attribution
Every dollar knows where it came from.
Revenue is the KPI, so attribution is built in, not bolted on. Every order traces to the channel that produced it, and AI channels are measured like any other.
Campaigns report the revenue they generated, the uplift that would not have happened without them, and the parts of the Brand Model that shaped them.
AI channels
$4,822example figure · attributed to AI channels · every order, one channel
ChatGPT
$3,21452 orders · 3.2% conversionGemini
$1,08819 orders · 3.3% conversionPerplexity
$4027 orders · 3.0% conversionOther assistants
$1182 orders · 2.1% conversionAttribution runs the same for every channel, AI or not.
Campaigns
Answers for AI channels
PerceptionEvidence
Email flows by persona
CustomerMessaging
Product pages by persona
MessagingProduct
Incremental uplift is measured against a holdout.
how we say it
What we won’t claim.
“We'll increase your traffic from AI.”We find the gap and work it in the open. Every movement carries a date.
“Structured data will rank you higher.”Structured data changes eligibility, not ranking.
“42% top-three on one assistant.”A reference number from a category prompt set, measured against a different denominator than yours.
“It shipped, so it's working.”A publish check proves the code is live. Nothing beyond that.
“That surface returns zero, so it's dead.”Null means we did not probe it. Zero means you were absent.