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AI traffic

More and more people click through to websites from AI assistants. The AI Traffic report shows how many, and from which assistant.

What the report shows

  • AI users, sessions and pageviews, with the change against the previous period.
  • Bounce rate and session duration of the visits that AI sent.
  • A table with a row for each assistant: pageviews, sessions and users. Known assistants are always listed, even with zero visits.
  • Share of all traffic: AI pageviews as a percentage of all pageviews.
  • AI crawlers and the pages that AI traffic lands on.

How a visit is recognised

A visit counts as AI traffic when it shows one of these signals:

  • The assistant’s own link. The visitor arrives from the assistant’s website, so the referrer tells us. This covers assistants such as Perplexity, Claude, Gemini and Copilot.
  • A tagged link. Some assistants hide the referrer but tag the link instead. ChatGPT adds utm_source=chatgpt.com to the links it shows. Weblytic360 reads the tag, and also tags such as perplexity, claude, gemini, copilot, deepseek, mistral, grok, you.com, phind and poe.
  • Google AI Overview (an estimate). Google AI Overviews and AI Mode link to the exact passage they quote. The script notices when a Google visit lands on such a highlighted passage and reports only a yes or no, never the text. Ordinary featured snippets work the same way, so treat this number as a close estimate, not an exact count.

A whole session counts as AI traffic when its first visit came from an assistant, so the pages the visitor looks at afterwards are included.

What cannot be detected

  • An assistant that sends visitors without a referrer and without a tag looks like direct traffic.
  • People who read an answer and then type your address or search for you later are not linked to the assistant.

This is a limit of every analytics tool, not only of Weblytic360.

AI crawlers

AI crawlers such as GPTBot read your pages to build answers. Most of them do not run JavaScript, so they rarely reach the script. The ones that do are shown in their own list and are not counted as AI visitors.

Test it yourself

Open a private window and visit your own site with a tagged address:

Test address
https://example.com/?utm_source=chatgpt.com

After a minute or two, the ChatGPT row in the AI Traffic report shows one session. See Metrics explained for how sessions and users are counted.