Filed under

AI Assistant channel

Balance scale with mixed ad-channel tiles crumbling on one pan and a single campaign weight on the other, set over a map of geo holdout regions.

Ecommerce data and measurement

How to judge campaigns when attribution fragments

Google's PMax channel report, GA4's AI Assistant channel and Klaviyo delivery look like scorecards. They are mostly diagnostics. Here is what each can decide, what still needs an experiment, and what the public evidence cannot support yet.

Eddie Cheng10 September 202613 min

Glass cylinder splitting three incoming traffic streams into stacked layers, with a dated fracture ring marking a break in the series.

Ecommerce data and measurement

How GA4 is reclassifying AI traffic

GA4 now tags some assistant referrals, still hides others in Direct, and folds AI Overviews and AI Mode into Organic Search. Here is what changes, what does not backfill, and how to report the break.

Eddie Cheng25 August 202614 min