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How to Track AI Traffic in Google Analytics

Writer's picture: Sotirios SeridisSotirios Seridis

We are all aware of the advancement of artificial intelligence; but do you know that it may also be reshaping how you understand website traffic? As AI-powered tools and bots become more prevalent, we are now faced with a new challenge: how to accurately track and analyze AI traffic in Google Analytics. This isn't just about keeping up with the latest tech trend; it's about gaining crucial insights that can shape your digital strategy. This quick and easy guide will show you how to track AI traffic in Google Analytics!






How to Track AI Traffic in Google Analytics:


  1. Login to your Google Analytics account

  2. Navigate to Reports > Traffic acquisition: Session default channel group

  3. Change the dimension to Session source / medium

  4. Use the search bar to bring up sources relevant to ChatGpt, Perplexity or any other AI tool





Frequently Asked Questions on Tracking AI Traffic in Google Analytics



What is AI traffic in the context of Google Analytics?


AI traffic refers to website visits and interactions generated by artificial intelligence systems. This includes traffic from AI-powered chatbots, AI-driven recommendations, web crawlers, machine-learning models, bots testing website functionality, virtual assistants, AI-powered scraping tools, and traffic from AI-based marketing tools.



Why is it important to track AI traffic separately in Google Analytics?


Tracking AI traffic separately is important for:

  • Differentiate between human and AI-generated traffic patterns

  • Ensure human-centric metrics aren't skewed by AI activity

  • Improve decision-making based on clean data

  • Measure the impact of AI-driven interactions on your website

  • Identify areas where AI engagement can be enhanced

  • Monitor the growth and evolution of AI traffic over time

  • Detect potential misuse or abuse from AI systems

  • Adhere to data protection regulations by segregating AI and human data



Can I attribute Key Events to AI interactions in Google Analytics?


Yes, Google Analytics' event-based tracking allows you to track and attribute key events specifically to AI-driven interactions.



What key metrics should I focus on when analyzing AI traffic?


Key metrics to focus on when analyzing AI traffic include:

  • Sessions

  • Users

  • Views (page views)

  • Average Session Duration

  • Key Events

  • Key Event Rate





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