Multi-Touch Attribution
A model that splits credit for a deal across every touch a buyer hit on the way to pipeline
Multi-touch attribution is how you split credit for a deal across every touch a buyer hit on the way in. Instead of crowning the last click, it shows which channels actually moved the buyer along.
Why it matters for the ChatGPT funnel
The buying journey moved into ChatGPT and Claude.
A buyer asks the assistant for a recommendation, weighs the answer, and shows up later "ready to talk." That touch never lands in your model.
So your attribution is blind to one of the heaviest touches in the journey. The chat gets none of the credit, and the channels you can see get all of it.
You end up funding the wrong things and starving the demand that AI search is actually creating.
How drio fits
drio is an app the assistant can pick at the moment of intent. When a buyer asks for a recommendation, drio answers and books the meeting inside the chat. That turns an invisible touch into a tracked one: a real lead, sourced from AI search, that lands in your funnel as an MQL you can credit. It's the conversion layer that puts the chat touch back on the map.
Related terms
Win the answer, not just the ranking
drio turns the ChatGPT and Claude conversations your buyers are already having into booked calls. Build the app that gets you picked.
Sell inside ChatGPT