Attribution was leaking long before AI search arrived. Ad blockers, browser privacy features, the move to GA4 and cookie consent banners have each taken their share of the data. Now AI assistants and zero-click results hide even more of the customer journey: visits that used to be traceable show up as "direct" or never appear at all. Meanwhile, boards and budget holders still expect a clear return from every channel.
Tom Capper (Moz), Jade Faulconbridge (Attributed Marketing) and Christian Goodrich (SOZO) look at how measurement reached this point and what it means for search. They'll share the workarounds they use and how they handle the conversation with brands and stakeholders when the numbers no longer add up.