AI search engines like ChatGPT, Perplexity, and Gemini are rapidly becoming important referral sources for website traffic. As AI tools become a regular part of how users search for and discover content, it’s essential for marketers to track and monitor this new type of traffic in Google Analytics 4 (GA4).In this guide, we explain how to set up AI traffic tracking in GA4, so you can stay ahead of the curve and optimize your content for these emerging search channels.
Why Track AI Traffic in GA4?
AI platforms are changing how people search online. Instead of visiting search engines directly, users are asking AI tools for recommendations — and these tools are providing direct links to relevant websites.
For marketers, this means two things:
- New traffic opportunities that need to be monitored.
- New SEO optimization strategies to improve visibility within AI search tools.
By tracking AI sources in GA4, you can:
- Measure how much traffic AI tools drive to your site.
- Compare AI traffic to traditional organic search traffic.
- Spot new trends and adapt your content strategy accordingly.
Step-by-Step: How to Track AI Traffic in GA4
Step 1: Open GA4 Explore
Start by going into the Explore section of GA4. This is where you can build custom reports tailored to your needs.
Step 2: Create a New Exploration
Click the plus button to start a new custom report.
Step 3: Add Key Metrics & Dimensions
Add the following:
- Dimension: Source / Medium
- Metrics: Sessions (or Engaged Sessions if you want to focus on meaningful traffic)
Optional: Add Key Events if you want to track conversions or other interactions.
Step 4: Set the Date Range to 90 Days
To get a better sense of trends, select a date range of the last 90 days. This will help identify if AI traffic is increasing or stable over time.
Step 5: Filter for AI Traffic Sources
To focus only on traffic coming from AI platforms, you have two options:
- Create a Segment: Build a segment that filters sessions based on Source / Medium matching AI-related terms (like “chatgpt” or “perplexity”).
- Apply a Direct Filter: Alternatively, apply a direct regex filter to the report. This is faster if you only need a one-time view.
Example regex for AI sources:
.*gpt.*|.*chatgpt.*|.*openai.*|.*neeva.*|.*writesonic.*|.*nimble.*|.*outrider.*|.*perplexity.*|.*google.*bard.*|.*bard.*google.*|.*bard.*|.*edgeservices.*|.*gemini.*google.*
(We recommend maintaining an up-to-date list of AI referrers — we’ll include a list in our upcoming AI Traffic Tracker Cheat Sheet.)
Step 6: Visualize Your Data
Once the filter is applied, you can add a line graph to track AI traffic trends over time. This helps you quickly spot any sudden increases or seasonal spikes.
Step 7: Compare AI Traffic to Total Traffic
To understand the real impact, compare AI traffic to your total website traffic. This provides context — are AI platforms driving 1% of your traffic? 5%? More?
Step 8: Create a Custom Channel for AI Traffic
For ongoing monitoring, we highly recommend creating a custom channel in GA4. This allows you to track AI traffic alongside organic, paid, and referral traffic.
Here’s how:
- Go to Admin > Data Settings > Channel Groups.
- Create a new channel called “AI Traffic.”
- Set a condition where Source / Medium matches your AI regex.
- Save — now AI traffic will appear directly in your traffic acquisition reports.
Why This Matters for SEO
Just like optimizing for Google Search, you can now optimize for AI search engines. AI tools often surface content directly — but the way they rank and choose content can differ from traditional search engines.
By tracking AI traffic, you can:
- Identify which content AI tools are recommending.
- Spot gaps where you need to improve content relevance.
- Understand if AI search traffic converts better or worse than organic traffic.
Future-Proof Your Analytics
AI search is not a trend — it’s the future. The sooner you start tracking AI traffic in GA4, the better prepared you’ll be to adapt your SEO and content strategies.
At Clicktrust, we help brands stay ahead of emerging trends like AI search. If you want to set up AI traffic tracking or optimize your site for AI search engines, get in touch — our experts are ready to help.
