Attribution gap in agentic search: How to close it

A growing share of buying decisions is being shaped inside AI tools like ChatGPT, Perplexity, and Google’s AI Mode and AI Overviews. Analytics platforms can’t see these interactions, which leaves businesses guessing about how much of their revenue AI is actually influencing. Your analytics aren’t lying. They just can’t see the AI tools shaping the decision.
This guide explains what’s driving the gap, why it matters for your brand, and how to start tracking the right metrics to close it.