As AI-driven sources like ChatGPT, Perplexity, Claude, and others become more common, it’s increasingly important to monitor how much traffic they send to your website. Below is a quick-win guide on how to track and filter AI referral traffic in GA4. Follow these simple steps to gain valuable insights into your AI-related traffic.
Why Monitor AI Referral Traffic?
AI tools and chatbots are quickly emerging as new discovery channels for website content. By identifying visits from these sources, you can:
- Measure Emerging Traffic Trends: See if AI-driven platforms are referencing or sending users to your site.
- Optimise Content Strategy: Tailor content to address popular AI queries or topics.
- Improve Conversion Paths: Understand how AI-sourced visitors behave, then adjust your funnel accordingly.
Step-by-Step: Checking AI Referral Traffic in GA4
Log In to GA4
Access your Google Analytics 4 property at analytics.google.com.
Click the Reports Tab
In the left-hand menu, select Reports.
Click the Acquisitions Tab
Expand the Reports section if needed, then choose Acquisition.
Click Traffic Acquisition
This report provides an overview of how users find your website.
Change the Primary Dimension to “Session source / medium”
Under the dropdown for primary dimensions, select Session source / medium. This ensures you’re looking at session-based data rather than user-level data.
Use the Search Function
In the top-right corner of the table, type in the AI source you want to check. For example:
Setting Up a Filter with Regex
If you want to track multiple AI sources at once, create a filter using a partial match regex on the “Session source / medium” dimension. For example:
- In the Traffic Acquisition report, click the Add Filter option.
- Select Session source / medium as your dimension.
- Choose Matches regex (regex) under the filter condition.
- Paste in the regex pattern above.
- Apply the filter to see only sessions from these AI-driven sources.
Interpreting the Data and Next Steps
- Engagement Metrics: Look at engagement rate, average session duration, and conversions for these AI-referral sessions to see if they’re valuable to your business.
- Content Optimisation: If you notice a particular page or topic receiving high AI-driven traffic, consider expanding or updating that content to maintain relevance.
- Stay Current: AI tools evolve quickly, so revisit your filters often. Add new AI sources to your regex pattern as they emerge (e.g., new chatbots or language models).
Final Thoughts
As AI becomes a mainstream channel for content discovery, tracking AI referral traffic is more than just a novelty, it’s a strategic advantage. By following the steps above, you’ll have a clear view of how AI agents and chatbots drive traffic to your site. With these insights, you can refine your content strategy, engage new audiences, and stay ahead in the rapidly changing digital landscape.
Have questions or insights about AI-driven referrals? Let us know in the comments! And if you’re ready to optimise your site for AI-based discovery, feel free to reach out for personalised guidance.