AI traffic
The visits AI assistants such as ChatGPT, Perplexity and Claude send to your site, assistant by assistant, and the pages they land on.
AI traffic shows the visits AI assistants send you (ChatGPT, Perplexity, Claude, Gemini, Copilot, DeepSeek…), kept apart from your other traffic, with the pages they land on. These are real visits recorded by Google Analytics 4, so the tab needs Google Analytics connected. How often assistants name you in their answers is measured in AI Visibility.
"AI assistants at a glance"
- "AI visits": visits from a link in an AI answer, with how many people made them and the change against the period before.
- "Share of all visits": AI visits out of every visit to your site in the period.
- Engagement rate: how many AI visitors engaged, next to your site's average and the time they stay per visit.
- Key events: results (sign-ups, leads, purchases) made by AI visitors.
"Day by day"
AI visits per day over the period. Show "All assistants" together, or one assistant at a time.
"Assistant by assistant"
Which assistants send people, and whether those people engage. A bar chart gives each assistant's share of AI visits; the table shows, per assistant, Sessions (with their change), Users, New users, Engagement rate, Session length and Key events.
"Pages AI assistants send people to"
The pages cited in AI answers that people actually clicked: Landing page, Assistant, Sessions, Engaged sessions, Session length and Key events. Type in the filter to find a page. These pages are worth keeping accurate and up to date: they are the ones AI assistants already trust.
"How AI visits are detected"
Google Analytics records where each visit comes from. When someone clicks a link in an AI answer, the assistant's address (chatgpt.com, perplexity.ai, claude.ai…) or the tag it adds (utm_source=chatgpt.com) identifies it.
The real number is usually a little higher
AI apps that hide where the click comes from are counted as Direct by Google Analytics and can't be told apart. Assistants that answer without a link send no visit at all, even when they name you.
Without Google Analytics
The tab shows "Connect Google Analytics" and a "Connect Google" button that opens Settings › Integrations. On Home, the AI answers card shows the same visits next to how often the latest AI check named you ("From answer to visit"), with "Open AI traffic"; see Organic search and AI answers.