Invoca, which sells call tracking, conversation analytics and AI agents to advertisers, released its Broken Funnel Report on November 10, 2026. Research firm Gather surveyed 451 US consumer-brand marketing leaders between September 14 and October 5, and 71% said they had AI agents live or in pilot. An Invoca blog post puts the base of agent-running marketers at 323, and the measurement figures apply to that group.
According to the report, 74% of those marketers cannot fully track an agent-handled lead from first click to conversion, 26% can tie agent conversations to the campaign or ad behind them, and 19% can reliably send outcomes back to their ad platforms. Only 27% use revenue, bookings or conversion rate as the agents' primary measure, and 7% use revenue itself. Customer satisfaction leads at 20%. Once a lead reaches a dealer, franchise or local branch, 56% lose attribution.
Invoca CEO Gregg Johnson said brands "measure their AI agents like a help desk and expect them to perform like a sales team." Invoca warned that agent-driven sales gains "may inadvertently hamper marketing efficiency", since ad bidding systems learn from the conversions advertisers report.
PPC Land noted that the figures are self-reported, that the stated 4.6-point margin of error covers the full sample rather than the 323 subgroup, and that the gaps map closely onto products Invoca released in October. By PPC Land's calculation, 19% of 323 is roughly 61 companies. The survey does not compare how agent-handled leads convert against human-handled ones.