Skill Exchange: Tracking the Invisible Journey in AI Search Analytics

AI search is rewriting the rules of discovery. Conversations and summaries now replace the classic search click, reshaping how customers find your brand and leaving gaps in traditional analytics. Learn how to uncover these hidden journeys using Adobe Analytics. Detect and segment traffic influenced by AI platforms like ChatGPT, Perplexity, and Google SGE. Create meaningful classifications, apply Attribution IQ to reveal AI’s assisted impact on conversions, and visualize emerging patterns in Analysis Workspace. Leave with a repeatable framework to help your organization measure what AI search makes invisible, and stay ahead as discovery becomes increasingly conversational. 

Key takeaways: 

• Spot when AI search influences your traffic
• Label and group AI-driven visits using segments and classifications
• Measure and visualize AI impact on conversions

Technical Level: Intermediate to Advanced

Track: Analytics

Content Category: Tips and Tricks

Audience : Analyst, AI Strategy/Technology