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Hendricks

Search Impact Measurement Prove what changed—and how much confidence the business should place in it.

A higher AI mention rate is not automatically a business result.

A citation is not revenue.

A branded search increase is not always caused by one campaign.

Hendricks builds an evidence system that connects market exposure, customer behavior, commercial outcomes, and controlled tests without pretending attribution is perfect.

Review Your Measurement System

Four Levels of Measurement Each level answers a different question and carries different weight.

  1. 01

    Exposure

    What changed in the information environment?

    • Search impressions
    • Generative-AI visibility where measurable
    • Citations
    • Cited URLs
    • Consideration
    • Recommendation
    • Rankings
    • SERP coverage
    • Brand mentions
  2. 02

    Behavior

    What changed in customer behavior?

    • AI-assistant referrals
    • Organic visits
    • Branded search
    • Direct visits
    • Returning users
    • Decision-content engagement
    • Comparison-page use
    • Form starts
    • Appointment activity
  3. 03

    Commercial outcomes

    What changed in the business?

    • Qualified leads
    • Appointments
    • Sales-accepted opportunities
    • Pipeline
    • Win rate
    • Closed revenue
    • Customer quality
    • Partner-sourced revenue
  4. 04

    Causal evidence

    What evidence suggests the intervention contributed to the change?

    • Baseline comparisons
    • Staggered rollouts
    • Matched demand clusters
    • Geographic comparisons
    • Segment holdouts
    • Landing-page experiments
    • Paid-search validation
    • Interrupted time-series analysis

Evidence Grades Every executive conclusion states its evidence grade.

Hendricks evidence grades and the standard each one requires.
GradeStandard
AControlled experiment combined with first-party CRM or revenue evidence
BStrong first-party exposure, behavioral, and commercial time-series evidence
CRepeated controlled context observations and consistent source patterns
DDirectional synthetic, API, or isolated observation

Deliverables What Search Impact Measurement produces.

  • Measurement-readiness audit
  • Event and conversion taxonomy
  • Search and AI channel rules
  • Search Console and analytics integration
  • CRM and pipeline mapping
  • BigQuery or equivalent data model
  • Branded-demand tracking
  • AI-referral analysis
  • Impact dashboard
  • Experiment plan
  • Evidence-graded executive brief
  • Impact Ledger

Impact Contract What gets agreed before any work begins.

At the start of an engagement, Hendricks and the client agree on:

  • Primary commercial outcome
  • Leading indicators
  • Baseline period
  • Target customer or segment
  • Data sources
  • Known limitations
  • Planned interventions
  • Available controls or comparisons

Make the work accountable to a business outcome.

Build Your Search Impact Baseline