30 September 2026
How to see ChatGPT traffic in Google Analytics
Visitors who click through from ChatGPT, Perplexity, Gemini, Copilot and Claude are already in your Google Analytics. A five-minute setting puts them in their own channel.
The short answer: in Google Analytics 4, create a custom channel group with a channel called "AI assistants" for visits whose source is chatgpt.com, perplexity, gemini.google.com, copilot.microsoft.com or claude.ai, and place it above "Referral". Then open Traffic acquisition with your new channel group to see visits, and the enquiries and bookings they led to.
Step by step
- In Google Analytics, open Admin, then Data display, then Channel groups.
- Create a new channel group (you can copy the default one), and add a channel named AI assistants.
- Set its condition to Session source matches regex:
chatgpt.com|perplexity|gemini.google.com|copilot.microsoft.com|claude.ai - Move the new channel above Referral: channels are checked from the top, so otherwise the visits land in Referral. Save.
- In Admin, Data display, Events, make sure your booking and enquiry events (for example a form submission or a click on "Book") are marked as key events.
- Open Reports, Acquisition, Traffic acquisition and switch the table to your new channel group. You'll see sessions from AI assistants and the key events they led to.
What the numbers mean
- It's a minimum. Some visits from AI apps arrive without a referrer and show up as "Direct", so the real number is higher.
- ChatGPT tags its links with
utm_source=chatgpt.com, so its visits are the easiest to see. - Look at trends, not days. Compare months, and compare with how often AI recommends you.
Ask guests too
Add "ChatGPT or another AI assistant" to the "How did you hear about us?" question on your booking, enquiry, wedding and event forms. For high-value bookings it's the clearest evidence of all.
In our Results tab you can log each month's AI visits and enquiries next to your visibility score, to see whether your work pays off. Start with the free check.
Questions
Does ChatGPT traffic show up in Google Analytics?
Yes, when someone clicks a link in a ChatGPT answer. It usually appears with the source chatgpt.com, often with utm_source=chatgpt.com in the address.
Why is my AI traffic so small?
Many people read the answer and then search for your name or type your address, which shows up as organic search or direct. Guest surveys and your AI visibility score fill that gap.
Do I need a developer for this?
No. The channel group and key events are settings in Google Analytics; it takes about five minutes if you have admin access.
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