How do you track traffic from ChatGPT and other AI assistants in GA4?
Short answer
Create a custom channel group in GA4 that matches the referral sources of AI assistants, such as chatgpt.com, perplexity.ai, gemini.google.com and copilot.microsoft.com, and place it above the default referral channel. It shows AI visits that pass a referrer; app and voice visits still land in direct.
Set up the channel
In GA4 admin, create a custom channel group, add a channel named AI assistants with a condition on session source matching the assistants' domains, and move it above Referral so those visits are not counted twice.
Read it correctly
The channel counts visits that arrive with a referrer. Many visits from mobile apps and voice assistants arrive without one and are counted as direct, so the AI channel is the minimum, not the total.
Keep the list current
Assistants change domains and launch new products. Review the source list each quarter.
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