Filed under
Ecommerce data and measurement
There is no single agentic checkout to tag. In-chat completion has no merchant page for gtag to fire. A Shopify ChatGPT path still hits your store checkout in an in-app browser. The GA4 job follows that split, and any source you write is a merchant convention.
AI in ecommerce operations
Visible AI referral traffic still sits around 0.2% of sessions on the broadest public benchmark, and the undercount is wider than the channel. Here is a proportionate tracking ladder for D2C operators.
Profit-first growth
Before MER goes in the board pack, marketing and finance need a written inclusion list for the denominator. The ratio is only comparable if that spend policy is fixed, restated when it changes, and read next to contribution profit.