Niklas Buschner is the founder and CEO of Radyant, one of Europe's leading growth agencies for SEO and AI search. He also hosts Masters of Search, a podcast where he interviews growth leaders from companies like Wise, Miro, and Eleven Labs.

In this episode, he shares what the data actually shows about AI search's scale, why your analytics are understating its contribution to pipeline by 15–30x, and what a three-layer attribution system looks like in practice.

What you'll learn:

- Why AI search is already at ~20% of Google's traffic volume

- How analytics tools miss AI-driven pipeline by 15–30x

- The three-layer attribution model you should use

- Why free-text attribution beats dropdowns

- Why you shouldn't rely on perfect data, and how to focus on the "directional truth" mindset instead

- Why ...