Traffic from ChatGPT is now edging out Google search in user engagement, according to new Siege Media data.
By the numbers. ChatGPT traffic was 1.73% more engaged than organic search on average between 2024-2025:
- ChatGPT engagement rate: 63.42% (though this number declined 11.43% since the study started).
- Organic search engagement rate: 61.64% (this number increased 4.71% since the study started).
Why we care. AI referrals bring highly qualified visitors, but in much smaller volumes. Brands may win on depth of engagement but lose on breadth of audience.
Accelerating diversification. Paid shopping, affiliates, and blog pages ranked among the most engaged channels. Average engagement rates across channels (2024–2025):
- Paid shopping: 72.50%
- Cross-network: 67.75%
- Affiliates: 66.31%
- ChatGPT: 63.42%
- Blog pages: 63.41%
What they’re saying. According to the report’s author, Michael Archambault
- “Optimizing for AI-driven traffic is no longer optional. These users have specific questions, and your content needs to be the definitive answer.”
About the data. Siege Media analyzed engagement data from 304 client properties (past and current) with permission. The dataset covered Jan. 1, 2024 to July 31, 2025, tracking traffic engagement rates across channels, including search, social, paid, referral, and AI sources.
The report. GA4 Engagement Rate Benchmarks: ChatGPT vs. Google [New Data]
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