Language models like ChatGPT and Perplexity are increasingly referring to online sources. But how do you measure this traffic?
Key Takeaway
With a custom filter in Looker Studio, you can see exactly how many visitors land on your website via AI assistants and which pages they visit.
Why measure AI traffic?
I monitor AI traffic for all my clients. Although the share is still limited, it is valuable to know which content is being recommended by AI assistants and exactly where these visitors land. Whether you want to monitor ChatGPT traffic, check traffic from Perplexity or track Claude and Gemini referrals, the setup below covers all of them in one table.
Step-by-step guide to measuring AI traffic
- Go to Looker Studio
- Create a new report or open an existing one
- Add your GA4 environment as a data source
- Add a table via Insert > Table
- Configure the dimensions: First user source and Landing page
- Add metrics: Total users and Views
- Add the RegExp filter:
(?i)gpt|gemini|claude|perplexity|mistral|copilot
Pro tip
Monitor these metrics regularly to identify trends in which content is popular with AI assistants. This can provide valuable insights for your content strategy.
Result
After setting up this configuration, you immediately have insight into:
- Which AI assistants are sending traffic to your site
- Which pages these visitors land on
- The total number of users per source
- The number of views per page
Conclusion
With this method you can easily track how AI assistants use and recommend your content. A valuable addition to your organic traffic analysis that will only grow in importance as AI assistants continue to develop.
Want to know how to actually grow that visibility in AI answers? Read how SEO for AI differs from classic SEO.
