Use Google Analytics to Monitor AI Pushed Search Visitors from ChatGPT, Gemini, and Perplexity


AI Pushed Search Visitors in Google Analytics

*Up to date March 27, 2024*

In August 2023, the Seer group created a dashboard to watch the rising pattern of AI pushed search visitors. About 6 months later, we launched into an replace to this dashboard to offer larger worth to each our purchasers and the search group. This submit is up to date with new data, and a few of the authentic content material stays.

For AI pushed search instruments like ChatGPT and Google Gemini,  we are able to now see visitors exhibiting up in our Google Analytics – or analytics instrument of alternative – alongside our different visitors channel groupings:

ai-powered search in google analytics

As of March 29, 2024, OpenAI introduced that they are going to be making hyperlinks extra outstanding when ChatGPT browses the web. These platforms had been seemingly already sending some visitors to your web sites, and we anticipate that visitors to extend as hyperlinks and citations are extra broadly seen.

How a consumer will get from an AI platform to your web site

Use instances for AI chatbots and LLMs are rising every day. It’s not unusual for us to listen to from manufacturers that platforms like ChatGPT and Perplexity are driving MQLs. At a minimal, manufacturers should monitor what kind of engagement is going on on these platforms by their prospects.

Hyperlinks and citations are being extra generally added to outcomes inside AI search platforms. This offers a a lot wanted knowledge level that may be aggregated and analyzed, although the total image of the affect of those platforms in your viewers stays cloudy at greatest.

Our Analytics group at Seer Interactive constructed a method to see a few of that knowledge in Google Analytics again in 2023, and as of April 2024 we have now a brand new model accessible for obtain. 

monitor AI-driven search visitors

Copy Seer’s ‘AI Sign’ Looker Dashboards (2-Minutes)

As AI continues to affect search advertising, it is necessary to grasp how your digital presence is affected. In-platform ‘key phrase’ monitoring continues to be in a nascent stage, so entrepreneurs’ greatest present indicator is thru their web site analytics supplier.

[Pro Tip] Visitors to your web site from AI instruments is just not the one knowledge enter it's essential perceive AI's affect on how customers discover what you are promoting.

That is the place our free Looker Dashboard(s) come into play.

The views will assist you to monitor AI-search visitors touchdown on your web site immediately in Google Analytics.

ai-driven search traffic looker dashboardd

Create a replica of Looker Dashboard for Google Analytics 4 Accounts:

Create a replica of Looker Dashboard for Google Analytics ‘Common Analytics’ Accounts:

How does Seer’s AI Pushed Search Visitors dashboard work?

Seer’s dashboard depends on referral visitors, which is visitors from one other web site or platform. This knowledge doesn’t inform the total story of your buyer’s on-line journey and it’s overly reliant on direct actions. That mentioned, it’s among the many greatest methodologies we have now to grasp the significance of various channels on our viewers.

What can I do with this knowledge?

Now we have 3 concerns for you earlier than utilizing this knowledge to make choices.

  1. Use this knowledge directionally, with much less emphasis on uncooked numbers and extra emphasis on development patterns

Not all AI-search instruments cross referrer data to your analytics instruments, so this isn’t a holistic look of all AI Pushed search visitors. Moreover, many AI search platforms might point out your model or affect your viewers in a method that isn’t recorded on this dataset.

We suggest that you just take a look at this as a share of whole visitors and set some baselines.

[Pro Tip] Set-up a AI-Powered Search channel in your analytics account. Leap to setion on easy methods to create a Channel.
  1. Set ‘when to care’ thresholds based mostly on this knowledge 

After getting established some benchmarks, we suggest you talk about ‘when to care’ thresholds together with your management group. As that share rises, you’ll need to know when to begin to examine it extra closely and create a technique round easy methods to deal with and harness this visitors.

  1. Get your old-school website positioning hat on and attempt to reverse engineer ‘the why’

At this level we don’t have nice visibility into what manufacturers these platforms are referencing to the identical diploma we have now for Google search. Within the absence of that knowledge, we’re left with a must fill within the gaps ourselves.

John-Henry Scherck of Development Performs shared this tweet, which is a good instance of easy methods to reverse engineer touchdown web page evaluation for AI search visitors.

Arrange AI-search visitors channel in your analytics account (<10 minutes)

If our free dashboard isn’t a match on your analytics occasion, we nonetheless have you ever coated. Check out these easy steps to arrange your individual measurement system for AI pushed visitors with Google Analytics 4, PiwikPRO, or Adobe. 

Be aware: As of 4/2/2024 these dashboards will not be but up to date. Please test again within the subsequent few days for updates.

Google Analytics 4

  1. Open Google Analytics 4
  2. Navigate: Admin > Knowledge Settings > Channel Teams
  3. Enter ‘Group Title’ – we used “Channels 2023”
  4. Enter ‘Channel Title’ – we used “AI-Pushed Search”
  5. For situations use “matches regex” and replica / paste this regex method:


6. Save channel

ga4 channel directions


  1. Open PiwickPRO
  2. Navigate: Settings > Customized channel grouping > Add a customized channel grouping


Adobe Analytics

  1. Open Adobe Analytics
  2. Navigate: Admin > Report Suite Supervisor > Advertising and marketing Channels > Advertising and marketing Channel Supervisor


The place can we go from right here?

AI pushed search visitors is an enchanting new frontier. Entrepreneurs ought to be each desperate to be taught extra and cautious of the affect these new platforms may have on efficiency. By following the steps we’ve beneficial above, we consider you’ll be steps forward of your opponents on the journey of sustaining (or rising) relevance.




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