Tracking Traffic From ChatGPT, Perplexity and Gemini in GA4 and BigQuery
AI visibility metrics tell you how often assistants mention and cite you. Sooner or later someone asks the follow-up: does any of that turn into traffic? Part of the answer is already in your analytics, mixed into "Referral" alongside every other website. This post separates it out: a custom channel group in GA4 for AI assistants, a BigQuery query over the GA4 export that pulls AI-referred…
The article discusses methods for measuring the impact of AI assistants like ChatGPT, Perplexity and Gemini on website traffic. It begins by explaining how analytics can be used to track AI-referred sessions and landing pages, which are mixed in with other referral sources. A custom channel group for AI assistants is created in Google Analytics 4 (GA4) using a regular expression to match specific AI assistant domains.
This channel is placed above the Referral channel to ensure AI traffic is properly captured. The query is then run in BigQuery to pull AI-referred sessions and landing pages from the GA4 export. This allows for comparison between AI-cited pages and AI-clicked pages.
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