Agent-driven revenue
Also known as: AI-driven revenue
Revenue attributable to shoppers who arrived via or completed transactions inside an AI agent surface. Distinct from AI-referred traffic in that it emphasizes closed-loop revenue.
Agent-driven revenue is the dollar-value roll-up of transactions attributable to AI agent surfaces. It's what CFOs actually care about — not the number of AI-referred sessions, but the revenue that closed as a consequence.
Measuring agent-driven revenue requires: (1) proper server-side attribution to identify which sessions came from which agent surface, (2) order-side tie-out to distinguish agent-driven orders from other channel orders, (3) confidence weighting to avoid inflating the number with uncertain attributions.
For most brands, the visible-in-GA4 number is 10-15% of the actual agent-driven revenue number, because 85-90% of AI-driven sessions land in the "Direct" bucket. See our DACT methodology for the fix.
Agent-driven revenue is the top-line metric on a Tru Commerce customer's executive dashboard. It's what our Amazon India work moved by a measurable share of category revenue in six weeks.
See also
DACT (Dark Agentic Commerce Traffic)
AI-driven shopper traffic that GA4 and legacy analytics cannot identify, silently bucketing as 'Direct.' Typical brand gap: 4-8× between measured and actual AI revenue.
Agent attribution
The practice of measuring which AI agent surface drove a given shopper session or transaction. Made difficult by referrer-stripping; solved by server-side attribution layers.
Citation Rank
Tru Commerce's flagship AI Share-of-Voice score — measures how often and where a brand appears when AI agents answer category-relevant shopper questions.