Google Analytics 4 launched its \u201cAI Assistant\u201d channel in May. I\u2019ve since accumulated data before covering the feature here.<\/p>\n
AI Assistant measures and analyzes traffic from generative AI platforms. In its \u201cAnalytics Help\u201d portal, Google states<\/a> the feature includes traffic from \u201cchatbots like ChatGPT, Gemini, and Claude.\u201d<\/p>\n Google does not include AI Overviews and AI Mode<\/a> in the channel; instead, it reports those clicks as Organic Search.<\/p>\n To find AI-assisted traffic, go to Reports > Acquisition > Traffic acquisition<\/em>, then look at the \u201cAI Assistant\u201d Session Channel Group dimension.<\/p>\n This report shows AI-driven traffic<\/a> performance metrics, including engagement, events per session, time per session, and more.<\/p>\n The new \u201cAI Assistant\u201d feature in Google Analytics measures and analyzes traffic from generative AI platforms. Click image to enlarge.<\/em><\/p>\n<\/div>\n The new AI Assistant channel also helps identify pages cited in AI answers that drive clicks. Go to Reports > Engagement > Pages and screens<\/em> for your site\u2019s highest-traffic pages. Click \u201cAdd filter\u201d at the top of the graph.<\/p>\n Then choose:<\/p>\n Apply the filter to see pages with the most clicks from AI platforms.<\/p>\n You can also compare AI-assisted traffic to other sources. In the same \u201cPages and screens\u201d section, click the \u201cAdd comparison\u201d button on top of the graph. Select \u201cCreate new\u201d and choose the same steps as the filter above:<\/p>\n The report will now compare your AI-assisted traffic with the site\u2019s overall traffic, page by page. To compare with a specific source (e.g., organic traffic), create a new comparison, following the steps above, and remove \u201cAll users\u201d from the comparison.<\/p>\n Now you can compare engagement metrics for each page across the two traffic sources: AI-assisted and organic.<\/p>\n In my tests, traffic from the top organic search and AI-assisted pages does not overlap. It\u2019s worth checking the top pages in Semrush or a similar tool to find the prompts driving those AI citations.<\/p>\n The new feature also enables comparison of AI-assisted traffic performance with other sources. Click image to enlarge.<\/em><\/p>\n<\/div>\n The AI Assistant default channel makes filtering and comparing easier, but it doesn\u2019t reveal which platforms it includes. Alternatively, you can track individual traffic sources, such as ChatGPT<\/a>, using regular expressions.<\/p>\nLanding Pages<\/h3>\n
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AI vs. Other Traffic<\/h3>\n
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<\/a><\/p>\nUsing Regex<\/h3>\n
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