AI traffic is real. Your attribution model probably doesn't know it yet.

In partnership with

What I'm teaching tomorrow (and why now matters)

The channel with your highest-intent visitors is probably showing up as a "referral" or "Direct" in GA4 right now.

Most analytics setups were built before AI platforms became a meaningful referral source.

When someone visits your site after a ChatGPT conversation or a Perplexity search, they typically arrive in the referral channel grouping, a group most marketers have grown to ignore over the years.

There are so many questions around how AI affects the modern B2B purchase funnel that we built a workshop around the entire measurement process.

Tomorrow, I'm kicking off Measuring the Modern AI-Powered B2B Funnel - a four-session live program co-developed with the CXL Institute. Sessions run every Tuesday at 12 PM Eastern / 6 PM CET, April 14 through May 5.

Here's how the four weeks break down:

Week 1 - Tomorrow, April 14 (Jeff Sauer):
Strategy and the full AI traffic landscape. We'll map where AI traffic is actually coming from, what's trackable and what isn't, and build a visual data flow map for your site. I'll walk through the CLEAN Data Framework - a structure I use with clients to get measurement strategy out of a spreadsheet and into something you can actually execute on.

Week 2 - Tuesday, April 21 (Julie Brade):
Hands-on inside GA4 and GTM. Where AI traffic hides in your reports, how to tag it properly, and a mini-audit of your existing container to catch anything that's creating gaps or noise.

Week 3 - Tuesday, April 28 (Manisha Mistry):
MCP servers. This is newer territory for most people - we'll configure the GA4 MCP server, connect it to GA4, and start querying your data directly through AI tools. Instead of navigating reports to find what you need, you can just ask.

Week 4 - Tuesday, May 5 (Julie Brade):
Dashboard built in Data Studio. Worth noting: Google renamed Looker Studio back to Data Studio over the weekend - good to know regardless of the workshop. We'll use a provided template to build a working AI traffic report you can actually put in front of stakeholders.

The full resource bundle comes with it: a continuously updated spreadsheet of 50+ LLM referral sources, MCP setup guide, mega prompt for GA4 queries, and the dashboard template. Lifetime access to all four session recordings included.

One note on pricing: this is the introductory cohort. We co-built this with CXL specifically to get this measurement infrastructure in front of as many marketers as possible right now. The pricing reflects that - future cohorts will be higher. Even attending a single session is worth more than what we're asking for all four.

If AI traffic is starting to come up in stakeholder meetings but you don't have the data to answer those questions yet, this is the practical path forward.

Full details and enrollment

To Your Measured Success!
--Jeff Sauer
CEO of MeasureU

P.S. The first session is tomorrow - Monday, April 14, at 11 AM CT / 6 PM CET. Recordings are included for all four sessions, but the live Q&A is where the most specific guidance tends to happen. If you can make it live, I'd recommend it. Details available here.

Coming Up This Week at MeasureU

Workshop: Measuring the Modern AI-Powered B2B Funnel

Tuesday, April 14, 12:00 PM – 1:30 PM EDT

Welcome to the Measuring the Modern AI-Powered B2B Funnel Workshop! B2B buying increasingly starts with an AI query (ChatGPT, Perplexity, Claude, Gemini). However, these AI-referred sessions typically arrive with no referral string attached, burying your highest-converting traffic in GA4 as "direct" or "(not set)." In this 4-week live workshop from MeasureU and CXL, you will learn how to map AI-driven journeys, identify LLM traffic in GA4, and report reliable pipeline impact. Over four live se

This call is for MeasureU Pro Members

LLM traffic converts 3× better than Google search

58% of buyers now start their research in ChatGPT or Gemini, not Google. Most startups aren't showing up there yet.

The ones that are get cited by the AI tools their buyers, investors, and future hires already use. And they convert at 3×.

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