The way people search the web is rapidly changing. AI-powered language models like ChatGPT, Gemini, Perplexity, and Copilot are replacing traditional search engines for many users. Millions now use these tools to:
- Find information
- Compare products
- Make purchasing decisions
These LLMs often bypass search engines like Google, directly linking users to websites. According to current trends, 0.5% to 3% of traffic to business sites now comes from these sources, and this is only expected to grow.
Why Tracking LLM Traffic Matters
Understanding how users arrive at your website from AI sources helps you:
- Monitor visibility in AI-powered search experiences
- Quantify impact on sessions, conversions, and engagement
- Optimise content to appear in LLM-generated answers and links
- Measure ROI from emerging AI discovery platforms
Step-by-Step: Create an LLM Referral Traffic Report in GA4
Step 1: Access GA4 and Create an Exploration
- Log in to your Google Analytics 4 (GA4) account.
- In the left menu, click “Explore.”
- Click “Blank” to create a new exploration report.
Step 2: Configure Your Report
- Rename the Report
- Click on “Untitled Exploration.”
- Name it something like “LLM Referral Traffic & Key Events.”
Here are the next steps that follow:
Add Key Dimensions
To track where users come from, you’ll need:
- Session Source/Medium: Identifies traffic origin
- Page Referrer: Shows the exact referring URL
How to add them:
- Click the “+” in the Dimensions section
Search for and select:
- Session source/medium
- Page referrer
- Click Import
Add Key Metrics
To measure performance, add:
- Sessions: Total visits
- Key Events: Custom or default conversions (like form fills, purchases)
Optional metrics:
- Engagement time
- Conversions
- Bounce rate
Next steps:
- Click the “+” in the Metrics section
- Search and import desired metrics
Step 3: Filter for LLM Referral Traffic
Apply a Segment
- Set the segment to “All Users”
- This ensures you’re pulling data from the full user base
Apply a Regex Filter
- To capture AI sources, drag Page Referrer into the Filters section.
Use this regex filter to match common LLM traffic:
go
Copy
Edit
^.*(ai|\.openai|copilot|chatgpt|gemini|gpt|neeva|writesonic|nimble|outrider|perplexity|bard|edgeservices|astastic|copy\.ai|bnngpt).*$
Tip: If you want to exclude certain platforms, use a “Source/Medium Contains” filter instead.
Step 4: Analyse & Visualise Your Data
Customise the way you view insights:
- Table View: Breakdown by source, referrer, or device
- Line Graph: View trends over time
- Bar Chart: Compare performance across platforms
- Date Breakdown: Add date to see daily or weekly patterns
Step 5: Save & Share Your Report
- Click Save to store the exploration in GA4
- Click Share to generate a link or export as CSV/PDF
Tracking AI and LLM traffic is a competitive advantage.
By building this custom report in GA4, you can:
- Understand how users are discovering you via AI
- Tailor content for AI visibility
- Measure engagement and conversions from next-gen search platforms
As tools like ChatGPT, Gemini, and Perplexity continue shaping the future of search, proactive tracking will help your business stay ahead.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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