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UAE businesses need to reassess how they measure digital marketing performance as artificial intelligence changes the way customers discover brands, compare services and make purchasing decisions, according to ROSA eSolutions.
The Toronto-based digital marketing firm, which has a presence in Dubai, says conventional indicators such as website traffic, rankings and last-click conversions may no longer provide a complete picture of marketing performance.
Customers can increasingly obtain recommendations, comparisons and information through AI-powered search platforms before visiting a company’s website. As a result, a brand may influence a customer’s decision without receiving an immediate click or being credited by traditional reporting systems.
“The click remains important, but it no longer tells the full story,” said Robert Shakir, Senior Marketing Consultant at ROSA eSolutions. “A customer may discover a company through an AI-generated response, research it across several platforms and return later through a direct search or enquiry. Businesses therefore need to understand the wider journey that contributed to the final decision.”
ROSA eSolutions says organisations should connect digital reporting more closely with commercial outcomes, including the quality of enquiries, qualified sales opportunities, customer acquisition costs, branded searches and the content that supports customer decision-making.
The company notes that this is particularly relevant for sectors with longer purchasing journeys, such as professional services, healthcare, real estate and business-to-business services, where customers often consult several sources before contacting a provider.
“Large traffic figures may look positive without necessarily creating business value,” added Shakir. “The more important question is whether digital activity is attracting the right audience, supporting informed decisions and generating meaningful opportunities.”
ROSA eSolutions believes marketing measurement will become an increasingly important business priority as AI plays a greater role in online discovery. Companies that update their reporting methods will be better positioned to understand which activities contribute to growth and where future investment should be directed.