How to see traffic from AI search and AI assistants
AI traffic isn't invisible. It's just in three different places.
Facts checked 3 Oct 2026 · by the AdSworn team
Look in three places. Google Analytics groups visits from assistants such as ChatGPT, Gemini, Copilot and Grok in an AI Assistant channel (it excludes Google's AI Overviews and AI Mode). ChatGPT adds utm_source=chatgpt.com to its links, so those visits show by source. Google's own AI features are counted in Search Console: in the Performance report under Web, and in dedicated generative AI reports.
Where each kind of AI traffic shows up
| Traffic from | Where to see it | Notes |
|---|---|---|
| ChatGPT, Gemini, Copilot, Grok, Deepseek | Google Analytics: AI Assistant channel | Medium "ai-assistant"; excludes Google's AI Overviews and AI Mode |
| ChatGPT specifically | Google Analytics: source "chatgpt.com" | OpenAI says ChatGPT adds utm_source=chatgpt.com to referral links |
| Google AI Overviews and AI Mode | Search Console: Performance report (Web) and generative AI reports | Impressions, pages, countries, devices and dates |
In Google Analytics
- Open Acquisition reportsTraffic acquisition, grouped by default channel group.
- Find AI AssistantVisits Google Analytics recognises as coming from AI assistants.
- Break down by sourceTo see which assistant sent them, such as chatgpt.com.
- Compare with other channelsEngagement and conversions next to Organic Search and Referral.
In Search Console
Google says traffic from its AI features is part of the Performance report's Web search type. The generative AI reports, launched in June 2026 and rolled out to all websites by 31 August 2026, add a dedicated view of impressions in AI Overviews, AI Mode and Discover's AI features, by page, country, device and date. See Search Console clicks and impressions explained.
Tracking a sponsorship the same way
The same habit that shows AI traffic shows ad traffic: tag every link. Give each sponsorship its own campaign parameters and it gets its own row in your analytics. See how to track sponsored post results with UTM tags.
- Publisher connects GoogleRead-only sign-in to Search Console (and Analytics if they use it). No passwords shared.
- AdSworn reads the numbersClicks from Google, the searches behind each page and page views. For this page: 21 clicks from Google in the last 4 weeks.
- Buyers see the proofEvery figure shows its source and the day it was read (3 Oct 2026 for this site).
Straight answers
How do I see ChatGPT traffic in Google Analytics?
Check the AI Assistant channel, or filter by source chatgpt.com: OpenAI says ChatGPT adds utm_source=chatgpt.com to links it sends.
Does Google Analytics show AI Overviews traffic?
Not in the AI Assistant channel, which excludes AI Overviews and AI Mode. Google's AI features are measured in Search Console.
Can I see how often my pages appear in AI Overviews?
Yes. Search Console's generative AI performance reports show impressions in AI Overviews, AI Mode and Discover AI features.