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Measurement · Oct 23, 2026

Can you see traffic from AI assistants in analytics?

Yes, partly: look for referrals from chatgpt.com, perplexity.ai, gemini.google.com and copilot.microsoft.com.

Some AI traffic arrives with a referrer and some shows up as direct, so treat the number as a floor. ChatGPT often adds utm_source=chatgpt.com to links. Make a channel group so you can watch it month to month.

Do this

1. In GA4, create a custom channel group for AI referrers.
2. Add the main assistant domains with a regex match.
3. Compare conversion rate for that channel against organic search.

More on measurement

• How do you check whether ChatGPT recommends you?
• What do you do when an assistant gets your product wrong?
• How do you check whether AI crawlers visit your site?