Reply To: AI search is eating clicks – how are CMOs proving ROI now?

[BoGrumpus]

I would argue that clicks and traffic were NEVER a good way to prove ROI. If it takes you 1000 visits to get one sale or closable lead, that’s something. But then if I lose half of that (and it’s the garbage stuff) the 500 visits/clicks I get now convert 3 or 4 times – meaning every 1000 now generates 6-8 sales.

And since AI works to get specific answers for specific questions being asked and will lower traffic from everything that isn’t going to actually be able to convert, you can’t get away with just reporting traffic and clicks as a win. It’s always been true, it’s just more obvious that if there is an actual correlation, it’s a spurious one.

G.