AI Visibility
AI Referral Traffic
See how many visits AI assistants like ChatGPT and Perplexity send to your site, using your Google Analytics 4 data.
3 min read Updated
What is it?
AI referral traffic is the visits to your website that come from AI assistants, such as ChatGPT or Perplexity. An LLM referral is a GA4 session where the traffic source matches an AI assistant.
This data does not come from the LLM Tool. It comes from your Google Analytics 4 property. You see it in two places:
- The Analytics (GA4 + GSC) screen.
- The Unified Dashboard.
Why use it?
- To see if being named in AI answers brings real visits.
- To find which assistant sends the most visitors and conversions.
- To find the pages that AI visitors land on.
Before you start
You need Google Analytics 4 connected to your project. See Connect Google Analytics 4.
How to use it
Open Analytics
In the sidebar, under Overview, click Analytics (GA4 + GSC).
Pick a date range
Click 7 days, 28 days or 90 days, or Custom to pick dates.
Scroll to LLM referral traffic
The lower sections load as you scroll to them. Find LLM referral traffic and Top landing pages from LLM referrals.
Understanding the screen
LLM referral traffic cards
The subtitle reads "GA4 sessions where source matches an AI assistant", followed by your date range. There is one card per assistant. Each card shows:
- Sessions from that assistant.
- N conv. — conversions from those sessions.
- The % change against the preceding period.
Top landing pages from LLM referrals
| Column | Meaning |
|---|---|
| Landing page | The page the visitor first landed on. |
| ChatGPT | Sessions from ChatGPT. |
| Perplexity | Sessions from Perplexity. |
| Gemini | Sessions from Gemini. |
| Claude | Sessions from Claude. |
| Copilot | Sessions from Copilot. |
| Grok | Sessions from Grok. |
| Total | All AI assistant sessions for the page. |
| Conv. | Conversions from those sessions. |
On the Unified Dashboard
The Unified Dashboard shows:
- An LLM Referral Traffic KPI card ("GA4 source = AI assistants").
- Traffic from LLMs — one card per source.
- An LLM share of referral traffic bar.
The Unified Dashboard has no date picker. Its GA4 numbers use a fixed Last 28 days.
Understanding the data
LLM referral traffic
Google Analytics 4 sessions whose source is an AI assistant such as ChatGPT, Perplexity, Gemini, Claude, Copilot or Grok.
Appears in: Analytics, Unified Dashboard
Sessions
Visits to your website, counted by Google Analytics 4. “Organic sessions” are visits from unpaid search results.
Appears in: Analytics, Advanced Analytics, Unified Dashboard
Conversions
Google Analytics 4 key events — the important actions people take on your site, such as a form fill or a purchase.
Appears in: Analytics, Advanced Analytics
The Analytics screen always compares with the preceding period. See Analytics (GA4 + GSC) for the rest of the screen.
Example
For example, with 28 days picked, the ChatGPT card shows 420 sessions, 12 conv. and +18%. In Top landing pages from LLM referrals, your pricing guide has 150 ChatGPT sessions and 30 Perplexity sessions. That page is your top AI entry point, so keep it up to date.
Tips
- Compare this traffic with your AI Visibility Overview. Rising visibility and rising referrals together are a good sign.
- Use 90 days when numbers are small. Short ranges can have very few sessions.
Common issues
| Message | What to do |
|---|---|
| Connect Google Analytics to see LLM referral traffic. | Connect GA4 on the Integrations screen. |
| Loading LLM referral traffic… | The section is loading. Wait a moment. |
| No LLM-referred sessions in this range. | Pick a longer date range. |
Frequently asked questions
Why does it say Connect Google Analytics to see LLM referral traffic?
This data comes from Google Analytics 4. Connect a GA4 property to your project on the Integrations screen.
Is AI referral traffic part of the LLM Tool?
No. The LLM Tool shows how AI answers talk about you. AI referral traffic shows the visits those assistants send to your site, measured by GA4.
Why do I see No LLM-referred sessions in this range?
GA4 recorded no sessions from an AI assistant source in the selected dates. Try a longer range such as 90 days.
Related articles
- DashboardsAnalytics (GA4 + GSC)Read every KPI card, chart and table on the Analytics screen, which joins Google Analytics 4 and Search Console data.Read
- DashboardsUnified DashboardSee every connected Prism module on one screen, and learn why a module card may show a message instead of numbers.Read
- IntegrationsConnect Google Analytics 4Connect your GA4 property to Prism with read-only access so you can see sessions, conversions and revenue next to your search data.Read
- AI VisibilityAI Visibility OverviewRead the AI Visibility Overview screen: KPI cards, visibility trends, the leaderboard, answer positions and top prompts.Read
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