Measuring the unmeasurable: Attribution in the age of GenAI

Large Language Models (LLMs) such as ChatGPT, Gemini, and Claude are transforming how users discover apps and content, acting as a new organic traffic source that often surpasses traditional search in user intent and monetization.
However, this shift introduces significant challenges: lack of visibility into rankings, inconsistent linking, and broken attribution, making optimization difficult.
Industries like Legal & Financial Services, Online Shopping, Healthcare, SMB/SaaS, and Consumer Tech are leading in AI-driven traffic.
To succeed, marketers should write concise, clear content for AI, use UTM parameters for tracking, implement deep linking (e.g., via AppsFlyer's OneLink), and add structured data like FAQ schema.
These strategies help turn AI mentions into measurable growth by bridging the attribution gap in web-to-app flows.