Friday, May 8

🤯 Studies Show Changing Habits in Ad Interactions

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⚡️ Today’s Headlines ⚡️

🤖 Meta is prepping to launch AI agents to automate user tasks. The two new (in progress) agentic AI tools would enable users to let Meta’s AI systems conduct tasks on their behalf, including shopping, with minimal human guidance.

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💰 Google added AI-powered bidding and demand-led budgeting. The new AI-driven bidding and budgeting features are now available across Search, Shopping, and Performance Max to help advertisers capture more demand without increasing manual effort.

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🚫 Google Ads will be adding content & title exclusions to AI Max Ads. The update will be coming to the account level later this year and will giver advertisers the ability to always exclude any other content you don’t want in ads at the account level.

💡 Today’s Insight 💡

You’re probably measuring AI traffic incorrectly (& that’s why you can’t prove ROI)

🗞 TL;DR - Not sure how many times I can shout it from the rooftops but stop trying to measure AI traffic like how you measure SEO traffic!!! Search Engine Journal argues that’s why you can’t prove AI’s ROI on your biz, because you’re measuring it with outdated attribution models built for traditional search and dramatically undervaluing AI-driven traffic. But there’s a better way.

💡 Insight - AI traffic often appears low-volume in analytics, leading teams to dismiss it. But the visitors coming from AI platforms are typically higher intent, more informed, and further along in the buying journey.

A major issue is misattribution. Traffic from tools like ChatGPT, Perplexity, or AI Overviews is frequently categorized as “direct,” “referral,” or not tracked properly at all. This creates a false narrative that AI discovery isn’t driving meaningful business impact.

Search Engine Land also highlights that AI reduces low-quality clicks. Instead of sending users to browse broadly, AI often pre-qualifies them by answering basic questions upfront. As a result, the users who do click through are more likely to convert, meaning traffic quantity drops while traffic quality rises.

Another key insight: traditional SEO metrics (sessions, CTR, rankings) fail to capture brand influence inside AI answers. Brands can shape purchase decisions without generating a click, creating “invisible ROI” that standard dashboards miss.

The takeaway: marketers need to rethink how they define value in an AI-first discovery environment. But just because your standard metrics reports aren’t showing what you want to see, doesn’t mean your efforts are for nothing… you just might be measuring the wrong thing.

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