Analytics

Zero-click attribution

Estimating the business effect of answers that never send a visit: branded search lift, surveys, assisted pipeline.

It will be ugly. Do it anyway or finance will call GEO a hobby.

Ghost citations live here.

Examples

Chat inclusion up, organic down, branded up, demo form “heard about us in ChatGPT” up. That’s a story. Not a last-click conversion.

Visits influenced by AI answers that show up as direct, branded search, or unassigned. The chat never sent a referrer.

A ghost citation is when an AI answer names your brand but does not link you. You got the shout, not the click.

Zero-click search is when the user gets the answer on the results page or in chat and never visits you.

A standard model? +

No. Pick 2–3 directional metrics and don’t overfit.

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