Marketers and webmasters alike have been rocked by the impact of AI search. Often referred to as the "great decoupling", impressions on content has soared but clicks have cratered. Traditional metrics struggle to reflect the new era of the internet, where an increasingly growing share of all web traffic is autonomous. In this session, we will be discussing how we got here in the first place, what we can do about it now, and attempt to predict what the future of web measurement - and the web itself - will look like.
This session will focus primarily on measurement utilizing Google's suite of analytics tools, including Google Analytics 4, Google Tag Manager, and Google Search Console. We will be covering the basics of these offerings, but a general understanding of these tools will be helpful for attendees.