How to See Chatbot/AI Traffic in GA4 (Step-by-Step)

Author: geoZ Team • Updated date:
How to See Chatbot/AI Traffic in GA4 (Step-by-Step)

Summary (TL;DR)

To see and segment AI chatbot and Large Language Model (LLM) traffic in GA4, you must use custom reporting and regex filters targeting common AI referrer domains (such as ChatGPT, Gemini, Perplexity, and Microsoft Copilot). This step-by-step process involves building GA4 Exploration reports, applying targeted regex filters, and optionally configuring custom events or dimensions for richer AI segmentation. This setup ensures deeper insights into chatbot-driven sessions and helps you accurately measure AI traffic’s impact on conversions and user behavior[[2]](https://www.getpassionfruit.com/blog/track-ai-llm-chatbot-traffic-separately-in-ga4-(step-by-step-guide))[[3]](https://www.youtube.com/watch?v=26znNsMTUiw)[[6]](https://gpo.com/blog/how-to-track-ai-chatbot-traffic-in-ga4/)[[9]](https://bendyourmarketing.com/blog/how-to-track-ai-and-llm-chatbot-traffic/).

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Introduction

The surge of AI-driven search and chatbot sessions is transforming the analytics landscape. As platforms like ChatGPT, Gemini, Claude, and Perplexity become default sources of web interactions, marketing and SEO consultants need to quantify their impact. Google Analytics 4 (GA4) does not natively distinguish this rapidly growing segment, creating a blind spot for both strategy and ROI analysis. This guide provides a comprehensive, technical, step-by-step approach for consultants to track and analyze AI-derived web traffic in GA4 for improved reporting, lead attribution, and optimization[[2]](https://www.getpassionfruit.com/blog/track-ai-llm-chatbot-traffic-separately-in-ga4-(step-by-step-guide))[[4]](https://www.orbitmedia.com/blog/track-ai-traffic-ga4/)[[9]](https://bendyourmarketing.com/blog/how-to-track-ai-and-llm-chatbot-traffic/).

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Step-by-Step Guide: Tracking Chatbot and AI Traffic in GA4

Why Tracking AI Chatbot Traffic Matters


  • Up to 63% of websites now see measurable AI/LLM traffic, with ChatGPT driving 50% of this category[[2]](https://www.getpassionfruit.com/blog/track-ai-llm-chatbot-traffic-separately-in-ga4-(step-by-step-guide)).

  • AI traffic affects narrative around organic search performance and can disrupt traditional channel attribution.

  • Understanding AI session behavior informs GEO (Generative Engine Optimization) strategy, revealing which content wins in AI search results[[2]](https://www.getpassionfruit.com/blog/track-ai-llm-chatbot-traffic-separately-in-ga4-(step-by-step-guide))[[9]](https://bendyourmarketing.com/blog/how-to-track-ai-and-llm-chatbot-traffic/).

Step 1: Identify AI LLM and Chatbot Referrers

Common AI/LLM Referrer Domains to Track:


  • chat.openai.com (ChatGPT, OpenAI)

  • gemini.google.com (Gemini/Bard)

  • perplexity.ai (Perplexity)

  • copilot.microsoft.com (Microsoft Copilot)

  • claude.ai (Anthropic Claude)

  • meta.ai (Meta AI)

  • bard.google.com (Bard)

  • chatgpt.com

  • chat.mistral.ai

Step 2: Access and Configure GA4 for AI Traffic


  1. Log into GA4 and navigate to the Explore section for deeper customization[[6]](https://gpo.com/blog/how-to-track-ai-chatbot-traffic-in-ga4/)[[9]](https://bendyourmarketing.com/blog/how-to-track-ai-and-llm-chatbot-traffic/).

  2. Create a new Exploration (e.g., “AI Chatbot Traffic”).

  3. Add Core Dimensions:


- Page Referrer
- Session Source/Medium
- Landing Page + Query String[[9]](https://bendyourmarketing.com/blog/how-to-track-ai-and-llm-chatbot-traffic/)

Step 3: Apply Regex Filters to Isolate AI Traffic


  • Under the Filters section, select Page Referrer.

  • Set to “Matches regex”.

Recommended Regex Pattern:

``regex
^https:\/\/(www\.meta\.ai|www\.perplexity\.ai|chat\.openai\.com|claude\.ai|chat\.mistral\.ai|gemini\.google\.com|bard\.google\.com|chatgpt\.com|copilot\.microsoft\.com)(\/.*)?$
`
[[6]](https://gpo.com/blog/how-to-track-ai-chatbot-traffic-in-ga4/)

Or, for broader coverage:

`regex
(chatgpt|openai|anthropic|deepseek|grok)\.com|(gemini|bard)\.google\.com|(perplexity|claude)\.ai|(copilot\.microsoft|edgeservices\.bing)\.com|edge\scopilot
`
[[3]](https://www.youtube.com/watch?v=26znNsMTUiw)

Step 4: Build Your Report


  • Set up Sessions and Views as metrics.

  • You can add additional metrics, such as Total Users and Conversions, to tie AI traffic to business outcomes[[9]](https://bendyourmarketing.com/blog/how-to-track-ai-and-llm-chatbot-traffic/).

Example Table: AI Chatbot Traffic Segmentation

| Referrer Domain | Sessions | Users | Conversions |
|--------------------------|----------|-------|-------------|
| chat.openai.com | 540 | 480 | 15 |
| gemini.google.com | 320 | 295 | 10 |
| perplexity.ai | 140 | 132 | 4 |
| copilot.microsoft.com | 85 | 80 | 1 |
| claude.ai | 60 | 59 | 2 |

(Download as CSV: AI-Chatbot-Traffic-Report.csv)

Step 5: Create Custom Events for Deeper Tracking (Optional/Advanced)


  • Use Google Tag Manager or GA4’s tag-based events to create a custom event (e.g., AI_chatbot_click) that fires when a site visit matches the AI referrals[[2]](https://www.getpassionfruit.com/blog/track-ai-llm-chatbot-traffic-separately-in-ga4-(step-by-step-guide)).

  • Register custom parameters (like menu_item_url, menu_item_name`) as custom dimensions via Admin > Custom Definitions for persistent reporting[[2]](https://www.getpassionfruit.com/blog/track-ai-llm-chatbot-traffic-separately-in-ga4-(step-by-step-guide)).

Step 6: Build a Custom Channel Group in GA4


  • In Admin > Channel Groups, add a new group called AI Chatbots.

  • Assign relevant regex-matching conditions to direct traffic to this group for persistent and standardized segmentation[[3]](https://www.youtube.com/watch?v=26znNsMTUiw)[[8]](https://www.optimizesmart.com/how-to-track-ai-traffic-in-ga4/).

Step 7: Visualize Data and Share with Stakeholders


  • Use standard GA4 dashboards or connect to Looker Studio for enhanced visualization[[5]](https://seosly.com/blog/track-ai-traffic-in-google-analytics/).

  • Communicate AI traffic trends and integration with lead/conversion reporting in client reports for transparency and KPI discussions.

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Conclusion / Key Takeaways

GA4 does not natively isolate AI/chatbot/LLM referrals, making custom tracking essential for any modern SEO or marketing analytics stack. By implementing regex-based segmentation, custom events, and channel grouping, you gain data-driven clarity on the volume and behavior of AI-driven sessions.

This actionable insight enables:


  • Improved attribution modeling in a world where LLMs generate traffic

  • Refined content and SEO strategy for future-facing, AI-optimized discoverability

  • Transparent client reporting for AI-attributed leads, conversions, and KPIs

Adopting this technical configuration early positions your consultancy for ROI-focused AI search optimization and client trust as search paradigms evolve.

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FAQs

1. Can GA4 track AI chatbot traffic by default?
No. GA4 does not automatically segment chatbot or LLM referrals. Custom configuration is required[[2]](https://www.getpassionfruit.com/blog/track-ai-llm-chatbot-traffic-separately-in-ga4-(step-by-step-guide))[[7]](https://fatjoe.com/blog/track-ai-traffic/)[[8]](https://www.optimizesmart.com/how-to-track-ai-traffic-in-ga4/).

2. Will filtering AI traffic affect organic session reporting?
Yes, it allows you to explicitly segment out LLM/AI impacts, clarifying traditional organic channel KPIs and preventing double-counting[[2]](https://www.getpassionfruit.com/blog/track-ai-llm-chatbot-traffic-separately-in-ga4-(step-by-step-guide))[[4]](https://www.orbitmedia.com/blog/track-ai-traffic-ga4/)[[9]](https://bendyourmarketing.com/blog/how-to-track-ai-and-llm-chatbot-traffic/).

3. What if referrer information is missing (due to privacy, direct hits, or LLM limitations)?
Some sessions may not report referrers. Supplement GA4 with server logs or encourage site owners to use UTM parameters in chatbot prompts for additional clarity[[9]](https://bendyourmarketing.com/blog/how-to-track-ai-and-llm-chatbot-traffic/).

4. Which AI referrers should be included?
Start with established LLM sources (ChatGPT/OpenAI, Gemini, Copilot, Perplexity, Claude, Meta AI) and update filters as new platforms emerge[[2]](https://www.getpassionfruit.com/blog/track-ai-llm-chatbot-traffic-separately-in-ga4-(step-by-step-guide))[[6]](https://gpo.com/blog/how-to-track-ai-chatbot-traffic-in-ga4/)[[9]](https://bendyourmarketing.com/blog/how-to-track-ai-and-llm-chatbot-traffic/).

5. How do I convince clients this is crucial?
AI-driven discovery is quickly overtaking classic SEO visibility. Quantifying its impact and attributing leads from AI ensures you capture the full marketing ROI story[[2]](https://www.getpassionfruit.com/blog/track-ai-llm-chatbot-traffic-separately-in-ga4-(step-by-step-guide)).

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Citations


  1. How to Track AI Traffic in GA4 (Step‑by‑Step) - Loves Data

  2. Track AI/LLM Chatbot Traffic in GA4 | Google Analytics Guide – Passion Fruit)

  3. How to Report on AI Traffic in GA4 (Including ChatGPT) – YouTube

  4. How to Track AI Referral Traffic (and Leads) from in GA4 – Orbit Media

  5. How to Track AI Traffic in Google Analytics 4 (Free Dashboard) – SEOSLY

  6. How to Track AI Chatbot Traffic in GA4 – GPO Blog

  7. This Is How To Track AI Traffic (in GA4) – fatjoe.

  8. How to track AI traffic in GA4 – Optimize Smart

  9. How to Track AI and LLM Chatbot Traffic in GA 4 – Bend Marketing