To track ChatGPT and other AI traffic in Google Analytics 4, build a report or custom channel group that matches sessions whose source is an AI assistant, such as chatgpt.com, perplexity.ai, gemini.google.com, copilot.microsoft.com and claude.ai. OpenAI says ChatGPT adds utm_source=chatgpt.com to links it shows, so many visits appear with that source. Some AI visits still arrive without a referrer and show as Direct, so treat the numbers as a minimum. AI features in Google Search are counted inside your normal Google organic traffic, not as a separate source.
Small businesses want to know whether AI assistants send them customers. You can measure part of it in about ten minutes.
How does AI traffic show up in GA4?
| Assistant | What you usually see in GA4 |
|---|
| ChatGPT | Source chatgpt.com, often with medium referral, from the UTM tag or referrer |
| Perplexity | Source perplexity.ai |
| Gemini | Source gemini.google.com |
| Microsoft Copilot | Source copilot.microsoft.com or similar |
| Claude | Source claude.ai |
| Google AI Overviews and AI Mode | Counted as google / organic, not separated |
OpenAI's publishers and developers FAQ says ChatGPT adds the UTM parameter to referral links so publishers can track traffic from ChatGPT search. Exact source names can change, so check what appears in your own reports.
How do you see AI sources in GA4?
The quick way:
- Open Reports, then Acquisition, then Traffic acquisition.
- Change the primary dimension to Session source / medium.
- Search the table for "chatgpt", "perplexity", "gemini", "copilot" and "claude".
The lasting way is a custom channel group:
- Go to Admin, then Data display, then Channel groups.
- Create a new channel group, starting from a copy of the default.
- Add a channel called "AI assistants".
- Set the condition to Session source matches regex, with:
| .*(chatgpt|openai|perplexity|gemini\.google|copilot|claude\.ai|deepseek|meta\.ai).* |
|---|
- Move the new channel above Referral in the list, so AI sources are not counted as plain referrals first.
- Save, and use the channel group in your acquisition reports.
Channel groups apply to past data in reports as well as new data. Check Google's help centre for the current steps, as menus move.
Why do some AI visits show as Direct?
Not every click from an AI assistant passes a referrer or a UTM tag. Mobile apps, copied links and privacy settings can strip them. In October 2026, Search Engine Land reported that many ChatGPT links appeared to have dropped the UTM tag and used noreferrer, so visits showed as Direct. One analyst on X dated the gap to between 8 and 16 October 2026, and another post reported attributable ChatGPT visits falling about 40% from 9 October. Later reports said tagging had largely returned by about 16 October. None of this has been confirmed by OpenAI; check your own data around those dates before drawing conclusions.
Treat your AI numbers as a floor. A rise in Direct visits to deep pages, such as a single article, can be a sign of untracked AI referrals.
How do you see Google AI Overviews traffic?
You cannot separate it in GA4. Google's AI features documentation says traffic from AI features is included in the Search Console Performance report, under the "Web" search type. See Google Search Console for a Framer site.
Can you track AI traffic in Framer's own analytics?
Framer's built-in analytics shows where visits come from, with history depending on plan (30 days on Basic and 90 days on Pro, according to Framer's pricing page on 29 October 2026). Look for chatgpt.com and the other sources in that list. For longer history and channel groups, add GA4. Adding GA4 may need a cookie banner depending on where your visitors are; see cookie banners and privacy policies on a Framer site.
What should you do with the numbers?
- See which pages AI assistants send people to. They are often guides and pages that answer a specific question.
- Check whether those visitors contact you or book. Set up a key event for form submissions or booking clicks.
- Improve the pages that get AI visits: a direct answer first, accurate prices and clear next steps.
For how to be recommended in the first place, see getting recommended by ChatGPT as a local business and ChatGPT sites vs AI builders vs a template.
How often should a small business check?
Once a month is enough. Note the AI sessions, the pages they landed on and any enquiries they led to, in a simple spreadsheet. Over a few months you will see whether AI assistants send you customers or only the occasional visit. If the numbers are small, that is normal for many local businesses today, and your Google Business Profile and organic search will matter more. If they grow, give those landing pages more attention, starting with the facts AI assistants quote.
Does llms.txt help AI traffic?
There is no public evidence that it does. See what is llms.txt.
How do you ask customers where they found you?
Analytics misses some visits, so ask. Add an optional "How did you hear about us?" field to your contact or booking form with choices including "ChatGPT or another AI assistant". See Framer form submissions and the Framer template launch checklist.
Frequently asked questions
How do I see ChatGPT traffic in Google Analytics?
In Traffic acquisition, set the dimension to Session source / medium and look for chatgpt.com. For a lasting view, create a custom channel group with a regex for AI sources.
Does ChatGPT add UTM parameters?
OpenAI says ChatGPT adds utm_source=chatgpt.com to referral links. Some visits still arrive without it and show as Direct.
Can I see Google AI Overviews traffic in GA4?
Not separately. Google counts AI features traffic within the Search Console Performance report under the Web search type.
Why does AI traffic show as Direct?
Some apps and links strip the referrer and UTM tag. Reports in October 2026 suggested many ChatGPT links did this for a period.
What regex should I use for AI traffic in GA4?
A source regex such as .*(chatgpt|openai|perplexity|gemini\.google|copilot|claude\.ai).* covers the main assistants. Check your own source list and add any others.