ATTRIBUTION EPISTEMOLOGY

How to attribute ChatGPT traffic without pretending you can see everything

Use the strongest available evidence, label uncertainty and leave dark-funnel influence distinct from confirmed attribution.

  1. PossibleChatGPT discovery

    AI answer evidence

  2. UnknownReturn via Google

    Dark-funnel influence

  3. ObservedDemo

    Website action

  4. ConfirmedCRM opportunity

    Joined record

01 / FIVE EVIDENCE TIERS

Confidence should travel with every outcome.

  1. DirectionalAI answer evidence

    A captured answer or prompt observation.

  2. DirectReferral evidence

    Referrer or utm_source=chatgpt.com where available.

  3. ObservedWebsite evidence

    Landing URL, session/event IDs and timestamps.

  4. CorroboratingBuyer-reported evidence

    An optional “How did you hear about us?” response.

  5. ConfirmedCRM-confirmed evidence

    Lead/contact, opportunity and closed-revenue records with defined windows and consent.

02 / PRACTICAL TABLE

Never collapse three states into one source field.

StateWhat it meansHow to report it
Confirmed sourceExplicit referrer/UTM plus matching session or recordConfirmed ChatGPT referral
Supported influenceBuyer report or contextual evidence, without a direct referralAI-influenced, not confirmed source
UnknownNo adequate evidence to join the journeyUnknown; do not force attribution

03 / DARK FUNNEL

Unknown does not mean unimportant.

A buyer can discover a brand in AI and later return through branded search, direct traffic, Slack or another device. Capture explicit referrers and utm_source=chatgpt.com where they exist; preserve landing URL, event IDs and timestamps.

Self-reported attribution is useful corroboration, not perfect truth. Automation can act on patterns, but Eli should keep the evidence state visible on every outcome.

NEXT DECISION

Use attribution to improve—not overstate—the chain.

SOURCES AND METHOD

Sources checked for this comparison.

These links support the external product and platform references on this page. Eli publishes this comparison; verify critical requirements directly with each provider.

CONNECT YOUR WEBSITE

Measure AI influence with evidence, not guesses

Keep confirmed referrals, supported influence and unknown journeys visibly separate.

Measure AI influence