Google has transformed the way four generations of internet users learn and discover information. For the last 20+ years, “Google it” has been synonymous with finding answers. But that’s all changing.
The introduction and rapid adoption of AI-powered search and discovery platforms is transforming the way people learn and discover once again. While users are still searching, they’re increasingly reading AI overviews or turning directly to platforms like ChatGPT, Claude, and Perplexity. ChatGPT alone has 800 million weekly active users.
This shift demands that marketers evolve traditional search engine optimization (SEO) strategies for AI-driven discovery — while simultaneously creating a new measurement blind spot.
The blind spot: AI-driven traffic
The move toward AI-powered search and discovery platforms has created a major measurement problem. When ChatGPT or Claude surface a link to your domain and a user clicks it, the traffic often appears as:
- Unattributed
- Direct
- Generic organic
- Missing channel context
Without clear attribution for AI-driven traffic, marketers can’t:
- Understand which AI sources drive engagement
- Attribute installs or revenue correctly
- Prioritize content that performs well in AI environments
- Justify investment in optimization (e.g., AIO, AEO, GAIO) strategies
- Benchmark AI-driven app discovery against traditional SEO
This gap limits growth, performance, and content teams who rely on precise attribution data to make decisions.
That’s where Branch comes in. With AI Optimization Attribution (AIO Attribution), teams can finally see and measure AI-driven app traffic.
Meet AIO App Attribution
We’ve expanded our SEO App Attribution capabilities to measure app installs and event engagements driven from ChatGPT, Claude, Perplexity, Google Gemini, and others.
Branch Dashboard: AIO and SEO traffic analysis
You get the same visibility and accuracy you expect from SEO App Attribution, now applied to one of the fastest growing and most influential traffic sources.
Branch Dashboard: Key metrics by organic search channel
This means you can:
- Convert more organic users with seamless deep linking experiences.
- Attribute AI-driven installs and downstream conversions across any user journey.
- Measure AI’s influence over traditional channels to refine your organic strategy.
- Optimize for AI discovery by doubling-down on high-performing content and channels.
Ready to get started?
If you already have Branch SEO App Attribution set up, AIO App Attribution is automatically enabled. No extra work or implementation required. In your Branch Dashboard, you’ll start seeing organic channel breakdowns that report AI platform attribution alongside your SEO data.
If you’re not using SEO App Attribution yet, follow these implementation steps. Then, navigate to the SEO Analytics Dashboard to analyze your organic app discovery data.
New to Branch? Request a demo to see how Branch measures AI-driven app discovery.