☕️ Only 12% of firms can prove AI marketing ROI

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In today's MarketingShot:

📌 Only 12% of firms can prove AI marketing ROI

📱 Google integrates social feeds into search results

📊 40% of B2B deals die from indecision

📈 Amazon DSP opens self-serve third-party measurement

🔍 What we learned from analyzing 60K+ Google fan-out queries

🎁 + 13 other news you might like

💡 + 3 strategies & tactics

🧰 + 2 trending tools

📌 Only 12% of firms can prove AI marketing ROI LINK

Just 12% of organisations can prove their AI marketing investments delivered measurable results, according to a new Comviva report, even though 90% have raised AI marketing spending over the past two years.

Measurement gaps run deep, with 67% of organisations unable to determine total AI costs, 79% relying on estimates, and only 16% of marketing leaders confident defending AI investments with clear business evidence.

Customer segmentation and targeting leads AI use cases at 57%, followed by campaign automation at 43%, while underreported talent and integration costs may cause total AI investments to be underestimated by 30-50%.

📱 Google integrates social feeds into search results LINK

Google has begun pulling posts from LinkedIn, Twitter, and Threads directly into its search results, with a "What People Are Saying" feature now sitting prominently in the main search experience instead of being tucked inside People Also Ask boxes.

Twitter status URLs have gained roughly 19 million estimated monthly sessions since October 2025, a 243% jump in Google visibility, while LinkedIn posts added 2.2 million sessions and Threads picked up 1.2 million organic sessions.

Social posts ranking well tend to be longer form, written with some optimization for the query, and occasionally link to external resources, with one Twitter thread on "reverse image search" reading much like a structured blog article.

📊 40% of B2B deals die from indecision LINK

New data from LinkedIn's Indie Summit reveals that 40% of B2B deals collapse due to buyer indecision rather than losing to a competitor, according to a breakdown published by agency Brainlabs on June 1, 2026.

The average B2B buying group now includes ten people such as a CMO, CFO, security lead, and team lead, with 94% of B2B buyers consulting large language models to compare vendors before a brand's campaign reaches them.

Video has emerged as the format best suited for buying groups, with members exposed to video ads 1.6 times more likely to complete a lead gen form, a 95% retention rate, and growth running 60% faster than other content formats.

📈 Amazon DSP opens self-serve third-party measurement LINK

Amazon Ads has rolled out a self-service workflow inside Amazon DSP that lets advertisers and agencies discover, configure, fund, and retrieve results from more than 50 third-party measurement products without managed-service support.

Launched on May 15, 2026 across 18 countries, the Studies page offers two paths: "Managed within Amazon DSP" for direct billing through Amazon, or "Managed with Vendor" for advertisers with existing contracts with firms like Kantar or DISQO.

The vendor catalogue covers brand lift, offline sales lift, and omnichannel metrics, with named products including NCS Offline Sales Lift Full, DISQO Brand Lift, and Kantar Brand Lift Full Report, and measurement costs arrive on a separate monthly invoice.

🔍 What we learned from analyzing 60K+ Google fan-out queries LINK

An analysis of more than 60,000 Google fan-out queries pulled through the Gemini API reveals how Google's AI search breaks a single prompt into many separate searches across industries like Software, Travel, Commerce, and Local.

Google uses an average of 9.06 fan-out queries per prompt, with 59% of prompts triggering 5-11 queries and some reaching 28, while Software averaged 11.7 fan-outs and Local trailed at 3.79.

Fan-out queries average 6.7 words, often include "vs" comparisons between 3-5 products, and frequently search both "2024" and "2025" together, with 45% of year mentions still referencing 2024 despite the November 2025 timing.

💡 Strategies & Tactics

> Meta Ads Attribution Reporting: What Your Results Really Mean: Use Breakdown by Attribution Settings and Compare Attribution Settings in Ads Manager to reveal whether reported conversions came from clicks, views, or repeat buyers.

> How To Mine Google Search Console For Conversation Data (Regex Included): Filter Search Console for queries 10 words or longer, then feed those prompt-like strings to Claude to surface themes worth tracking in AI visibility tools.

> Conversion Rate Optimization Strategies for B2B Growth Teams: Explains how to build a B2B conversion optimization system by starting with qualitative research, prioritizing high-intent pages over high-traffic ones, and resisting early test calls.

Other news you might like

• Google Ads tells advertisers how their inputs will be used starting July 2026LINK

• ‘Minecraft’ expands creator marketing ambitions with affiliate programLINK

• Ask YouTube brings conversational AI search to video as YouTube expands Gemini Omni for ShortsLINK

• YouTube Lists 17 Creator Partnerships API Partners as Advertiser Access Remains ControlledLINK

• Why retailers like Target and Aerie are moving beyond straight affiliate deals with creatorsLINK

• Why Do Small Brands Get Better Reviews? The Hidden Bias in Word of MouthLINK

• Who else is watching? Google Ads starts counting co-viewers on June 2LINK

• Later launches creator AEO, tracking influencer impact on LLM brand visibilityLINK

• ChatGPT Search Queries Have Tripled In LengthLINK

🧰 Trending tools

Knock agent for Slack: handles all your product's messaging infrastructure—transactional, lifecycle, and in-app notifications—without building it from scratch yourself.LINK

findloc.ai: creates structured, AI-readable business profile pages so local businesses appear in ChatGPT, Claude, and Perplexity location-based recommendations.LINK

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