The Better Marketing Blog
Better tips, tools, and tactics for the AI era.
Quick Summary
- AI has changed how customers discover brands, so search traffic and rankings now tell only part of the visibility story.
- Most executive questions can be answered with reports your team already has in analytics, search, CRM, and project-management systems.
- The most useful insights often come from reading metrics together.
Marketing teams have plenty of data. Between Google Analytics, Search Console, CRM dashboards, SEO platforms, project-management software, and AI visibility tools, finding another number is rarely the problem.
The real challenge is figuring out which numbers answer the questions executives are asking in the age of AI.
- Are customers finding the brand through ChatGPT?
- Are rankings falling, or are fewer people clicking?
- Is AI helping the team finish work faster?
- Are those time savings showing up in pipeline and revenue?
In this guide, we’ll show you the questions you should be asking, the metrics you should be measuring, and where to find them.
Is Organic Search Declining Because of AI?
Search traffic falls for all sorts of reasons. Rankings slip, demand changes, or competitors write better titles. New search features answer the question before anyone needs to click.
AI Overviews have added one more possibility. Before giving them all the blame, check whether your site is actually losing visibility or still appearing in search without attracting as many visits.
The tool
Google Search Console
Where to find it
Open Google Search Console → Performance → Search Results.
Start with these four metrics:
- Total clicks show how many visits Google Search generated.
- Total impressions show how often the site appeared in search results.
- Average position shows where the site generally appeared for the selected queries and pages.
- Average CTR shows what percentage of impressions produced a click.
These numbers become much more useful when you read them together. If impressions and average position stay relatively steady while clicks and CTR fall, your site is still visible. Something about the search experience has changed.
Search Console cannot tell you exactly what changed. AI Overviews may be involved, but so could featured snippets, stronger competing listings, changing intent, or other search features.
What to watch
Look for patterns that stick around long enough to matter:
- Pages keep earning impressions while clicks decline.
- Queries hold similar average positions but produce a lower CTR.
- Informational searches begin showing new SERP features or AI-generated answers.
- Dependable pages slowly lose clicks over several months.
Compare the last three or six months with the period before it. A rough week happens, but a steady slide deserves a closer look.
What action should you take?
Start with pages that are losing clicks while holding their visibility. Search their leading queries yourself and look at the results your customers now see.
A stronger title or meta description may help when competing listings have become more appealing. If the search result already answers the basic question, give people another reason to visit. Original research, proprietary data, expert analysis, useful visuals, templates, and interactive tools can all help further boost clicks.
Am I Getting More AI Referrals?
AI assistants are now a measurable source of website traffic. Google Analytics can show which platforms send visitors, where those visitors land, and what they do next.
The numbers may look small beside organic search. That’s fine. A modest source can still matter if its visitors stay longer, explore more, or complete valuable actions.
The tool
Google Analytics 4
Where to find it
Open Reports → Acquisition → Traffic acquisition.
Change the primary dimension to Session source / medium, then search or filter for known AI referral domains. You may see entries such as:
- chatgpt.com / referral
- chat.openai.com / referral
- perplexity.ai / referral
- gemini.google.com / referral
- claude.ai / referral
These values can change as platforms update their domains and routing. Check the sources that actually appear in your GA4 property instead of relying on a permanent master list. AI platforms have a habit of moving the furniture.
What to watch
Sessions are a good starting point. Then look at what those visitors do:
- Landing pages show which content AI visitors reach first.
- Engaged sessions and engagement rate show whether they interact with the site.
- Average engagement time per session helps separate a useful visit from a quick exit.
- Key events show whether visitors complete actions your team cares about.
- Session key event rate helps you compare AI referrals with organic search and other channels.
Someone arriving from an AI assistant may already know the basics because the platform summarized the subject before presenting the link. That means AI-referred traffic is usually much higher quality.
What action should you take?
Look closely at the pages receiving repeat AI referrals. What do they have in common? You may find clear explanations, strong sources, original insights, or enough depth to help an AI platform build a useful answer.
A referral tells you that an AI platform linked to the page during a user interaction. It won’t explain every reason the page was chosen, but recurring patterns can give your content team a useful trail to follow.
Am I Visible in AI Search?
Referral traffic tells you when someone clicked a link from an AI platform. AI visibility answers a wider question: Does your brand appear when customers ask relevant questions, even when nobody clicks?
A mention, a citation, a recommendation, and a website visit are four different things. Your reporting should keep them separate.
The tools
Media Shower AI Visibility reporting or a dedicated AI visibility platform
Where to find it
Media Shower clients receive AI Visibility reporting in their monthly client presentations. The report shows AI referral traffic, the pages receiving those visits, and the content themes appearing most often.
Teams using a separate platform (like Ahrefs or Semrush) can also review AI visibility, but these reports are still new and evolving.
What to watch
Review visibility alongside referral and engagement data:
- Track changes in your brand mention rate and share of voice.
- Find prompts where competitors appear and your brand does not.
- Keep unlinked mentions separate from linked citations.
- Watch which pages receive AI referrals more than once.
- Look for valuable topics where your brand barely appears.
- Compare ChatGPT, Gemini, Claude, and Perplexity when your reporting platform supports model-level analysis.
A page with modest traffic can still be doing important work. If AI platforms repeatedly send people there, the page may be answering a specific question especially well.
What action should you take?
Start with the pages already receiving AI traffic. Refresh old statistics, add expert commentary, strengthen the sourcing, make the author’s expertise clear, and connect informational pages with relevant product or conversion content.
Which Keywords Are Disappearing?
Content decay never arrives with flashing lights and an alarm. A dependable page usually loses ground a little at a time as rankings shift, search demand changes, competitors improve, and search results absorb more clicks.
Looking at keyword and page trends together helps you catch those losses while the page still has something worth saving.
The tool
Ahrefs, Semrush, or another enterprise SEO platform
Where to find it
In Ahrefs, open Site Explorer → Organic search → Organic keywords and compare the current period with an earlier one. Then review Top pages to see which URLs account for the largest estimated traffic losses.
Semrush and other enterprise SEO platforms offer similar keyword-position and page-trend reports. The labels change, but the workflow stays the same: compare periods, find the declining keywords, and connect those losses with the pages that rank for them.
What to watch
Focus on declines that could affect the business:
- High-value keywords have slipped from page one.
- A handful of pages account for a large share of the estimated traffic loss.
- Several related keywords are declining around the same topic.
- Older evergreen pages are losing positions they held for months or years.
- Search intent has changed, and the existing page no longer resembles the leading results.
When several related keywords fall together, you may be looking at a broader topic or intent problem. A quick copy edit won’t rescue a page when competitors answer a more useful question.
What action should you take?
Start with pages that already have valuable rankings, links, and conversion potential. Update old evidence, strengthen thin sections, add current examples, and improve internal links from related pages.
Check the live search results before you start editing. If Google now favors a different format or intent, respond to that change. Adding another 500 words to an old article that’s no longer ranking is unlikely to help.
Are My Rankings Dropping?
A drop in traffic doesn’t automatically mean your rankings fell. Search demand may be lower, or CTR may have changed. AI-generated results may be absorbing clicks while your positions hold steady.
A rank tracker helps separate those possibilities by showing how a chosen group of keywords moves over time.
The tool
Ahrefs Rank Tracker
Where to find it
Open Ahrefs Rank Tracker → Overview.
Look for the reports that show:
- Average position summarizes movement across your tracked keywords.
- Visibility estimates how prominently those keywords appear in search.
- Position history shows how rankings are distributed across position ranges.
- Keyword movement highlights meaningful gains and losses.
- Competitor reports show whether another domain is gaining ground across the same keyword set.
Position history is especially helpful because it shows whether you have one wobbly keyword or a broader pattern.
What to watch
Pay attention when:
- Important keywords move from positions 1–3 into positions 4–10.
- Several pages lose ground across consecutive reporting periods.
- A competitor steadily gains visibility around the same strategic topics.
- Related keywords decline together.
One lost position may be ordinary search volatility. A steady decline across keywords that matter to the business is worth investigating.
What action should you take?
Open the current search results and compare your page with the competitors that moved ahead. Check freshness, intent, evidence, structure, and how fully each page answers the query.
Update valuable pages before they slide off page one. Refresh the examples and statistics, improve internal linking, and strengthen any section where a competing page now gives the reader a clearer or more current answer.
Which Pages Have Declining CTR?
The first Search Console review tells you whether organic performance is changing overall. A page-level CTR review shows which URLs are driving that change.
A page can hold its ranking and still bring in fewer visits. It remains visible, but the search result has become less appealing or less necessary to click.
The tool
Google Search Console
Where to find it
Open Performance → Search Results → Pages, then compare the last three to six months with the preceding period.
Turn on clicks, impressions, average CTR, and average position. Sort by the difference columns, then look for pages that kept roughly the same visibility while losing clicks.
What to watch
The clearest pattern combines three signals:
- Impressions remain steady or increase.
- Average position stays within a similar range.
- CTR declines across the comparison period.
That pattern gives you a lead, not a culprit. Search the page’s leading queries and review the current results. You may find an AI Overview, a featured snippet, a richer competing listing, or a shift in what people want from the query.
What action should you take?
Start with the snippet people see. If the title and meta description no longer communicate the page’s value, sharpen them. Check that any structured data is accurate and appropriate for the content.
Then look at what visitors get after the click. Original data, calculators, templates, downloadable resources, and experienced analysis can make the trip worthwhile even when Google has already provided the short answer.
Is AI Speeding Up Production?
AI may help someone write a first draft faster while doing very little for the rest of the production process. The campaign can still spend a week waiting for review, design, legal approval, or publishing.
Your project-management data shows whether the whole workflow is moving faster. It can also show you where the saved time disappears.
The tool
Asana, monday.com, Jira, or your team’s project-management platform
Where to find it
Review or build reports for:
- Cycle time measures how long work takes from active start to completion.
- Throughput counts the projects or deliverables completed during a set period.
- On-time completion shows how often work meets its planned deadline.
- Team capacity compares assigned work with available capacity.
- Bottlenecks show where work repeatedly sits and waits.
You may need to build some of these reports. Reliable cycle-time and capacity data depends on consistent status fields, timestamps, workload estimates, and a dashboard that brings them together.
What to watch
Compare similar work from before and after AI entered the workflow. Keep an eye on other changes, including project complexity, team size, demand, and approval requirements. Otherwise, you may give AI credit for a lighter month or blame it for a heavier one.
Look for shorter cycle times, greater throughput, fewer delayed campaigns, and a healthier spread of work across the team. Keep a quality measure nearby. Faster output loses its charm when every project comes back for two extra rounds of revision.
What action should you take?
Find the stage where work still waits. If AI speeds up drafting while approval time stays exactly the same, your next opportunity is sitting in the review process.
Treat time-saved figures as estimates unless the team has documented task baselines. The stronger story combines faster delivery, steady quality, and a workload people can actually sustain.
Are CAC, LTV, and Pipeline Improving?
Faster marketing becomes more valuable when it helps the business grow profitably. CRM and financial data show whether your work is creating qualified opportunities, customers, and revenue.
These numbers also keep the AI conversation grounded. A team can produce twice as much content and still end up with the same pipeline.
The tool
HubSpot, Salesforce, or your organization’s CRM and business-intelligence system
Where to find it
Review dashboards that cover:
- Open marketing-sourced pipeline shows the value of qualified opportunities connected with marketing activity.
- Opportunity creation shows whether marketing is adding new qualified deals.
- Marketing-attributed closed-won revenue shows how much completed revenue receives credit under your attribution model.
- Customer acquisition cost compares sales and marketing acquisition spending with the number of new customers acquired.
- Customer lifetime value estimates the revenue or profit expected across the customer relationship, depending on how your company defines it.
- The LTV:CAC relationship helps executives judge whether acquisition spending is producing enough long-term value.
These metrics depend on clean CRM data, connected costs, agreed lifecycle definitions, and a documented attribution model. A beautiful dashboard can organize messy data, but it can’t make that data trustworthy.
What to watch
Look at the direction of each metric and the relationships among them. Lower CAC is good news when lead quality and customer value remain healthy. A growing pipeline is encouraging when those opportunities keep moving toward closed-won revenue.
If you track AI referrals or AI-influenced journeys, compare their pipeline and revenue performance with other sources. Describe the result as an association unless your measurement setup can support a stronger claim.
What action should you take?
If cycle time and throughput improve while CAC, pipeline, and revenue stay flat, find the broken link. The team may be producing faster without reaching a better audience or creating stronger demand.
Use CRM data to decide where AI-assisted efficiency deserves more investment. The most convincing case connects an operational gain with a business result through clear definitions and reliable tracking.
Summary: Which Tool Answers Which Question?
| Business question | Best tool or report |
| Is organic search declining because of AI? | Google Search Console, followed by a live SERP review |
| Am I getting more AI referrals? | Google Analytics 4 Traffic acquisition |
| Am I visible in AI search? | Media Shower AI Visibility reporting or a dedicated AI visibility platform |
| Which keywords are disappearing? | Ahrefs, Semrush, or another enterprise SEO platform |
| Are my rankings dropping? | Ahrefs Rank Tracker or a comparable rank tracker |
| Which pages have declining CTR? | Google Search Console Pages report |
| Is AI speeding up production? | Asana, monday.com, Jira, or another project-management platform |
| Are CAC, LTV, and pipeline improving? | HubSpot, Salesforce, or your organization’s CRM and BI system |
Marketer’s Takeaways
- Start with the business question. It keeps the team focused on useful evidence instead of whichever metric happens to be easiest to find.
- Keep AI visibility, mentions, citations, and referral traffic separate. Each one describes a different kind of discovery.
- Connect operational gains with pipeline, CAC, customer value, and revenue. Faster marketing matters most when it produces a stronger business result.
Media Shower’s AI marketing platform helps brands turn AI metrics into measurable marketing momentum. Click here for a free trial.
