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
Output Format
- GA4 setup: Exploration, channel group, or custom report
- Regex: Adapted to user's observed sources
Related Skills
- generative-engine-optimization: GEO strategy; AI traffic tracking measures GEO impact
- traffic-analysis: Traffic sources, attribution, UTM
- analytics-tracking: GA4 events and conversions
- google-search-console: GSC AI traffic analysis
- robots-txt: AI crawler allow/block strategy
1---
2name: ai-traffic-tracking
3description: When the user wants to track AI search traffic in GA4 or GSC. Also use when the user mentions "AI traffic," "ChatGPT referral," "Perplexity traffic," "AI Overviews," "GA4 AI sources," "AI search analytics," "track AI referrals," "AI search traffic," "Claude traffic," or "how to track AI traffic." For AI SEO strategy, use generative-engine-optimization.
4metadata:
5 version: 1.0.1
6---
7
8# Analytics: AI Traffic
9
10Guides tracking of AI-driven search traffic in Google Analytics 4 and Google Search Console.
11
12**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.
13
14## Scope
15
16- **AI search traffic**: Track in GA4 and GSC; separate AI sources from organic referral
17- **Google AI Overviews**: AI summary box in Google search (formerly SGE)
18- **AI-driven search**: Traffic from ChatGPT, Perplexity, Gemini, Claude, Copilot, etc.
19
20## Why Track Separately
21
22- AI traffic is growing but GA4 often groups it as Referral, Organic, or Direct
23- AI visitors may have stronger intent and higher conversion
24- Separating AI Overviews from organic helps assess AI impact
25
26## GA4: AI-Driven Search
27
28### Option 1: Exploration Report (Recommended)
29
301. **Explore** →**Free form**
312. **Dimensions**: `Session source` (or `Session source / medium`)
323. **Metrics**: Sessions, Engagement rate, Event count, etc.
334. **Filters**: Add filter →`Session source` **Matches regex** →use regex below
345. Configure table, save report
35
36**Regex (common AI sources):**
37
38```
39chatgpt\.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
40```
41
42### Option 2: Custom Channel Group
43
441. **Admin** →**Data Display** →**Channel Groups**
452. Copy default group, name e.g. "Default and AI Chatbots"
463. Add channel "AI Chatbots": `Source` **Matches regex** (same regex)
474. **Important**: Place "AI Chatbots" above "Referral" so it matches first
485. Save and use in Traffic Acquisition
49
50### Option 3: Custom Report
51
521. **Reports** →**Library** →Create Detail Report
532. Use Traffic Acquisition template
543. Add filter: `Session source` **Matches regex** (same regex)
554. Save and add to menu
56
57## Common AI Source Domains
58
59| Platform | GA4 Source examples |
60|----------|---------------------|
61| ChatGPT | chatgpt.com, openai |
62| Perplexity | perplexity.ai, perplexity |
63| Copilot | copilot.com, copilot.microsoft.com |
64| Gemini | business.gemini.google, gemini.google |
65| Claude | claude.ai, anthropic.com |
66| Bing Chat | edgeservices.bing.com |
67
68## Google AI Overviews
69
70- **GA4 + URL fragment**: Some AI Overview clicks add URL fragments; can use GTM (partial coverage)
71- **GSC**: For AI Overviews analysis in GSC (filter, limitations), see **google-search-console**
72
73## Checklist
74
75- [ ] AI sources identified in GA4 (Session Source)
76- [ ] AI traffic Exploration report created
77- [ ] Channel group updated with AI above Referral (if used)
78- [ ] Custom report added to Library (optional)
79- [ ] GTM + URL fragment for AI Overviews (optional)
80- [ ] GSC AI-oriented query filter (optional; see **google-search-console**)
81
82## Output Format
83
84- **GA4 setup**: Exploration, channel group, or custom report
85- **Regex**: Adapted to user's observed sources
86
87## Related Skills
88
89- **generative-engine-optimization**: GEO strategy; AI traffic tracking measures GEO impact
90- **traffic-analysis**: Traffic sources, attribution, UTM
91- **analytics-tracking**: GA4 events and conversions
92- **google-search-console**: GSC AI traffic analysis
93- **robots-txt**: AI crawler allow/block strategy
gabrielmoreira