Referral traffic from AI search engines has skyrocketed, with some industries experiencing over a 700% spike in traffic from these new search engines. 

Yet, many SEOs lack clear visibility into how much traffic they’re actually receiving from sources like ChatGPT, Perplexity, Claude, and Gemini—making it difficult to measure the true impact of AI search.

Without accurate tracking, you risk missing valuable traffic, underestimating AI’s role in your SEO strategy, and falling behind competitors who are adapting faster.

This guide will walk you through how to track AI-driven referral traffic in Google Analytics 4 (GA4) so you can measure its impact and optimize for AI visibility.

Table of Contents:

Why Tracking AI Search Traffic Matters

AI-driven search is changing how users discover content, and if you’re not tracking it, you’re missing critical insights. 

Understanding how AI search engines interact with your site is essential for staying competitive. Here’s why:

  • Uncover Hidden Traffic Sources – AI-driven search engines send traffic differently than traditional search engines, making it crucial to track and measure their impact.
  • Identify AI-Referenced Content – Knowing which pages AI search engines cite helps you refine and expand high-performing content.
  • Optimize for AI Discovery – Tracking AI referrals helps SEOs adjust strategies to increase visibility and improve rankings in AI-generated results.
  • Stay Competitive – AI search adoption is growing rapidly, and early adopters who track and optimize for it gain a strategic edge.
  • Measure Brand Authority – AI mentions and links can influence brand visibility, making it essential to monitor and leverage this emerging traffic channel.

By tracking traffic to your site from AI search engines, you can make data-driven decisions, refine your strategy, and capitalize on this rapidly growing traffic source.

5 Steps to Tracking AI Traffic in GA4

When it comes to tracking referral traffic from ChatGPT you can do so in GA4 by following these steps to create a report that you can view repeatedly:

1. Create a New Traffic Acquisition Report

Navigate to “Library” under the “Reports” tab.

Click “Create New Report” > “Create Detail Report” > “Traffic Acquisition.”

2. Add the Session Source/Medium Column

Click the “+” next to the “Session Primary” column header.

Search for “Session Source / Medium” and add it as a column.

3. Customize and Set as Default

If the Customize Report sidebar isn’t open, click the pencil icon in the upper right. Drag “Session Source / Medium” to the top.

Click the three dots and set it as the default column.

4. Apply a Filter for AI Search Traffic

Click the back arrow in the Customize Report section. Select “Add Filter.”

Under Dimension, search for and add “Session Source / Medium.”

Set Match Type as “Matches Partial Regex.”

In Value, enter the AI search engines you want to track, separated by a | symbol.

Click “Apply.”

You should now see the referral traffic for the AI engine sources you added.

5. Save and Name the Report

Click “Save,” then name the report (e.g., “AI Search Traffic”).

You can access this report anytime under Reports > Library.

Bonus: Tracking Brand Mentions in AI Search

Monitoring referral traffic is essential—but it’s only one side of the AI search equation. To truly understand your performance, you also need visibility into how often (and where) your brand is mentioned by AI search engines.

Our AI Search Visibility reports provide just that.

Get a clear picture of how your brand—and your competitors—appear in results for AI search engines like ChatGPT, Gemini, and Perplexity for the topics you care about most. 

These reports help you:

  • Measure brand presence in AI-powered search results for your key topics.
  • Benchmark visibility against competitors to spot areas where they’re winning.
  • Uncover content gaps where AI isn’t surfacing your brand at all.

Here’s an example for the topic, “black formal dresses.”

With this visibility, you can identify high-impact opportunities to improve your AI presence and better align your content strategy with how AI platforms surface information.

Next Steps: Create a Winning AI Search Strategy with seoClarity

Now that you know how to monitor your referral traffic from AI search engines, the next step is to find ways to increase it. seoClarity simplifies the process as the only end-to-end solution for AI search optimization.

  • Ensure AI Search Engines Index Your Content: Monitor crawling and indexation to secure visibility.
  • Discover User Search Trends: Identify emerging topics and content gaps.
  • Establish AI Authority: Create in-depth, trusted content that AI engines prioritize.
  • Track Your Brand’s AI Visibility: Measure traffic and rankings from AI-driven search.

Want to dominate AI search? Learn how seoClarity can help!