Attribution
Organic, AI and paid search on one revenue line.
See how visits from Google, AI assistants and your ads turn into leads and revenue, in one report. Switch attribution models to see how credit shifts, and make budget and content decisions with the whole picture in view.
Ask Brigham.aiHow much of DEV.co’s revenue last quarter started in organic or AI search, and how much did paid ads close?- 3
- Search channels, one report
- GA4
- Plus Search Console
- Models
- Compared side by side
- $20
- One plan, all tools
Why it exists
SEO and ads are judged by different scoreboards.
- Channels
- Organic, AI, paid search, paid social
- Sources
- Pixel, GA4, Search Console, ad accounts
- Models
- First, last, linear, time decay, position
In most companies, the SEO report shows rankings and clicks while the ads report shows spend and conversions. They never meet. So when someone asks whether to put the next dollar into content or campaigns, the answer is an opinion.
AI assistants make the gap wider. People now ask ChatGPT, Perplexity, Gemini and others for recommendations, then visit the brands they hear about. Those visits rarely show up cleanly in either report.
Attribution in search.co joins the three. It reads your first-party pixel, GA4 and Search Console alongside your ad accounts, groups visits into organic search, AI assistants and paid channels, and follows them to leads and revenue. One report, one revenue line, with the model you choose made visible.
The funnel
From first visit to closed revenue, by channel.
Filter the funnel by channel to see where each one is strong. Organic and AI visits often arrive early, while paid search often closes. The funnel makes that visible instead of assumed.
01
Stage by stage
See the drop between each stage, overall or per channel, to find where people stall.
02
Revenue, not just leads
Pass order or deal values through the pixel or your CRM list so the last stage shows money.
03
Same definitions
The pixel’s single conversion count feeds every stage, so channels are compared fairly.
Attribution models, explained
Every model answers a different question.
No model is “true”. Each one is a rule for sharing credit when a customer touches several channels before buying. Search.co shows them side by side so you can see how much your conclusions depend on the rule.
- First touch
- All credit goes to the channel that brought the person the first time. Good for asking what starts journeys.
- Last touch
- All credit goes to the final channel before the conversion. Good for asking what closes, but it tends to undervalue discovery.
- Linear
- Credit is split equally across every touch. Simple and fair, but treats a quick glance like a decisive visit.
- Time decay
- Touches closer to the conversion get more credit. Useful for short sales cycles.
- Position based
- Most credit goes to the first and last touches, with the rest shared across the middle. A common middle ground.
Models side by side
See how credit moves when the rule changes.
Switch models and watch the revenue for each channel change. When organic search earns a large share under first touch but little under last touch, it is opening journeys that ads later close. Cutting it to fund more ads could quietly shrink the pipeline those ads depend on.
Search.co keeps the underlying journeys the same and only changes the rule, so differences between columns come from the model, not the data.
| Channel | First touch | Last touch | Position based |
|---|---|---|---|
| Organic search | $92k | $51k | $74k |
| AI assistants | $38k | $17k | $29k |
| Paid search | $54k | $112k | $79k |
| Paid social | $34k | $38k | $36k |
AI assistants as a channel
Give AI search its own line.
Visits that come from AI assistants are grouped as their own channel instead of disappearing into referral or direct traffic. You see how many sessions they bring, how those visitors convert, and how much revenue they touch.
Pair it with AI visibility tracking to connect cause and effect: when you start being mentioned for a set of prompts, does the AI channel grow?
By assistant
Break the channel down by ChatGPT, Perplexity, Gemini and others where the referral is identifiable.
By landing page
See which pages AI visitors land on, which often matches the pages assistants cite.
Trends
Watch the mix change month by month.
A single quarter can mislead. The trend view shows attributed revenue per channel over time, so you can see whether a new content program, an AI visibility push or a budget change moved the line.
Mark the date of any change, and Brigham.ai can compare the weeks before and after.
How it works
Connect your sources and the report builds itself.
- 01
Install the pixel or connect GA4
Either gives search.co the visits and conversions it needs. Using both lets you compare.
- 02
Connect Search Console and ad accounts
Search Console adds real organic queries. Ad accounts add spend and campaign detail.
- 03
Pick a default model
Choose the model your team reports on. Every other model stays one click away.
- 04
Share the report
Add it to a branded report with a live link or a scheduled email.
Ask Brigham
Ask where your revenue really comes from.
Brigham reads the attribution data across models and channels, then answers in plain English with the numbers behind it.
Paid search closes the most revenue under last touch, but organic search and AI assistants start most of the journeys that paid search later closes. Under first touch they account for 60% of revenue. Your AI channel has more than doubled since May, mostly to pages that assistants cite. Cutting content to fund ads would likely shrink the pipeline your ads depend on.
Recommended fixes
Sorted by impact
- 1
Keep content investment steady
PlanOrganic and AI start most journeys. Protect the pages that open them, starting with the top five by first-touch revenue.
- 2
Lower bids on brand terms you rank for
15 minPaid search gets last-touch credit for many people already searching your name. Test lower brand bids for two weeks.
- 3
Expand the pages AI assistants cite
1 dayThree cited pages bring most AI visitors. Add pricing and process details so they convert better.
Who it’s for
For anyone who has to defend a budget.
In-house
Marketing leads
Show leadership how SEO, AI visibility and ads work together, with numbers from one report.
Agencies
Client reporting
Prove the value of organic and AI work next to paid results, white-labeled for each client.
Founders
Small teams
Decide where the next dollar goes without stitching together three dashboards.
Which attribution model should I use?
There is no single right answer. Many teams report on position based and check first and last touch to see what starts and what closes journeys. Search.co shows all of them on the same data so you can see how much the choice matters.
How do you identify traffic from AI assistants?
Visits are grouped as AI traffic when the referral identifies an assistant. Some AI-driven visits arrive without a referrer and land in direct traffic, so treat the AI line as a floor, not a full count.
Do I need both the pixel and GA4?
No. Either one works as a source. The pixel gives you first-party, deduplicated conversions shared with your ad networks; GA4 is useful if you already rely on it. Connecting both lets you compare.
Can I include offline revenue?
You can add deal or order values through the pixel or by connecting a customer list, so the revenue stage reflects sales that close after the first conversion.
Is attribution included in the $20 plan?
Yes. Every tool is included, with 1,500 credits a month and a 7-day free trial. Agencies that need seats or API access can talk to us.
See every search channel on one revenue line.
Connect your pixel or GA4, Search Console and ad accounts, and get your first attribution report today. Free for 7 days.
Show my revenue by organic, AI and paid search under first touch and last touch, and tell me what the difference means for my budget.