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ChatGPT is becoming a valuable traffic source. It may not appear in a Google Analytics overview because the volume is small, but ChatGPT traffic is often the most engaging source, even more than organic search.

I base those observations on my experience optimizing client sites for AI answers.

I know of no studies examining why ChatGPT traffic performs well, but I have two theories:

Like organic search, ChatGPT provides solutions to problems, with occasional links to external sites to learn more.
People trust generative AI results because of the conversational format, akin to human dialogue.

The trend may change as genAI tools become mainstream. Until then, monitoring AI traffic is essential.

Track ChatGPT Referrals

In Google Analytics 4:

Go to Acquisition > Traffic acquisition,
Below the graph in the drop-down, choose “Session source / Medium,”
In the “Search” field, type “gpt” and click “Enter” to filter session sources.

Then create custom reports to access the data quickly.

Read article >

A Message from Levanta

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