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An AI answer can recommend your product without linking to your website. A customer might then search for your brand, visit directly, or buy offline. The purchase still matters to the business, even when analytics cannot connect it to the earlier answer.

That was the measurement problem Tom Capper, Director of Search Product Strategy at STAT, addressed in Tactical Solutions For The Biggest AI Search Measurement Challenges .

In this webinar, Capper explained why zero-click search was also an attribution challenge, not simply a traffic problem.…