One question I have had for some time is how to actually track traffic coming from AI assistants and chatbots like ChatGPT, Gemini, and Claude. As more users discover websites through generative AI tools instead of traditional search, understanding where that traffic comes from has become increasingly important.
Google Analytics has now introduced a dedicated “AI Assistant” channel in its reports to help measure this type of traffic. With the update, traffic from recognized AI assistants is automatically assigned the medium “ai-assistant,” grouped under the new “AI Assistant” channel, and identified with the campaign name “(ai-assistant).”
This update gives marketers, publishers, and businesses a clearer way to monitor how generative AI is influencing website discovery, user clicks, and traffic trends compared to traditional channels like organic search. Read the Google news here.