Seer Interactive's founder urged SaaS brands to promote their Claude connectors

Wil Reynolds, founder and CEO of Seer Interactive, wrote on the agency's blog that SaaS brands are losing the fight for AI assistants' attention because they aren't building or promoting their own connectors for Claude, Codex and similar tools. His argument is simple: if an app is wired into a model as an official connector, the model is more likely to recommend it when a user asks for advice.

12,000 words about traffic GA4 logs as "direct"

Reynolds describes his own case: a 12,000-word conversation with Claude about untangling traffic coming from WhatsApp, Slack and Messenger. Google Analytics 4 logs those visits as "direct" because links shared in private messages carry no UTM tags or referrer data, so that whole channel hides inside the general pile of "direct" traffic.

He combined Cloudflare logs with GA4 data through Claude, and the model itself recommended a specific tool for that integration during the conversation — Supermetrics. Former Seer staffer Adam Melson once put it this way: "The job of analytics is to make the black box of marketing data less black," and that's the line Reynolds leans on to explain why any of this is worth the trouble. Reynolds walks through the full exchange in the write-up on Seer Interactive's site.

Advice that also happens to sell consulting

Worth pausing here: Seer Interactive is a 200-plus-person agency that makes its money on exactly this kind of analytics and AI consulting, and the company claims a 92% client retention rate. Reynolds says he's been querying GA4 through Claude since June 2025, over a year now, but that's one person's experience, not a survey across the agency's clients, and Seer doesn't disclose any methodology behind the 92% figure either.

The advice to "build and promote your connectors" sounds logical, but there's nothing yet to check it against: it's unclear whether models actually recommend products with official connectors more often, or whether that's just a convenient narrative for an agency that's itself interested in selling these integrations. We've covered how Claude handled eight SEO tasks on a live site on its own, and that piece also shows how much the result depends on the quality of data the model gets to work with.

I'm more curious how many SaaS companies will actually act on this advice soon — building an official connector costs a lot more than writing a blog post saying you should. I'd bet the first real connectors show up at the big players first, while smaller SaaS teams wait for AI platforms to open up the API on their own.

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