Thijs van Beers breaks down a practical framework for isolating traffic from Google AI Overviews, AI Mode, and "People Also Ask" using Google Tag Manager, GA4, and AI without relying on expensive third-party tooling. Thijs reveals how capturing this data originally made it possible to reverse-engineer underlying prompts and measure which content wins quotes in AI search.

However, in true search SEO fashion, Google recently threw a wrench in the gears. Thijs takes attendees through the rise and fall of this methodology, dissecting what changed, what we can still measure, and what the situation reveals about the eternal cat-and-mouse game between SEOs and Google.