Connecting AI citations and AI-referred sessions to specific opportunities, deal stages, and closed-won revenue inside your CRM.
Pipeline attribution for AEO is the discipline of tracing the full chain from AI citation → AI-referred session → contact → opportunity → closed-won revenue. It requires CRM integration (HubSpot, Salesforce) alongside AI engine monitoring. Pipeline attribution converts AEO from a 'brand activity' into a budget line a CFO can defend. The output is typically a periodic ROI report showing pipeline dollars driven and ROI multiplier.
Without pipeline attribution, AEO has no defensible business case. The CFO question 'did AEO drive revenue?' cannot be answered. Pipeline attribution is the artifact CMOs send to the board to justify continued AEO investment.
Lantern's pipeline attribution: an AI-referred session lands on a comparison page, the visitor signs up for a trial 14 days later, becomes an MQL on day 21, an SQL on day 30, an opportunity on day 45, and closed-won at $24K ARR on day 75. Lantern attributes credit to the original AI citation through the 90-day lookback, contributing to the monthly ROI report's pipeline number.
The terms in this glossary aren't theoretical — they're what Lantern's product calculates and reports every month for B2B SaaS teams. See yours in 7 days. 14-day free trial.
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