Google Analytics adds AI Assistant channel to measure AI traffic

Google Analytics added a new AI Assistant channel that tracks traffic from chatbots like ChatGPT, Gemini, and Claude. The update should help you measure visits from AI assistants without using custom filters or workarounds.

What’s new. Google Analytics now automatically labels traffic from supported AI assistants with new traffic source values. When someone clicks on your site from a supported AI chatbot, Google Analytics will automatically assign that visit to one of these new channels.

• Medium: ai-assistant
• Channel Group: “AI Assistant”
• Campaign: (ai-assistant)

Why we care. This update should help you track AI traffic directly inside standard GA4 reports. It should be easier to track things like which AI assistants send the most traffic, whether AI traffic is growing, how AI traffic compares to organic search and other channels, and whether visitors from AI tools convert differently.

The announcement. New AI Assistant traffic measurement

View the full article