AI assistants are becoming a measurable source of website traffic. People now use ChatGPT, Claude, Gemini, Perplexity and other AI assistants to research products, compare tools, solve problems and discover websites. When someone clicks a link suggested by one of these assistants, the visit may appear inside Google Analytics 4 as referral traffic. That means you can already start identifying AI traffic and analyzing how those visitors behave on your website. Here’s how.
