Zero Attribution

Zero attribution is when a buyer discovers and considers you inside an AI assistant, but none of it shows up in your analytics. The conversation happens in ChatGPT or Claude, the click never carries a source, and your dashboard reports a flat zero where real demand actually moved.

Why it matters for the ChatGPT funnel

The buying journey now starts in chat, and chat doesn't hand you a referrer. So the top of your ChatGPT funnel looks empty even when prospects are naming you in answers. You can't optimize what you can't see. Budget flows to channels that report cleanly, while the AI demand you already earned gets starved because it shows up as nothing. Worse, leads that do close get credited to the wrong source, so your MQL and SQL math quietly drifts away from where pipeline truly comes from.

How drio fits

drio is the conversion layer that closes the loop. When the assistant picks your app at the moment of intent, the meeting gets booked inside the chat, so the lead is captured at the source instead of vanishing. The demand that used to read as zero becomes a named, tracked, demand-capture event you can finally count.