SHOMEDIAInvoca released its Broken Funnel Report findings on November 10, highlighting a gap between AI agent deployment and commercial measurement. Among surveyed teams using customer-facing AI agents, 73% track metrics other than revenue, booked outcomes or conversions as their main performance measure.
The research was commissioned by Invoca and fielded between September 14 and October 5, 2026. It surveyed 451 US B2C marketing leaders from companies with at least 100 employees in automotive, healthcare, home services, financial services and telecom. The results should not be generalized to all advertisers or geographic markets.
The full report says 44% of respondents already have customer-facing conversational agents live, with another 27% piloting them. Among teams running agents, just 26% can reliably track AI-handled leads from advertising click to conversion. Only 19% say they can return complete conversion outcomes from agents to ad platforms, while 74% lack end-to-end visibility from click to sale.
That disconnect has consequences for performance measurement. When a lead acquired through Google Ads or Meta Ads converts after a phone call or AI-assisted conversation, missing CRM and offline-conversion data can misstate return on ad spend and deprive optimization systems of meaningful signals. The immediate priority for media buyers is to connect conversation outcomes to lead IDs and advertising sources before treating more agent interactions as business growth.
Комментарии