Analytics: AI Traffic

Guides tracking of AI-driven search traffic in Google Analytics 4 and Google Search Console.

When invoking

On

first use

, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On

subsequent use

or when the user asks to skip, go directly to the main output.

Scope

AI search traffic

Track in GA4 and GSC; separate AI sources from organic referral

Google AI Overviews

AI summary box in Google search (formerly SGE)

AI-driven search

Traffic from ChatGPT, Perplexity, Gemini, Claude, Copilot, etc.

Why Track Separately

AI traffic is growing but GA4 often groups it as Referral, Organic, or Direct

AI visitors may have stronger intent and higher conversion

Separating AI Overviews from organic helps assess AI impact

GA4: AI-Driven Search

Option 1: Exploration Report (Recommended)

Explore

→

Free form

Dimensions

:

Session source

(or

Session source / medium

)

Metrics

Sessions, Engagement rate, Event count, etc.

Filters

Add filter →

Session source

Matches regex

→use regex below

Configure table, save report

Regex (common AI sources):

chatgpt.com|openai.com|openai|perplexity.ai|perplexity|doubao.com|chat.qwen.ai|copilot.microsoft.com|copilot.com|(business.)?gemini.google|chat.deepseek.com|deepseek.com|poe.com|anthropic.com|claude.ai|bard.google.com|edgeservices.bing.com

Option 2: Custom Channel Group

Admin

→

Data Display

→

Channel Groups

Copy default group, name e.g. "Default and AI Chatbots"

Add channel "AI Chatbots":

Source

Matches regex

(same regex)

Important

Place "AI Chatbots" above "Referral" so it matches first

Save and use in Traffic Acquisition

Option 3: Custom Report

Reports

→

Library

→Create Detail Report

Use Traffic Acquisition template

Add filter:

Session source

Matches regex

(same regex)

Save and add to menu

Common AI Source Domains

Platform

GA4 Source examples

ChatGPT

chatgpt.com, openai

Perplexity

perplexity.ai, perplexity

Copilot

copilot.com, copilot.microsoft.com

Gemini

business.gemini.google, gemini.google

Claude

claude.ai, anthropic.com

Bing Chat

edgeservices.bing.com

Google AI Overviews

GA4 + URL fragment

Some AI Overview clicks add URL fragments; can use GTM (partial coverage)

GSC

For AI Overviews analysis in GSC (filter, limitations), see

google-search-console

Checklist

AI sources identified in GA4 (Session Source)

AI traffic Exploration report created

Channel group updated with AI above Referral (if used)

Custom report added to Library (optional)

GTM + URL fragment for AI Overviews (optional)

GSC AI-oriented query filter (optional; see

google-search-console

)

Output Format

GA4 setup

Exploration, channel group, or custom report

Regex

Adapted to user's observed sources