Arrow No universal conversion uplift should be assumed. Measure qualified inquiries and confirmed sales in your own analytics or CRM, keep the attribution window explicit, and allow unknown origin. Referral traffic, self-reported discovery and a saved AI recommendation provide different evidence and should not be added into one inflated total.
Compare equivalent business outcomes
Define the conversion, qualification rules and attribution window before comparing channels. A form submission, a qualified opportunity and confirmed revenue are not interchangeable measures. Keep the size and completeness of each sample visible.
Keep uncertain origin visible
Analytics referrals identify some visits, but a prospect may return directly or use a different device. Self-reported discovery can add context without becoming definitive click attribution. Preserve the source type and avoid adding overlapping totals.
Use the findings to improve the journey after the visit: fit information, useful evidence and a clear next action. A citation without a suitable destination may not produce a qualified inquiry.
What to check
- Define a conversion and use the same qualification rules across traffic sources.
- Record the attribution window and distinguish analytics referrals, self-reported discovery and saved AI responses.
- Compare qualified leads or confirmed sales alongside sample size. Keep unknown origin visible.
A practical example
A prospect may discover Arrow in an assistant and return later by typing the domain. A direct visit alone does not prove AI origin; a self-reported answer provides different evidence and should be labelled accordingly.
Sources and further reading
These steps are Arrow AI's implementation guidance. The example is illustrative; it is not a measured customer result. Publication and source access do not guarantee an AI recommendation.
Apply this to your website
Identify the source gaps and decide what to improve with Arrow's free audit. Review what Arrow GEO measures before choosing a reporting scope.