Agent Attribution
Agent attribution is the measurement discipline of identifying which sales, sessions, and conversions originated from an AI agent rather than from direct or search traffic.
Attribution models, feed structures, and checkout flows differ across the major agentic ecosystems — ACP, UCP, and Amazon's approach each track and report differently. That makes cross-agent attribution a defined and currently unsolved merchant problem.
For brands, agent attribution is the difference between knowing and guessing. Without it, agentic-commerce revenue hides inside "direct" traffic, the channel is underinvested, and the brand cannot prove what its AI-visibility work is producing. Measurement is the precondition for budget.
FAQ
What is agent attribution?
It is the discipline of identifying which sales and conversions came from an AI agent rather than from direct or search traffic.
Why is agent attribution difficult?
Attribution models, feeds, and checkout flows differ across ACP, UCP, and Amazon, making consistent cross-agent measurement an unsolved problem.
Related: Agentic Commerce | Agent Shelf | Merchant of Record (Agentic) | AI Visibility
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