How do I track how much traffic is coming from AI chatbots like ChatGPT to my website?
AI referral traffic shows up in Google Analytics under different referral sources depending on the platform.
Full answer
ChatGPT traffic appears as referrals from 'chatgpt.com' or 'chat.openai.com'. Perplexity shows as 'perplexity.ai'. However, many AI-driven visits won't show up as direct referrals. Users often open a new tab and type your brand name or domain directly, which shows up as 'direct' or 'branded search' traffic. To get accurate numbers, add post-conversion attribution surveys asking 'How did you hear about us?' with AI platforms as options. For automated tracking, tools like Scenair track your Share of Voice across AI platforms and correlate it with traffic changes. Note that LLM-referred traffic converts at approximately 6x the rate of Google search traffic, so even small volumes can be high-value.
Key takeaways
- →Note that LLM-referred traffic converts at approximately 6x the rate of Google search traffic, so even small volumes can be high-value.
- →ChatGPT traffic appears as referrals from 'chatgpt.com' or 'chat.openai.com'.
- →Users often open a new tab and type your brand name or domain directly, which shows up as 'direct' or 'branded search' traffic.
- →For automated tracking, tools like Scenair track your Share of Voice across AI platforms and correlate it with traffic changes.
Where AI gets this information
Getting mentioned in these sources is how you show up in AI answers.
Related questions people ask AI
- ChatGPT referral traffic in Google Analytics
- How to measure AEO impact on conversions
- Post-purchase attribution survey for AI traffic
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