How Unified.to Grew AI-Referred Conversions from 2% to 21% in Four Months
unified.to × pierview.ai
- LLMs now drive ~21% of Unified.to's inbound conversions, more than double Google's ~10%
- ChatGPT alone contributes ~9%, roughly matching Google Search and Ads combined
- AI-referred conversions grew from ~2% to ~21% of inbound in four months
About Unified.to
Unified.to is a real-time pass-through unified API and MCP for B2B SaaS teams shipping customer-facing integrations. 550+ integrations across 30 categories, from CRM and HRIS to ATS and Accounting. No data stored at rest. Every request hits the source API live.
We build AI infrastructure, so we're in these models all day. We saw search behavior change on our own team, which told us where buyers were headed. Our organic position was already strong. The risk was that our position held while the buyers moved, and the answer got written without us in it. We knew the content structure had to change. Pierview showed us what was getting cited and by whom. That's what made it actionable.
- Roy Pereira, CEO, Unified.to
Challenge: You can't write for a channel you can't see
About a year ago, Unified.to's team could see the shift happening. Companies across the category were watching organic search decline. Unified.to's search position was solid, but the risk was that the position would stop mattering: content written for a human skimming a page doesn't get extracted the same way as content written to be pulled into an answer.
Adapting the content was the obvious move. What "adapted" meant in practice was not. The answer layer was a black box: which prompts buyers used, which domains models drew on, which pages got pulled into an answer. You could see fragments by running prompts by hand. You couldn't see a pattern. The same prompt returned Unified.to one day and a competitor the next. Every content decision was a guess with no consistent way to grade it.
Solution: Three layers in four months
Unified.to brought in Pierview to make the answer layer visible.
Layer 1: Prompt mining. Before tracking anything, the team needed to know what buyers were actually asking. Pierview surfaced the real prompt set, from "best unified API" to "HRIS integration API for SaaS," broken down by ICP. A CTO evaluating vendors and a product manager trying to ship an integration ask different questions, and the content had to answer both.
Layer 2: Competitive benchmarking. Pierview's Sources and Citation Analytics showed which domains AI platforms drew on for integration queries, and where competitors were being cited instead of Unified.to.
Layer 3: Tracking the movement. Pierview showed citation changes, so the team could see which content was gaining and which still wasn't getting picked up. Content decisions became tests instead of guesses.
We were up against competitors with dedicated content teams behind them. What we had was a clearer read on what was getting cited and why. Pierview turned that into a loop we could run weekly.
- Mallory Greene, Marketing, Unified.to
Results
| Metric | Result |
|---|---|
| AI-referred conversions | ~21% of total inbound, up from ~2% in four months |
| Google vs. LLMs | Google ~10%. ChatGPT ~9%, Perplexity ~7%, Gemini ~5%. LLMs combined roughly 2x Google. |
| ChatGPT alone | ~9% of conversions, roughly matching Google Search and Ads combined |
| Conversion quality | AI-referred prospects show higher intent and stronger fit than traditional organic traffic |
This case study reflects Unified.to's reported conversion data over a four-month engagement with Pierview.
What's next
The work is continuous. Unified.to is iterating on content that gets cited, but also looking past citation rate as the ceiling. Being cited means winning the answer today. The teams that win over the next year will be the ones who understand what gets a brand into the models themselves.
