AI native marketing | Online course: Measure the modern AI-powered B2B funnel
Build a measurement framework that tracks dark funnel, AI-driven touch points, and pipeline in one system
Instructors: Jeff Sauer, Julie Brade, Manisha Mistry
Trained 50,000+ marketers across 10,000+ organizations (e.g., Electrolux, Target, Nestlé, 3M) and built a 5x Inc. 5000 agency.
Map AI-driven journeys, identify LLM traffic in GA4, and report accurate pipeline impact with clean, AI-ready data.
- Map the AI-first B2B funnel and modern buyer journeys
- Identify and label AI traffic in GA4 and GTM
- Clean and standardize your measurement foundation
- Query GA4 data directly using AI and MCP
- Report AI impact with clear dashboards and narratives
This live course has come to an end.
We are working on an on-demand version.
Trusted by marketers at
Measure AI demand with a clear system
AI traffic doesn’t behave like traditional search, and GA4 wasn’t built to make it obvious.
Identify and label LLM traffic in GA4, clean up your measurement foundation, and connect activity to pipeline impact.
Build dashboards and narratives that clearly prove what AI is doing for your business.
This course removes the black box from your AI reporting.
Part 01: The AI traffic measurement problem
B2B buyers now compare and shortlist vendors inside AI tools before they ever reach your site. That shift creates a blind spot in analytics and a new measurement foundation for understanding AI-driven demand.
- How B2B discovery moved from search to AI chat
- Zero-click discovery and the compressed buying funnel
- Broken last-click attribution
- Conversion rate data: ChatGPT vs. Google Organic
- The dark funnel: what’s invisible and why it still counts
- What GA4 does and doesn’t show you by default
Part 02: AI identification in GA4 & GTM
AI traffic is already showing up, but it is often hard to see and easy to misclassify. GA4 custom channel groups and GTM-based first-party cookies help reveal AI referrals, organize them properly, and preserve source data that would otherwise disappear into direct traffic.
- Identify AI traffic and isolate it from other sources
- AI traffic reports in GA4
- GTM tagging for AI
- GTM mini audit
Part 03: MCP setup and GA4 queries
Claude connects directly to GA4 through MCP, turning prompts into answers from your analytics data. Live querying, interactive reports, and reusable Skills make repeatable analysis possible without rebuilding dashboards in Looker Studio.
- Setting up an MCP server
- Querying GA4 data through the MCP
- Using skills to automate AI traffic reports
- Other useful MCP servers for marketers
Part 04: AI traffic and visualization in Data Studio
AI traffic measurement becomes useful when it is visible in a reporting view clients can access easily. The GA4 channel group, GTM custom dimensions, and MCP queries come together in a reusable Data Studio dashboard that compares AI traffic against every other channel and gives the data enough context to support decisions.
- GA4 reporting with custom dimensions
- Building custom channel groups and reporting in Data Studio
- The AI traffic dashboard template
Meet your instructors
Jeff Sauer
Founder @ MeasureU
Founder of MeasureU who’s helped 50,000+ marketers turn analytics into better decisions, and built a five-time Inc. 5000 agency.
Director of Measurement at MeasureU who’s trained dozens of teams to measure performance and improve the user journey.
The next AI native cohort
One week. Three working workflows. Starts 10 November 2026.
Marketing Brain
One document every AI tool reads, so drafts start on brand.
Campaign engine
One brief in, a full campaign draft out, with sources you can check.
Reporting agent
A weekly summary of what changed and what to do next.
Build three AI native workflows you use at work, in a one-week sprint.
You build a marketing brain your AI draws from, a campaign engine that checks its own claims, and a weekly reporting agent.
This is what marketers said after our live workshops and courses
AI-Forward Marketing Executive
“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”
Growth Marketer | MBA | Product Owner
“What a great session, and what an incredible week at CXL… what I enjoy the most is this:
Being around curious minds, leaving inspired to test, putting ideas into practice. having conversations that sharpen your thinking, asking (a lot of) questions, sorry, not sorry…
The SEO + n8n session gave me a lot to think about… honestly, I feel like a machine.”
AI/B2B Marketing Programs
“Officially CXL Certified in Redesigning Marketing Workflows for AI.
A great deep-dive into building AI into marketing the right way… rethinking the workflows from the ground up.”
PR & Marketing | MBA
“How is AI affecting the role of a marketer? I have seen this question asked a hundred times and rarely seen a credible answer. CXL ran a webinar this week that actually delivered one.
It had a bit of a cold shower effect, just data and a clear-eyed look at where things are.”
Growth Experimentation | 500+ A/B Tests
“CXL changed my life. I’m not exaggerating, it actually did…
I got so deep in the content that a year later, in a completely unexpected turn of events, I was hired by Speero. Boom. Easily a 50x ROI right there.
CXL doesn’t mess around. They prioritize quality over quantity to make a real impact on your career.”
Here is what other marketers said
Need some more convincing?
Listen to this agency owner explain why he trains his team at CXL
Keep up with AI native marketing tactics and workflows.
Subscribe to our weekly newsletter.
We find and report on AI native marketing case studies, success stories, and playbooks that are working out there right now.
Subscribe to our weekly educational newsletter