Google Analytics added a new AI Assistant channel that tracks traffic from chatbots like ChatGPT, Gemini, and Claude. The update should help you measure visits from AI assistants without using custom filters or workarounds.

What’s new. Google Analytics now automatically labels traffic from supported AI assistants with new traffic source values. When someone clicks on your site from a supported AI chatbot, Google Analytics will automatically assign that visit to one of these new channels.

  • Medium: ai-assistant
  • Channel Group: “AI Assistant”
  • Campaign: (ai-assistant)

Why we care. This update should help you track AI traffic directly inside standard GA4 reports. It should be easier to track things like which AI assistants send the most traffic, whether AI traffic is growing, how AI traffic compares to organic search and other channels, and whether visitors from AI tools convert differently.

The announcement. New AI Assistant traffic measurement

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Danny Goodwin

Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo – SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.