Module 8
The reports you will demo
Attribution, ads, SEO, AI visibility, social, and session replay.
After this module: You can navigate every report page and know the one thing on each that makes a prospect lean forward.
Attribution — the flagship report
If you demo one report, demo this one. The framing we use publicly is "the models GA4 deleted", and it is accurate: six attribution models, switchable, computed at query time.
| Model | Gives credit to | Useful when |
|---|---|---|
| First touch | The channel that found them | Judging awareness spend |
| Last touch | The final click | The default everywhere else, and the most misleading |
| Last non-direct | The last real channel | Stops "direct" swallowing the credit |
| Linear | Every touch equally | Long, multi-touch B2B cycles |
| U-shaped | First and last most | When discovery and closing both matter |
| Time decay | Recent touches more | Short cycles |
Computed at query time is the technical detail worth translating: switching a model applies it to all their history instantly, rather than only working going forward. Most tools cannot do that, and a marketer who has waited a quarter for a reporting change to take effect will recognise the difference.
Check yourself
Ads, SEO, AI visibility, social, replay
The remaining surfaces, with the one thing on each worth showing.
| Report | What it answers | Show it to |
|---|---|---|
| Paid ads | Which campaigns produce revenue, not just clicks | Anyone spending on ads |
| SEO | Which queries are close to page one and worth pushing | Content and growth leads |
| AI visibility | Whether ChatGPT and friends cite the brand | Almost everyone — it is novel |
| Organic social | Whether social produces site traffic that converts | Social and brand owners |
| Heatmaps and replay | Where visitors hesitate and give up | Anyone who owns the website |
AI visibility is the sleeper.** Buyers increasingly know their customers ask ChatGPT for recommendations, and almost none of them can tell whether they get mentioned. We probe the major assistants on a schedule and report whether the brand is cited. Nobody in the room has usually seen that measured before, which makes it memorable.
One boundary to state plainly if asked: replay reconstructs what happened on the page. It is not a recording of the person, and it is not a webcam. Say that before someone worries about it.
Check yourself
Worth remembering
- Attribution is the flagship: six models, computed at query time, so switching a model instantly re-reads all history.
- AI visibility — whether ChatGPT and friends cite the brand — is genuinely novel and demos brilliantly.
- Heatmaps and session replay make the analytics tangible for non-technical buyers.
- Every report answers a question a specific person is measured on. Demo the report that matches who is on the call.
Words that came up
- Attribution model
- The rule deciding which touchpoint gets credit for a deal. First-click, last-click, linear and others give very different answers from the same data.
- GEO / AI visibility
- Whether AI assistants mention and cite a brand when asked about its category. The search-visibility question, moved to where people increasingly ask.
- Session replay
- A reconstruction of what a visitor did on the page — scrolling, clicking, hesitating. Not a screen recording of the person.
Do this before moving on
Reading about a demo is not the same as having given one.
- 1Switch attribution models on the ads page and watch the channel credit move. That movement is the demo.
- 2Open the AI visibility page and check whether we are cited for our own category.
- 3Watch one session replay end to end. Notice what you learn that a chart would not tell you.