Ask a marketing leader how much of their traffic comes from ChatGPT, and you'll usually get the same response: a pause, then "we don't really know."

In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers the AI attribution gap and what businesses can actually do about it.

• Why "dark traffic" makes AI-driven visits invisible in Google Analytics

• Setting up channel groups to track referrals from AI platforms

• Auditing direct traffic for signs of AI-influenced buyer journeys

• Manually checking visibility inside ChatGPT, Gemini, and Perplexity

• Using tools like Peec AI, Profound, and Scrunch AI to monitor AI visibility at scale

• Why asking customers directly is still the most reliable source of truth

With ChatGPT now among the most visited sites in the world, more buyers are starting their research there long before a business sees them in analytics. Charlie breaks down why closing this gap matters for justifying AI Search investment to the board, and the practical changes marketing teams can make starting today.

Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/

Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation:https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/

Read the show notes:

https://exposureninja.com/podcast/ai-attribution-gap/

Listen to this episode next:

How To Show Up in ChatGPT in 5 Steps:

https://exposureninja.com/podcast/show-up-in-chatgpt/

Google isn't sending you the traffic it used to, and it's not because your product got worse, your sales team got worse, or demand disappeared.

AI Overviews and AI Search tools like ChatGPT, Gemini, and Perplexity are rewriting how people research and buy, and if you're only optimising for traditional search, you're already behind.

Here's what I cover:

• Why AI Overviews cut clicks to websites by 58% when they appear and what that means for your traffic

• Case study #1: how a global skincare brand grew organic traffic by 27% year-on-year while more than doubling their AI Overview mentions

• Case study #2: how a business with a 14.5% drop in organic traffic still hit their best-ever revenue month from search — with average order value up over 10%

• The two-part strategy (traditional SEO + AI Search Optimisation) that's helping both of these businesses win right now

Want to know exactly where you stand in traditional and AI Search? Request an SEO and AI Search Audit at https://exposure.ninja/audit/ and we'll show you your visibility across Google, ChatGPT, Perplexity, and Gemini, and build you a step-by-step plan to improve it.

Read the full show notes:

https://exposureninja.com/podcast/not-enough-leads/

Charlie has heard the same opening line in nearly every sales conversation over the past few weeks: "My boss is asking why we don't show up in ChatGPT, what do I do?"

In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers:

• Why aligning the business on one clear positioning statement is the essential first step

• How to benchmark your current AI Search visibility without relying on random ChatGPT searches

• Building a one-year (minimum) roadmap that prioritises your highest-value categories first

• The three pillars of implementation: technical updates, content, and PR

• Why training your team is the most overlooked step in AI Search Optimisation

Showing up in LLM answers isn't about hoping for visibility. It takes a structured plan, the right technical foundations, and consistent tracking of your share of voice against competitors.

Check out our recent case study where we drove visibility results in AI Search and Google:

https://exposureninja.com/our-work/value-capital-funding/

Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/

Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/

Get the show notes:

https://exposureninja.com/podcast/show-up-in-chatgpt/

Listen to these episodes next:

Viral Sunscreen Shows The Future Customer Search Journey: https://exposureninja.com/podcast/customer-search-journey/

Google I/O 2026: 5 AI Search Updates Marketing Leaders Need To Know: https://exposureninja.com/podcast/google-i-o-2026/