Measure Traffic from AI Tools

How to Measure Traffic from AI Tools?

Do you know how many visitors come to your site through ChatGPT, Gemini, or Perplexity? Most likely the answer is no, and that's rather unfortunate.

Whilst traffic from traditional organic promotion is beginning to slow down, artificial intelligence engines are becoming the most significant exposure channel for businesses. If you want to remain relevant, you must understand how to appear in AI system responses, but first and foremost, it's important to check whether you're actually receiving traffic from such sources at all.

In the following brief guide, we'll show you step by step how to measure traffic from AI engines in Google Analytics 4, and see exactly how many users are coming to you from tools like ChatGPT.

Why is it important to measure traffic from AI engines? Because it's the SEO of the next generation

Since artificial intelligence engines entered the search world, the way users find information has changed completely. More and more users are receiving direct answers from chatbots like ChatGPT, Gemini, and Copilot, sometimes without going through Google's search results page at all.

Instead of searching, clicking, and selecting a result, users receive one answer that already includes links to websites chosen by the system. And that's precisely the point: this traffic isn't always visible, because in most cases it "hides" within the Referral channel in GA4. Without proper monitoring, you simply won't know it exists, and that's a missed opportunity.

Recent studies show that AI-based sources are already contributing significant traffic and sometimes even generate higher conversion rates than traditional organic search. With the expansion of AI usage, we're standing at the threshold of a new era in digital marketing, and now is the time to start measuring, analysing, and building a foundation for a deep understanding of this traffic. This isn't just about optimisation, but rather an essential step towards a world where appearing in AI engines will be an integral part of every smart SEO strategy.

How to set up a custom channel for AI engine traffic in GA4

If you go into Google Analytics 4's default reports, you won't find a category that clearly indicates traffic coming from sources like ChatGPT, Gemini, or Perplexity. In practice, this traffic is recorded under the Referral channel alongside numerous other unrelated sources. The result? Inaccurate insights and missing important traffic data.

To enable you to identify and analyse AI engine traffic intelligently, it's important to set up a Custom Channel Group that will consolidate all these sources in one clear location. But don't worry, it's not as complicated as it sounds.

Here's how to do it step by step:

Step 1: Accessing the channel management screen

1. Log into your GA4 account.
2. Click on the settings icon (cog wheel) at the bottom of the left menu.
3. Under the Data Display column, select Channel Groups.

Step 2: Creating a new channel group

1. Click on Create new channel group (or edit an existing group if you've already created one).
2. Give the group a clear name - for example: AI Traffic or AI Tools.
3. Click on Add new channel to add a new dedicated channel for AI engine traffic.

Step 3: Setting up conditions to identify AI traffic

1. Give the channel a name, for example: AI Tools.
2. Click on + Add condition group.
3. Select the Source parameter.
4. Click on + Add a condition, and choose matches regex.
5. In the field that opens, enter the following expression:

^(?:chatgpt.com|chat-gpt.org|claude.ai|quillbot.com|openai.com|blackbox.ai|perplexity(?:.ai)?|copy.ai|jasper.ai|copilot.microsoft.com|gemini.google.com|(?:w+.)?mistral.ai|deepseek.com|edgepilot|edgeservices|nimble.ai|iask.ai|aitastic.app|bnngpt.com|writesonic.com|exa.ai|waldo)$

1. Click on Apply, then on Save Channel.

Found an AI tool that doesn't appear on the list? Add it to the regex or send us an email and we'll update everyone.

Step 4: Channel prioritisation

Here's how to do it:

1. Click on Reorder (located next to the Add New Channel button).
2. Drag the AI Tools channel upwards, above the referral channel.
3. Click on Apply, then on Save Group.

Step 5: How to view the traffic in GA4 reports

After you've finished setting up the custom group, it's time to check if you already have traffic from AI sources.

Here's how to do it:

1. Open the Acquisition reports in GA4.
2. Click on the Dimensions dropdown menu.
3. Select the channel group you created (AI Tools or whatever name you chose).
4. Now you'll be able to see how much traffic came to you from AI tools - if any at all.

How to track AI traffic in Looker Studio as well

If you're using Looker Studio (formerly Data Studio) to analyse and display your data, you'll be able to continue tracking traffic from AI engines there as well, and the good news? There's no need to set everything up from scratch. With the help of a Custom Field, you'll simply be able to classify this traffic accurately and maintain complete consistency between your GA4 and Looker reports.

Here's how to do it:

1. Open your relevant dashboard in Looker Studio.
2. Go to the report's Data Source and click on + Add a Field.
3. Set a clear name for the field - for example: AI Traffic Classifier.
4. In the function field, paste the following code:

CASE

  WHEN REGEXP_MATCH(Session source, "chatgpt.com|openai.com|claude.ai|quillbot.com|blackbox.ai|perplexity(.ai)?|copy.ai|jasper.ai|copilot.microsoft.com|gemini.google.com")

  THEN "AI Traffic"

  ELSE Session default channel group

END

1. Click on Save, and now you'll be able to use this new field in any table, chart, or breakdown you add to the report.

Important tip: If you're working with both GA4 and Looker Studio, make sure to name the field the same - AI Traffic. This will ensure complete synchronisation and consistency between the systems.

What do you do with this information?

Even if you discover that traffic from AI tools is still small, don't underestimate it. Once you start measuring, you'll be able to extract critical insights from it:

• Identify which pages on your site are gaining exposure through AI engines like ChatGPT or Gemini
• Understand what type of content the algorithm "likes" and produce more of it
• Compare conversion rates between AI traffic and regular organic traffic
• Check whether it's worth changing phrasings, headlines, or content structure to improve appearance in AI responses

The world of search is changing, and measurement needs to change with it. Those who start tracking AI tool traffic now will gain a clear competitive advantage within months, not years. Even if it's just a few dozen visits, this is the moment to start thinking differently about SEO.

Would you like us to help with setting up, analysing, or customising your reports? Send us a message and we'll get back to you with recommendations tailored specifically to your site.

Asaf Shimoni
Founder of Alt Digital Marketing, with nearly 20 years of experience in digital marketing. An expert in SEO and paid campaigns, helping tech companies, eCommerce, and B2B businesses achieve steady growth through tailored marketing strategies.