Tracking AI referral traffic

AI Referrals in the Track My Visibility application shows the visits your website gets from AI tools such as ChatGPT, Claude, Perplexity and Gemini. It uses data from your Google Analytics account, so you can see sessions, engagement and conversions from AI search in one place.

Visibility tells you whether AI models mention your brand. AI Referrals tells you whether those mentions bring people to your site, and whether those people convert. Together, they connect your AI search presence to real traffic.

How to connect Google Analytics#

Step 1. Open AI Referrals#

Click AI Referrals under Monitoring in the left sidebar.

Step 2. Click Connect Google Analytics#

Sign in with the Google account that has access to your website's Google Analytics property.

Step 3. Select a property#

Pick the Google Analytics property for this website. Use the search box if you have many properties. Then click Continue.

Step 4. Sync your data#

Track My Visibility imports your AI referral visits from Google Analytics. Your insights fill in once the sync finishes.

How to read the Overview tab#

Overview card#

The card at the top shows your results for the selected period:

• Total sessions: visits referred by AI tools.
• Conversions: conversion actions completed by AI-referred visitors.
• Conversion rate: the share of AI-referred sessions that converted.
• Engagement rate: the share of AI-referred sessions that were engaged.

The headline names your leading AI tool, which is the one sending the most sessions.

Traffic over time#

This chart shows AI-referred traffic over time, with one line per AI tool:

• Switch between Sessions and Conversions.
• Switch between daily (D) and weekly (W) views.

Breakdowns#

Breakdowns split your AI referral sessions by source, landing page, country and device. For each, you'll see sessions, engaged sessions, engagement rate, conversions and conversion rate. Use them to find which AI tools, pages, countries and devices bring the most engaged and converting visitors.

How to read the Details tab#

Channels#

Channels compares AI referral traffic with your other traffic:

• AI Assistants: visits from AI tools such as ChatGPT, Claude, Gemini and Perplexity.
• Organic Search: search engine visits. Google AI Overviews and AI Mode visits count here, not under AI Assistants.
• Direct: visits with no known source. Some AI visits land here when the AI tool doesn't pass on where the visit came from.
• Paid Search: visits from search ads.

For each channel, you'll see sessions, conversions, conversion rate and its share of all sessions.

Session Path#

Session Path lists the pages where AI-referred visitors started their visit. For each page, you'll see sessions, engaged sessions, engagement rate, average time, conversions and conversion rate. Use Search by path to find a page.

Event Page#

Event Page lists the pages where visitor events happened during AI-referred visits. For each page, you'll see events, session starts, conversions and conversion rate. Use Search by page to find a page.

How to manage the connection#

Open the Settings tab. Google Analytics shows the connected property, the Google account used and its status. Click Delete to disconnect the property.

Data sync shows:

• Data from: the earliest date with AI referral data.
• Data through: the latest date imported.
• Last synced: when data was last imported.

Click Sync to import new data now.

Frequently asked questions#