--- title: Track visitors from AI assistants description: See how many visitors ChatGPT, Perplexity, Claude, and Gemini send to your website, which pages they land on, and whether they sign up or buy, with Kite reading your site's analytics and reporting the numbers every week. slug: /use-cases/ai-assistant-referral-traffic page_type: use-case lead_prompt: How do I track website visitors from ChatGPT and other AI assistants with AI? target_prompts: - Can an AI marketing agent track website visitors from ChatGPT and other AI assistants? - How do I see how much traffic ChatGPT sends to my website? - Does my analytics show visitors who came from AI chatbots like Perplexity? - How do I measure referral traffic from AI search engines? - Is AI search actually sending people to my site? entity: Kite category: AI marketing agent author: Devon Wells and Kite date_published: '2026-10-27' date_modified: '2026-10-27' related_integrations: - /integrations/google-analytics.md - /integrations/posthog.md related_playbooks: - /how-to/track-visitors-from-chatgpt-and-other-ai-assistants-in-google-analytics.md --- # Track visitors from AI assistants ## Key Takeaways - When someone clicks a link in ChatGPT, Perplexity, Claude, or Gemini, the visit usually reaches your analytics with the assistant's web address attached, such as chatgpt.com or perplexity.ai. Tracking AI visitors means pulling those visits out of the general referral pile and counting them on their own. - On websites Kite builds and hosts, Kite's built-in analytics labels visits from those four assistants as their own traffic source, so the count is there from the first visitor. For other sites, Kite reads the same visits from your connected Google Analytics or PostHog account. - The count is only the start. Kite also reports which pages AI visitors land on and how often they sign up, book a demo, or buy, compared with visitors from search, social, and email. - Clicks show only part of what AI assistants do for you, because many people read an answer and never click. Kite puts your AI traffic next to how often those same assistants mention and cite you, which tells you whether AI search is working even when the visits are small. - Kite can repeat the report every week and send it to you in the Kite web app, in Slack, or by email, with the change from the week before. ## Is AI search actually sending people to your site? More buyers now start their research by asking an AI assistant which product to use, and the answer often includes links. When someone clicks one of those links, they arrive on your site as a real visitor who has already heard your name from a source they trust. You want to know how many of those visitors you get, where they land, and whether they turn into customers. Your analytics probably already records these visits. The trouble is that it rarely shows them clearly. In many Google Analytics properties, a visit from chatgpt.com lands in the general Referral channel next to every blog and directory that links to you. ChatGPT also adds `utm_source=chatgpt.com` to many of the links it shows, so the same assistant can appear under more than one label. To get a real number, someone has to know which web addresses belong to AI assistants, filter for them, and repeat the work every week. That repetitive reading is a good job for an AI marketer. Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. It reads your analytics, separates the AI-assistant visits from everything else, and tells you what those visitors did. Here's how it works. ## How Kite tracks visitors from AI assistants Kite starts by finding where your website's data lives. If Kite built and hosts your site, its built-in analytics already tags each visit with the source it came from, including a separate source for AI assistants. If your site runs somewhere else, Kite reads the visits from the Google Analytics or PostHog account you connect. From there, Kite counts the visits that came from AI assistants and breaks them down by assistant. It then follows those visitors through your site to see which pages they landed on and whether they completed the action your site is built for, such as a signup, a demo request, or a purchase. Kite then puts those numbers in context. It compares AI visitors with visitors from search, social, and email, and it compares this period with the last one. It also checks how often ChatGPT, Perplexity, Gemini, and Claude mention your company and cite your pages, so a rise or fall in visits can be read against what the answers themselves are saying. When you want the report every week, Kite puts it on a schedule. ### Separate AI-assistant visits from the rest of your traffic Counting AI visitors starts with recognizing them, and Kite recognizes them by the web address the visitor came from. A click from ChatGPT carries chatgpt.com as its referrer, which is the address of the site that sent the visitor. Perplexity sends perplexity.ai, Claude sends claude.ai, and Gemini sends gemini.google.com. On a website Kite hosts, this sorting happens as each visit is recorded. Kite's analytics labels visits from those four assistants as AI-assistant traffic, separate from organic search, paid search, social, email, other referrals, and direct visits. You don't need to set up a filter, and the count starts with your first AI visitor. Visits from other assistants, such as Microsoft Copilot, still appear in your list of referring sites under their own address. On a site measured in Google Analytics, Kite runs reports on your sessions broken down by source and filters them to the AI-assistant addresses. That catches visits whether Google Analytics recorded them as a referral from chatgpt.com or as a visit tagged with ChatGPT's source label. In PostHog, Kite breaks down your visits by referring domain and UTM source, which are the tags at the end of a link that say where it came from, and pulls out the same addresses. **Related How-to pages** - How to track visitors from ChatGPT and other AI assistants in Google Analytics (coming soon): Find the visits ChatGPT, Perplexity, Claude, and Gemini send to your site in Google Analytics, and keep them in a group of their own so your regular reports show them too. ### See where AI visitors land and whether they convert A visit count tells you AI assistants are sending people, but the landing pages and conversions tell you what that traffic is worth. Kite reports the pages AI visitors arrive on first, because those are the pages the assistants link to in their answers. If most of your ChatGPT visitors land on a comparison page you published last month, that page is doing work for you in AI answers, and it is a good model for the next one. Kite then checks what those visitors did next. On a site Kite hosts, it builds a funnel, which is the series of steps from first page view to your conversion goal, and splits it by traffic source. That shows the share of AI visitors who reached each step next to the share from search or email. This breakdown by source depends on your plan. In Google Analytics, Kite reads your key events, the actions you've marked as conversions, for the AI-assistant sessions. In PostHog, it runs the same kind of funnel on the events your site already sends. Here's what that comparison can show. Say AI assistants sent 150 visitors last month, against 2,400 from Google search. The AI number looks small. But if 6 percent of those AI visitors booked a demo and 1.5 percent of search visitors did, AI assistants produced 9 demos to search's 36. That's a quarter as many demos from a sixteenth of the traffic. Kite points out a gap like that, because it changes how much attention AI search deserves. ### Read AI traffic alongside how often AI answers mention you AI referral traffic counts only the people who clicked, so Kite reads it next to the answers those people were reading. Many people get what they need from the answer itself and never visit. Others hear your name in ChatGPT, then search for you on Google or type your address directly, and those visits show up as search or direct traffic. To fill in that picture, Kite runs the questions your buyers ask through ChatGPT, Perplexity, Gemini, and Claude. For each answer, it records whether your company is mentioned, which competitors appear, and which pages the answer cites. When your landing pages from AI assistants match the pages those answers cite, you can see which citations are earning clicks. When the answers mention you often but send few visitors, the answers are building awareness more than traffic, and your branded searches and direct visits are the place to look for the effect. If you haven't checked how AI assistants describe your business yet, Kite's free [AI visibility checker](/ai-visibility-checker) is the quickest place to start. It asks ChatGPT, Gemini, Perplexity, and Claude the questions your customers ask, and in about 45 seconds it shows whether they recommend you and who they recommend instead. It's free and needs no account. When the numbers show room to grow, Kite can move from measuring to improving. It finds the questions where competitors are cited instead of you, builds or updates the pages that answer them, and then watches whether AI visits rise afterward. That work is described in [Improve your visibility in AI answers](/use-cases/ai-answer-visibility.md). ### Get the numbers every week and see what changed AI traffic is usually small at first and changes quickly, so the trend tells you more than any single number. Kite compares each period with the one before it and explains the changes that matter. It might tell you that Perplexity visits doubled after a new guide went live, or that ChatGPT visitors stopped landing on a page that answer engines no longer cite. You can ask Kite to run the report on a schedule, such as every Monday morning in your timezone. Each run reads the latest data, compares it with the previous week, and delivers the result where you choose. That can be a conversation in the Kite web app, a channel in Slack, or an email from your team's Kite address. If the report needs more room than a message, Kite can publish it as a findings page with charts and tables that your team can open from a link. ## What you get - **A count of visitors from each AI assistant.** The number of visits from ChatGPT, Perplexity, Claude, and Gemini for the period you choose, with the change from the period before. - **The pages AI visitors land on.** The pages that AI answers send people to, so you know which content is earning clicks from AI search. - **Conversion rates by source.** How often AI visitors sign up, book a demo, or buy, next to your visitors from search, social, and email. - **Context from AI answers.** How often the same assistants mention your company and cite your pages, so you can tell whether low traffic means you are missing from answers or being mentioned without a click. - **A weekly report.** The same numbers on a schedule, delivered in the Kite web app, in Slack, or by email, with an explanation of what moved and what Kite suggests doing next. ## How to get started Start by asking Kite a plain question, such as "How much traffic does ChatGPT send us?" or "Are AI assistants sending us any customers?" You can work with Kite in your browser or in Slack. If Kite hosts your website, it can answer right away from its built-in analytics. If your site runs elsewhere, connect the Google Analytics or PostHog account that already measures it. Kite then tells you which date range it will read and which conversion goal it will use, and you can change either before it runs the numbers. Once you've seen the first report, you can ask Kite to repeat it every week. Kite proposes the schedule and where the report should go, and it starts running once you agree. ## Integrations used to track visitors from AI assistants Websites that Kite builds and hosts come with their own analytics, so they need no connection to track AI visitors. For a site Kite doesn't host, connect the analytics product that already records your traffic. ### Read traffic and conversions from your analytics - [Google Analytics + Kite](/integrations/google-analytics.md): Kite reads your sessions by source and landing page, filters them to the AI-assistant addresses, and reports the key events those visitors completed. - [PostHog + Kite](/integrations/posthog.md): Kite breaks down your visits by referring domain and UTM source, then builds funnels that show how AI visitors move toward signing up compared with everyone else. ## Common questions ### Why does ChatGPT traffic show up as referral or direct traffic in my analytics? Most analytics tools sort visits by the site that sent them, and they treat chatgpt.com like any other site that links to you. That puts AI visits in the Referral channel unless you create a separate group for them. Visits arrive as direct traffic when the referrer is missing, which happens when someone copies a link from an assistant's app and pastes it into a browser. Kite counts the visits that carry an AI-assistant address and reads changes in direct and branded search traffic alongside them. ### Can Kite tell me which AI answer sent a visitor? Kite can tell you which assistant sent a visitor and which page that visitor landed on, but not the exact question they asked. AI assistants don't pass the conversation along with the click. Kite gets close by matching your AI landing pages with the pages it sees cited when it runs your buyers' questions through the same assistants. ### How much traffic should I expect from AI assistants? For most websites, AI assistants still send a small share of total visits compared with Google search, and the share grows as more buyers use them. The more useful comparison is how those visitors behave. AI visitors often arrive after an answer has already recommended you, so it's worth checking whether they convert at a higher rate than your other sources before judging the channel by its size. ### Can Kite tell when an AI crawler visits my site, not just people? The reports on this page count people who clicked through from an AI assistant. AI companies also send automated crawlers that read your pages, and those visits work differently. Kite checks whether your site lets those crawlers in and gives them clear content to read as part of its AI-agent readiness scan, which runs 24 checks and scores your site out of 100.