How to Track AI Traffic in GA4
How much traffic are we getting from AI? I need this data in the next hour”.
Don’t worry. I gotchu.
Traditionally, analytics has focused on organic search, paid, direct, referall etc but now there’s a new player in town: AI-driven traffic.
AI traffic comes from interactions with artificial intelligence platforms such as chatbots, virtual assistants, and automated programs. As more users turn to AI chatbots for answers that are hard to find on search engines, accurately tracking AI traffic and its impact on your website becomes essential.
You can track AI traffic using REGEX in GA4, and I’m going to show you how.
How to Track AI Traffic in GA4
The most straightforward method to track traffic from AI tools in GA4 is by creating an exploration report using a regex formula to filter traffic source data. Here’s a step by step-guide that shows you how to do this.
Create an Exploration Report
Click on Explore, then Blank.
Name the report something easy like “AI Traffic”
Set Dimensions and Metrics
You want the following dimensions:
#1 Session Source / Medium
#2 Page Title.
For Metrics, I’m going to use views. If you want to, you can use other metrics like New Users or Entrances. That’s up to you.
Once you’ve done this, then add them to your report. It should like like the image below. (In my report, I don’t want to view the page title the traffic went to, so I’ve left it out for now).
Add Regex Through Filters
In the filters section, choose matches regex. The add the following regex pattern:
.ai|.openai|copilot|gpt|chatgpt|neeva|writesonic|outrider|perplexity|google.bard|bard.google|bard|edgeservices|gemini.google|claude|jasper|writr).*
Of course, over time you’ll want to add any new tools or services that you want to track.
Click apply, and then there you go – you have a report in GA4 that tracks AI traffic.
AI Traffic in GA4 – FAQs
Why Track AI Referral Traffic?
AI platforms like ChatGPT, Gemini, and Perplexity are changing the way users interact with websites. These tools handle customer inquiries, recommend products, and create personalized experiences. Tracking AI referral traffic helps you understand how AI interactions affect user engagement, conversion rates, and overall website performance. It allows you to make data-driven decisions to improve your website.
The question should be, why not track AI traffic?
What is Referral Traffic in GA4?
Referral traffic in GA4 refers to visits to your website that come from links on other websites. These are tracked as referral sources and can include traffic from social media platforms, blogs, or any other website that links to your site.
What is ‘session source’ in GA4?
Session source in GA4 identifies the origin of your website traffic for a specific session. It shows where the traffic is coming from, such as search engines, social media platforms, or direct links.
What is the difference between users and traffic in GA4?
Users in GA4 represent individual visitors to your website, while traffic refers to the number of sessions or visits. One user can generate multiple sessions, so traffic counts can be higher than the number of users.
Can I compare AI traffic with other traffic sources in GA4?
Yes, you can compare AI traffic with other traffic sources like organic search, PPC, and direct traffic in GA4 to assess its relative contribution and impact on your website.
How often should I update my regex pattern for tracking AI traffic?
You should update your regex pattern regularly as new AI platforms and tools emerge. This ensures that you are accurately capturing all relevant AI traffic to your website.
How can I use GA4 to optimize my website for AI traffic?
y analyzing AI traffic data in GA4, you can identify trends, understand user behavior, and make informed decisions to optimize your website for better performance and user experience.