How to See AI Traffic in GA4 (ChatGPT, Perplexity, Claude, Gemini)

If you’re in marketing, it’s difficult to see how you’re performing in your AI search marketing efforts.

There are tons of tools, but many aren’t accurate.

Many attempt to fix this by using blank accounts with no history, but this is problematic because users do have history, and AI tools use this to personalize results.

In this article, we’ll show you how to use Regix to analyze AI traffic in Google Analytics.

How to See AI Traffic in Google Analytics 4

1. Log in to your Google Analytics 4 account
2. Navigate to Reports > Acquisition > Traffic acquisition
3. Click the Add filter button (+ icon)

4. Select Session source/medium as your dimension
5. Choose “Matches regex” as the operation
6. Paste the following regex pattern:

^*\.openai.*|.*copilot.*|.*chatgpt.*|.*gemini.*|.*gpt.*|.*neeva.*|.*writesonic.*|.*nimble.*|.*perplexity.*|.*google.*bard.*|.*bard.*google.*|.*bard.*|.*claude.*|.*edgeservices.*|.*bnngpt.*|.*gemini.*google.*$

Finally, set the table to sort by session source/medium.

This regex pattern will show you traffic from popular AI sources, including:

• ChatGPT
• Gemini
• Perplexity
• Microsoft Copilot
• Claude
• Other AI assistants.

How to See AI Traffic By Page in Google Analytics 4

1. Log in to your Google Analytics 4 account
2. Navigate to Reports > Engagement > Pages and Screens
3. Click the Add filter button (+ icon)

4. Select Session source/medium as your dimension
5. Choose “Matches regex” as the operation
6. Paste the following regex pattern:

^*\.openai.*|.*copilot.*|.*chatgpt.*|.*gemini.*|.*gpt.*|.*neeva.*|.*writesonic.*|.*nimble.*|.*perplexity.*|.*google.*bard.*|.*bard.*google.*|.*bard.*|.*claude.*|.*edgeservices.*|.*bnngpt.*|.*gemini.*google.*$

This regex pattern will show you traffic by page from all included AI sources, including:

• ChatGPT
• Gemini
• Perplexity
• Microsoft Copilot
• Claude
• Other AI assistants.

How to See AI Traffic By Page, By Source in Google Analytics 4

To see traffic by page, by source (eg, most popular pages with ChatGPT traffic), you can follow the steps above to view traffic by page, but when you enter the regex, you can enter the name of the tool.

ChatGPT:

.*openai.*|.*chatgpt.*

Gemini:

.*gemini.*

Perplexity:

.*perplexity.*

Microsoft Copilot:

.*copilot.*|.*edgeservices.*

Claude:

.*claude.*|.*anthropic.*

For example, to see ChatGPT traffic:

.*openai.*|.*chatgpt.*

Then I can see traffic from ChatGPT, by page:

How to Track AI Visibility

The data above shows you what pages are being found in AI tools, but how are users finding these pages in the first place?

There are tons of tools that claim to help with AI visibility tracking, but many aren’t accurate.

They often attempt to track average visibility by using blank accounts with no history, and they take a keyword-focused approach like old-school SEO pros do.

This is problematic because users do have a history online, and AI tools use this to personalize results, so a blank slate search doesn’t represent a real-world sample. People who are ready to buy likely have a unique search history and discover your business via fan-out queries rather than initial search phrases.

Users also customize their queries much more, so keywords aren’t an exact way to handle AI visibility analysis.

Don’t get me wrong, these tools can be great for initial analysis, fan-out phrase discovery and ideation, and other behavior analysis related to AI SEO, but if we’re attempting to make moves that grow sales, we want to use internal data.

As an AI SEO agency, we handle this by using keyword and phrase research, fan-out query analysis, buyer journey mapping, and search intent analysis.

Ultimately, rather than trying to figure out the specific keywords we’re positioned for in AI search tools, we aim to figure out what topic our high-performing content is attracting traffic from so that we can double down on what’s working.

I’ve summarized in this Reddit comment:

For example, looking at newer content, our top page from AI was our Google review statistics article…

…but our digital PR agency article attracts customers. So it makes sense to focus here.

We can use keyword data from Google Search Console to interpret what topics people are probably researching as they come across this page

Because Google Search Console shows impressions and clicks for “digital pr services” and similar keywords, and AI Overview data is merged into this data set, we can infer that our page is receiving impressions from AI searches related to digital PR services.

Long tail phrases can give us further insights into where we’re visible for searchers. For example, on our page, it looks like people are seeing it for phrases related to social media and data insights, along with what appears to be some search spam or exam questions that have no business value.

Knowing this, we can update our content appropriately or write new content that goes deeper into these topics. We know that search engines see us as an authority on this topic, so these are easy opportunities for us.

Ultimately, though, if we want to improve our position and visibility for these specific phrases, we need more authority and online reputation signals.

How to Improve AI Visibility

So we know what pages are showing in AI search and for what topics, but how can we become more visible than our competitors?

Like traditional SEO, AI search visibility is determined by three things:

• Your website’s technical performance, including schema, speed, and structure.
• Your website’s content quality, structure, and authority.
• Your website’s authority and reputation, which includes backlinks, brand mentions, reviews, and other signals.

Based on an Ahrefs study on AI Overviews, off-site mentions, backlinks, and reputation signals are the biggest drivers of AI visibility.

With this being the case, we believe that digital PR is the biggest driver of AI visibility.

If you have the time to do this yourself, our blog post linked above covers this in detail, but if you prefer to scale up with services, partnering with a digital PR agency makes a lot of sense.

We offer digital PR services that help our clients get on websites their customers are reading to drive online reputation, backlinks, referral traffic, and AI SEO visibility.

Have questions about how this works? Leave a comment below!