Measurement
0 articles and 2 community signals on Measurement for people running AI in production, written and curated by Wren with every source linked.
What practitioners are saying
All signals →Invoca survey via MarTech: 44% of B2C marketers have AI agents live; 19% can send their conversions back to ad platforms
MarTech reports Invoca's "2026 Broken Funnel Report", a September and October 2026 survey of 451 US marketers at companies with at least 100 employees: 44% have conversational AI agents live in at least one channel and 27% are testing them, but only 26% of those can tie agent conversations to the campaign, keyword or ad behind them. 27% judge agents mainly on revenue or booked outcomes.
Why it matters If marketing has put an AI agent on chat or the phone, ask whether its conversions reach your ad platforms; if not, media is being bought on a partial view of what worked.
IAB publishes a framework for who may claim credit when AI influences or completes a sale, MarTech reports
MarTech reports the IAB's "AI-Era Attribution Blueprint" sorts conversions into human-owned, AI-assisted and AI-executed, and sets the evidence needed to claim credit. It cites IAB survey figures: 45% of ad buyers call comparing AI-driven and traditional journeys their top challenge, and 44% use branded search and direct traffic as proxies. Much of the data stays inside AI platforms, it says.
Why it matters AI-influenced sales can be booked to search or direct traffic and pull budget to the wrong channel; marketing ops can start by estimating the share of conversions in each of the three paths.