Why Microsoft Copilot Matters for Growth Marketers
Microsoft Copilot answers from the Bing index (Microsoft documents that Copilot sends web queries to Bing), and its users are professionals working inside Microsoft 365, Windows and Edge. That makes it an acquisition channel with a different shape from search: the win is being named in the answer and, where Microsoft Copilot shows sources, being the source people click. Growth marketers can test into it like any other channel.
The Microsoft Copilot Mistake to Avoid
A broad Disallow rule that catches bingbot, which removes your pages from Microsoft Copilot answers.
Action Items for Growth Marketers
Tag Microsoft Copilot referral traffic as its own source in your analytics
List the prompts where Microsoft Copilot recommends a competitor and pick one to win per sprint
Ship one page per sprint that answers a target Microsoft Copilot prompt in its first two sentences
Allow bingbot in robots.txt
Compare conversion rate of Microsoft Copilot-referred visits against organic search
What Growth Marketers Should Track in Microsoft Copilot
Referral sessions and conversions from Microsoft Copilot
Win rate on your target Microsoft Copilot prompts, sprint over sprint
Which pages Microsoft Copilot cites or paraphrases
Time from publishing a page to Microsoft Copilot using it
Frequently Asked Questions
How can a growth marketer test for Microsoft Copilot?
Pick prompts where Microsoft Copilot currently names a competitor, publish or rewrite one page that answers that prompt directly, then re-run the prompt on a schedule. Treat each prompt as an experiment with a before and after, not a one-off check.
How do we track traffic from Microsoft Copilot?
Segment referral sessions from Microsoft Copilot in your analytics and watch landing pages and conversion rate separately from organic search. Not every answer produces a click, so pair traffic with how often you are named on your prompt set.
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