How to Show AI and LLM Traffic in Google Analytics for Non-Techies (a 3min Fix!)

As AI platforms and large language models (LLMs) like ChatGPT, Gemini, and Perplexity reshape how people discover content, marketers can no longer rely only on traditional organic traffic reports. Generative AI can drive real brand visibility and clicks, but without proper tracking, its impact remains hidden and underleveraged.

Adding AI and LLM traffic tracking in Google Analytics helps you measure reach, prove ROI, and adjust SEO strategies for the new search era. Here is how, in a few easy steps that you can implement in about 3 minutes.

Log into your Google Analytics 4 account

• • You’ll need Admin access to set up the new channel group.

Create a new channel group

• • In the Data display section, select Channel groups.

  • Click Create New Channel Group, then Add Channel.

  • Name it something like LLM Traffic.

  • Under Group conditions, choose Source and set it to Matches Regex.

Add the Regex code

• • Paste the following code to capture AI/LLM sources.

    • Make sure you copy/paste the entire Regex code from left to right

^.*ai|.*\.openai.*|.*copilot.*|.*chatgpt.*|.*gemini.*|.*gpt.*|.*neeva.*|.*writesonic.*|.*nimble.*|.*outrider.*|.*perplexity.*|.*google.*bard.*|.*bard.*google.*|.*bard.*|.*edgeservices.*|.*astastic.*|.*copy.ai.*|.*bnngpt.*|.*gemini.*google.*$

• • As new AI platforms and LLMs come out, this regex may need to be updated

Wait for data to populate

• • • It may take the rest of the day for traffic to appear in reports.

    • Once data flows in, you’ll be able to segment traffic by LLM Traffic in GA4.

LLM reports and metrics

• • What’s the percentage of your overall website traffic coming from LLMs

  • What’s the performance of each LLM, such as ChatGPT or Perplexity (filter your referral traffic by source/medium: LLM)

  • Which pages on your website receive the most AI traffic

  • What are the engagement and conversion rates of LLM users
    

Set up AI traffic reports in Looker Studio

For dashboards and charts, set up an AI traffic report in Looker Studio.

In case you need help with setting up custom reports for AI traffic tracking and analysis, feel free to contact our team here.

Matthew Capala

Matthew Capala is a seasoned digital marketing executive, founder/CEO of Alphametic, a Miami-based digital marketing agency, author of “The Psychology of a Website,” dynamic speaker, and entrepreneur.