Attribution

Attribution is how you tie a closed deal back to what actually created it.

It used to be straightforward. A buyer clicked an ad, filled a form, and your tools stitched the path together.

Now the deciding happens inside ChatGPT and Claude. The buyer asks the assistant, gets pointed to you, and shows up "ready" — with no trail you can see.

Why it matters for the ChatGPT funnel

You can't fund what you can't measure.

When the buying conversation lives in a chat, the touch that mattered most is invisible. The deal lands in your CRM tagged "direct" or "organic," so the channel that produced it never gets credit or budget.

That's the dark funnel problem: real pipeline from AI search, but no referral trail to prove it. You keep spending where you can measure, not where it works.

How drio fits

The fix is to make the chat itself measurable.

When the conversation runs through your app — the buyer gets picked, qualified, and books a meeting inside the assistant — that moment becomes a tracked event, not a guess. You see which AI intent created which booked lead. That's also what makes pay-per-lead possible: you only pay for the conversions you can actually see.