SEO pros: web analytics can't answer where your traffic comes from anymore
lilyraynyc · x · 2026-08-27
Veteran SEO Lily Ray (Amsive) quotes Rand Fishkin with a sigh: a dream for anyone on the hook for reporting LLM traffic — meaning it's actually a nightmare.
Fishkin's point: if you rely on traditional web analytics to figure out (A) where to reach customers, (B) which traffic sources are most valuable, and (C) where to experiment/invest next, "you're gonna have a bad time" — AI assistant referrals largely lack source/attribution data, breaking conventional attribution.
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