor Kimball's point: if clicks from an AI tool to your site are your only measure, you are missing a huge part of the effect. People see your name in an answer, then search for you, type your address, or remember you later. Matt describes AI as the new place people check you out after hearing of you, which makes consistency the job: the hours, services and other facts on your Google Business Profile should also be on your website, because the engines read both.
Disclosure: Connor Kimball works at Cairrot, an AI visibility tracking tool, and Matt names that tool in this clip. Nothing in the takeaway depends on using it.
Clip 3: The same sale, credited three ways
Who is speaking: Brie Anderson, with a question from Matt Bertram at about 22:38.
Brie Anderson's warning is about reports, not tools. Google Analytics 4 can credit one conversion in different ways: a first user view gives it all to the first touch, a session view gives it all to the last, and the attribution paths report, in the often skipped Advertising section, splits it across the journey. Teams open their favorite report, see a channel credited with nothing, and cut the channel that brought the buyer in. Before you judge what AI contributes, decide which view you are reading, and say which in the report.
Try this: Set up the AI channel in Google Analytics this week. Then add one section to next month's report: the prompts you track, which engines name you, and who they name instead. Keep the referral number in the report, but stop leading with it.
If these clips left a question unanswered, send it to Matt. Listener questions are where new episodes come from. Ask Matt.
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