GA4 Misattributed 22.4% of AI Overview Events as Direct in a Nine-Month Study
A nine-month, first-party GA4 study has identified a material reporting problem for teams measuring Google AI Overviews. Of 51,200 tracked AI Overview events for one brand, 11,468 events, or 22.4%, were attributed to Direct rather than Organic Search . The result suggests that conventional acquisition reporting can understate the contribution of AI Overview visibility to organic traffic. The…
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