Marketing Attribution for Today's Customer Journey

Yext

Jan 29, 2025

3 min
marketing attribution for the new customer journey
Overview:

With AI tools and social platforms reshaping discovery, brands must move beyond outdated metrics like impressions and clicks. Instead, they should focus on real engagement and conversions

Search is changing

For years, Google dominated the search world — and marketers built strategies around its rules. But times are changing. Tools like generative AI and platforms like TikTok are reshaping how people discover, explore, and engage with information, and the traditional search model is losing its edge.

People aren't just "Googling" anymore. They're discovering things in various ways: scrolling through social media, chatting with AI tools like ChatGPT, and then heading back to Google to complete actions. This shift means brands need to rethink not just tactics but how they measure success.

Why the old metrics don’t work anymore

The classic approach — chasing impressions and clicks — no longer captures the whole story. Why? Because impressions only show how often something is seen — not whether people actually care or take action.

As people explore beyond Google, clicks and impressions matter less. Platforms like TikTok and AI tools focus on how people explore, and continuing that exploration, something impressions can't measure.

Instead of chasing vanity metrics, brands must focus on real results: conversions, customer actions, or staying engaged. Track what matters now, not what worked years ago.

How brands can adapt: a two-part digital strategy

To thrive, brands must adopt a strategy that balances: get the technical stuff right and connect with people where it matters.

1. Build a strong technical foundation:

  • Be everywhere: Make sure your business info is accurate and visible on every platform. Yext found that brands syncing information across 75% of its publisher network can boost website clicks by 186%, with traffic coming from both Google and non-Google sources.

  • Stay consistent: Accurate and up-to-date information across all platforms builds trust and increases visibility in AI search results.

  • Use structured data: Help traditional search engines and AI-driven tools understand your content by implementing schema markup for details like locations, products, and FAQs.

2. Connect with customers where it matters:

  • Highlight immediacy: People love quick solutions. Emphasize availability with messaging like "Delivered today" or "In stock now" to create urgency.

  • Leverage social proof: People trust other people's opinions. Positive reviews, user-generated content, and customer comments build trust.

  • Show authority: Endorsements from experts, certifications, or partnerships can boost credibility and help you stand out in a crowded local market.

Responding to the evolving search landscape

The customer journey has never been a straight line, but today, it's more non-linear than ever. With so many new ways to search and discover, brands can't stick to old strategies. It's time to rethink how you connect with customers.

  1. Be easy to find: Make sure your brand shows up wherever people are looking.

  2. Track what matters: Don't worry about how many people see your brand — focus on the actions they take.

  3. Focus on meaningful engagement: Show why people should choose you — with great reviews, fast service, or expert endorsements.

As search keeps changing, adjust your strategy to meet people where they are. This approach isn't just about keeping up — it's about leading in a new era of discovery.

Ready to learn more about the AI search revolution? Click here.

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