Supermetrics

What happens when everyone on your marketing team uses a different AI tool? ChatGPT, Claude, Gemini... people naturally gravitate towards the tools that work best for them. The challenge isn't giving teams that freedom. It's making sure every tool is working from marketing data you can actually trust. Join @Mitesh Lakhani, Strategic Solutions Engineer, for a session on giving your team AI freedom without losing control of your data. You'll walk away with: → A practical framework for moving fast with AI without losing governance → How to keep one source of truth across multiple AI tools → How to give teams freedom of AI choice without sacrificing data control 📍 Next Era of Marketing Stage, Stand L20 🗓️ 23 Sept, 13:30–13:55

You might be ranking well on Google and completely invisible in AI search. Search Console and GA4 can tell you plenty about traditional search performance... but they won't give you the full picture of whether your brand is appearing when someone asks ChatGPT, Claude or another AI assistant for recommendations. So, how do you actually measure AI search visibility? In our latest blog we break down how to actually measure AI search visibility into four metrics: 1️⃣ AI impressions: how often your brand appears in AI-generated answers 2️⃣ Citation share: how often your content is cited as a source 3️⃣ AI referral sessions: how much traffic AI platforms send your way 4️⃣ Prompt-level presence: how consistently you appear for the questions that matter. But wait... there's more. There's an important distinction here too: a mention isn't the same as a citation. An AI assistant could recommend your brand without linking to your website. If you're only tracking citations, you could be missing part of your AI visibility. The full guide covers how to measure all four, including what you can and can't see in Search Console and GA4, and why checking a prompt once isn't enough.

The reports that eat the most agency time are rarely the recurring ones. They're the bespoke, "can you just pull X for this one client" requests that don't fit any dashboard you've already built. Our own @Jess Gondolfo just published the full guide on fixing that, and one stat from it says it all: Norwegian agency Layer cut a reporting task from 10 hours down to 20 minutes by connecting their marketing data to Claude, and of those 20 minutes, 17 are just formatting the final sheet. The guide covers what actually makes that reliable: grounding AI in real, governed client data (not a pasted spreadsheet), asking narrow questions instead of vague ones, separating facts from interpretation, and keeping a human reviewing every number before it reaches a client. It's not "hand reporting to a machine." It's removing the manual assembly between a client's question and a good answer, so account teams spend their time on strategy and service instead of copy-pasting numbers. Read Jess's full breakdown [link in comments] #MarketingAgencies #AIinMarketing #ClientReporting #MarTech

A debate is brewing over whether "Agent Ads", new formats designed to influence AI crawlers rather than human readers, are a legitimate new channel or the next black-hat arms race. That's a real debate. But it's not the one most marketers should be having yet. Ally Bank's CMO says AI-driven traffic converts 3.5x better than traditional search, and it's up 9x year over year. That's a remarkable stat. It also only exists because someone at Ally is actually measuring it. Here's the harder question: before you worry about advertising into AI agents, do you even know what's happening in that channel today? Most brands don't. They can't say how much traffic is arriving via ChatGPT, Gemini, or Perplexity, whether it's converting better or worse than search, or what these assistants are actually telling people about them right now. The real risk of Agent Ads isn't brand safety. It's spending into a channel you have zero visibility on, and finding out later you were the last to know. Before you place a bet on the new channel, make sure you can actually see the one you're already in. #AgentAds #MarketingMeasurement #AIMarketing #MarTech

Big-team dashboards. Small-team effort. Running a small business means being the marketer, the analyst, and the person explaining the numbers to yourself at 11pm. Supermetrics Studio changes that. Build a professional dashboard with AI in minutes, keep it live without hiring anyone, and check performance on your own schedule instead of rebuilding a spreadsheet every week. Run marketing like a bigger team. Try Supermetrics Studio free → [link in the comments] #MarketingAnalytics #AIinMarketing #MarTech #DigitalMarketing #Supermetrics #SupermetricsStudio

Heading to DMEXCO - Digital Marketing Expo & Conference? Come find our agencies expert Padraic Dillon at booth B046 (Hall 06.1), both days, 23–24 September. And don't miss Outi Karppanen and Anders Råve masterclass Wednesday 23rd of September at 10:00am CEST on how Layer built real trust into AI-first reporting with Supermetrics and Claude. See you in Cologne.

📣 We’re hiring a Director of FinOps & Accounting! This is a fantastic opportunity to lead our Accounting and Reporting teams and help shape the financial operations of a global, growing technology business. Based in either Helsinki or Dublin, you’ll oversee financial reporting, treasury and cash management, audit and compliance, billing, and accounts receivable and payable. You’ll also strengthen our financial controls and systems while building and developing an effective finance team. At Supermetrics, we’re on a mission to make data a marketing superpower. Today, 15% of global advertising spend is reported through our products, helping more than 200,000 businesses turn marketing data into insights that improve results and inform their next move. You’ll join a multicultural, collaborative team of growth-minded people who value curiosity, resourcefulness and working together to make an impact. Ready to help build the financial foundations for our next stage of growth? Learn more and apply: link in the comments #Hiring #FinanceJobs #FinOps #AccountingJobs #HelsinkiJobs #DublinJobs #Supermetrics #Martech #AIforMarketing

Heading to DMEXCO - Digital Marketing Expo & Conference in Cologne this September? Don't miss Outi Karppanen, our Lead Marketing Industry Strategy taking the stage alongside Layer's Anders Råve on Wednesday 23rd at 10:00am (MC6B). If you caught the earlier webinar, this is the deeper, in-the-weeds version of how Layer actually runs Claude day to day. 👇 Link in the comments.

"Which AI tool is best?" is the wrong question. Our CMO, Andrea Linehan, makes the case for a better one in CX Today. Her take: the real value doesn't come from picking a winner between ChatGPT, Claude, and Copilot. It comes from turning a one-off prompt into a repeatable workflow, one that gets fed the same reliable, refreshed customer and campaign data every time, so a marketer's time goes into judging the recommendation instead of rewriting the prompt that produced it. Andrea breaks down where each tool actually earns its place: ChatGPT as the flexible entry point for everyday tasks, Claude for high-context work like synthesizing feedback across channels, and Copilot for teams already living inside Microsoft 365. But her sharpest point is the one under all three: none of it matters if the underlying data is inconsistent. Get the data foundation right first, and let automation earn trust gradually, with clear approval trails, before AI touches anything customer-facing. Read Andrea's full breakdown in CX Today - link in comments #AIMarketing #SupermetricsAI #MarketingWorkflows #Claude #ChatGPT