Agent Commerce
Dark Funnel
Revenue driven by channels that traditional analytics structurally cannot track — particularly AI agent recommendations that appear as 'direct traffic' or 'branded search' in GA4. When ChatGPT recommends your product and the user googles your brand name to buy, GA4 credits 'branded search' — the AI agent's influence is invisible. The dark funnel isn't a tracking gap you can fix with better UTMs; it's a structural limitation of click-based analytics in an agent-driven world.
Why it matters
It breaks the feedback loop budgets depend on. If a meaningful share of revenue arrives unattributed, every channel looks worse than it is, and the channels that look worst get cut first.
In practice
Size it before you try to fix it. Compare total revenue against the sum of attributed revenue across every channel; the residual is your floor, not your estimate.
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