Some of your Black Friday visitors aren’t people.

A visit with no purchase

It arrives at 2:14 am. It spends five minutes on fourteen product pages, checks the stock in a size 10, reads the returns policy and leaves. It adds nothing to the cart.

Your analytics records it as a visit with no purchase. Add one for every shopper who sent an AI assistant to browse for them this season, and Monday’s conversion rate is lower than it should be.

Watch your traffic come in

Each dot is one visit. Your dashboard counts them all the same way.

What is your real conversion rate?

Enter your own Cyber Weekend numbers, Thursday to Monday. You choose the share of sessions that came from AI assistants. It varies a lot from one retailer to the next, so start with a guess. We can measure the real figure from your data.

Where the wrong number costs money

Split tests. When a test sends visitors to different page URLs or from different sources, one version can draw far more AI visits than the other. Its conversion rate looks lower, and you keep the weaker page.

Audiences. AI visits that leave without buying land in your retargeting and lookalike audiences. Those audiences then teach your ad platforms to find more visitors like them.

You can’t improve a conversion rate that counts machines as shoppers.

Count three groups, not one

Don’t block AI assistants. Many of the shoppers behind them arrive ready to buy. Count the visits separately instead.

Then give AI assistants credit for the sales they start. Many shoppers come back from an AI assistant’s answer already decided. When a shopper clicks through from that answer and comes back later, signed in or on another device, Syntasa can link the visits. Then fewer of those sales end up as direct traffic.

What you get from Syntasa

Syntasa Customer Intelligence runs inside your own data warehouse. For this problem, it does two jobs:

• Sorts every session into people, AI assistants or uncertain, using the visit data you already keep, such as your analytics export or server logs. It reports conversion for each group.
• Links a shopper’s visits across sessions and devices, so you can see more of the sales AI assistants helped start.

Your current analytics tool stays as it is. Your data stays in your systems. Nothing leaves unless you approve where it goes, and every transfer is logged.

Customer Intelligence is Syntasa’s platform for customer data. The Customer Insights Agent and the Decisioning Agent run on it.

Your first step: book 30 minutes and bring your Cyber Weekend numbers. We’ll show you how we would split your traffic. You leave with an estimate of your real conversion rate and a plan to measure it on your data.