---
title: How to track ChatGPT and AI assistant traffic in GA4
description: Set up GA4's AI Assistant channel, a custom channel group and an exploration for ChatGPT, Perplexity, Gemini, Copilot and Claude, and see what GA4 misses.
image: https://roasexpert.com/hubfs/roas-expert-visuals/cover-ai-assistant-traffic-in-ga4.png
---

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 October 5, 2026

# How to track AI assistant traffic in GA4, and what it misses

![Picture of Rishabh Gupta](https://roasexpert.com/hs-fs/hubfs/IMG_1011.jpeg?width=50&name=IMG_1011.jpeg) [Rishabh Gupta](https://roasexpert.com/blog/author/rishabh-gupta)

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GA4 has had a built-in AI Assistant channel since May 13, 2026, but on its own it undercounts. Google's definition doesn't name Perplexity, Claude has dropped out of its examples since launch, ChatGPT sessions can land in three different channels, and nothing from before the channel switched on gets reclassified. To track AI assistant traffic properly, build a custom channel group that matches AI sources with a regex, put it above Referral and select it in your reports, which sorts past data too. Then read sessions, key events and revenue by assistant and landing page in an exploration, and treat every number as a floor.

GA4 can't see visits that arrive with no referrer, people who copy your URL out of an answer, or clicks from Google's own AI Overviews and AI Mode, which it counts as Organic Search. For those, use server logs, Search Console, Bing Webmaster Tools and a question on your forms. This is the long version of the measurement section in our [AI visibility guide for SaaS and AI startups](https://roasexpert.com/blog/ai-visibility-for-saas-and-ai-startups).

## What does GA4's AI Assistant channel count?

Google [added the AI Assistant channel on May 13, 2026](https://support.google.com/analytics/answer/9164320), and its launch note named ChatGPT, Gemini and Claude. The [channel definition](https://support.google.com/analytics/answer/9756891) works on the referrer. When it matches Google's list of AI assistants, GA4 sets the medium to ai-assistant and the campaign to (ai-assistant), and the channel takes every session with that medium. Google gives examples rather than the full list, and the current examples are ChatGPT, Gemini, DeepSeek, Copilot and Grok.

| Source | In Google's AI Assistant definition | Matched by the regex below |
| --- | --- | --- |
| ChatGPT | Named | Yes |
| Gemini | Named | Yes |
| Copilot | Named | Yes |
| Perplexity | Not named | Yes |
| Claude | Named at launch, not in the current definition | Yes |
| Google AI Overviews and AI Mode | Excluded, counted as Organic Search | No |

In [Search Engine Journal in July 2026](https://www.searchenginejournal.com/ga4s-ai-assistant-channel-undercounts-your-ai-traffic-how-to-build-one-that-doesnt/580133/), Itamar Blauer reported three gaps. Perplexity isn't on the list, and he reads the change in Google's examples as Claude being dropped. In the account he examined, chatgpt.com sessions were split across AI Assistant, Referral and Unassigned. And the channel only counts from the date it switched on for your property, with a rollout that ran into June. In [Dan Taylor's tests for MarTech](https://martech.org/how-ga4-records-traffic-from-perplexity-comet-and-chatgpt-atlas/), clicks from Perplexity's Comet browser often arrived as perplexity.ai / referral, which the default group files under Referral.

To see what the default channel catches:

1. Open Reports \> Acquisition \> [Traffic acquisition](https://support.google.com/analytics/answer/12923437) and find the AI Assistant row in the channel table.
2. Open the dimension drop-down above the table and pick Session source / medium.
3. Rows ending in ai-assistant are the sessions Google classified. Rows such as chatgpt.com / referral, chatgpt.com / (not set) and perplexity.ai / referral are AI traffic it didn't.

## How do you build a custom channel group for AI traffic?

A custom channel group closes those gaps, and Google says custom groups can be [applied to your reports retroactively](https://support.google.com/analytics/answer/13051316), so yours also sorts the months before May 2026. You need the Editor role or above. Standard properties get two custom channel groups and 360 properties get five, so check you have a slot free.

1. Go to Admin and, under Data display, click Channel groups.
2. Click Create new channel group. GA4 starts you with a copy of the default group. Give it a name such as Channels with AI.
3. Click Add new channel and call it AI assistants.
4. Click Add condition group, choose Source, choose matches regex and paste the regex below. Click Save channel.
5. Click Reorder, drag AI assistants above Referral and above the AI Assistant channel copied from the default, then click Apply. Traffic goes into the first channel it matches, from the top.
6. Click Save group.

`.*(^|\.)(chatgpt|chat\.openai|perplexity|gemini\.google|copilot|claude\.ai|deepseek|grok)(\.|$).*`

It's the same regex as in our AI visibility guide. [Regex in Google Analytics](https://support.google.com/analytics/answer/1034324) is full match and case sensitive by default, so the .\* at each end lets a term match anywhere in the source, and your own UTM tags should stay lowercase. The pattern checks the source and ignores the medium, as Blauer recommends, so chatgpt.com counts whether GA4 recorded it as ai-assistant, referral or (not set). The (^|\\.) and (\\.|$) around the terms keep each one to whole parts of a hostname, so notchatgpt.com stays out. Writing gemini\\.google, claude\\.ai and chat\\.openai keeps gemini.com and openai.com out too.

Google's help page example uses broad terms such as .\*gpt.\* and .\*gemini.\* that match unrelated sources. Ours covers the five assistants in this post, plus DeepSeek and Grok from Google's list. Copilot can still match an unrelated site, so scan the sources the channel catches. Leave the copied AI Assistant channel in place below yours as a tripwire. If it ever shows sessions, Google is recognizing an assistant your regex misses, and it's time to add a term.

### Apply it to your reports

Open Reports \> Acquisition \> Traffic acquisition, open the dimension drop-down above the table and pick your new group. It also works as a secondary dimension in reports such as Events, and in explorations and audiences.

You can also make it the property's primary channel group with the pencil icon in Admin \> Data display \> Channel groups. Google says that only changes data from then on. Selecting the group in a report is what reaches back in time.

## How do you see key events and revenue by AI source and landing page?

1. Click Explore in the left menu and choose the [Free form](https://support.google.com/analytics/answer/9327972) template.
2. Click the date range at the top of the Variables column. Explorations only go back as far as your [event data retention](https://support.google.com/analytics/answer/7667196) setting, 2 months by default and 14 at most on a standard property. For older months, use the Traffic acquisition report.
3. Click the plus next to Dimensions, select Session source, Landing page and your channel group, then click [Import](https://support.google.com/analytics/answer/7579450). Search for the group by the name you gave it and pick the session-level one.
4. Click the plus next to Metrics and import Sessions, Engaged sessions, Key events, Session key event rate and Total revenue.
5. In Tab settings, drag Session source into Rows, then Landing page under it, and the five metrics into Values.
6. Drag your channel group into Filters and set it to exactly match AI assistants.

You get a row for each assistant and landing page. Key events counts every event you've marked as key, so keep that list to outcomes such as signups, demo requests and purchases. You [mark them](https://support.google.com/analytics/answer/13128484) in Admin \> Data display \> Events with the star next to each event. If revenue lives in your billing system rather than GA4, judge AI traffic on key events here and on pipeline in your CRM.

For a store, this table shows which product and category pages assistants send buyers to. That's the list to work on with our [GEO for ecommerce guide](https://roasexpert.com/blog/geo-for-ecommerce).

## How should you handle UTM tags from AI assistants?

[OpenAI says ChatGPT automatically adds utm\_source=chatgpt.com](https://help.openai.com/en/articles/12627856-publishers-and-developers-faq) to the referral URLs in its search results, so ChatGPT is the easiest assistant to spot. [Google's docs](https://support.google.com/analytics/answer/11242870) say that when a URL has any UTM parameter, GA4 takes the traffic source from UTM parameters only, and a missing one shows as (not set). So utm\_source=chatgpt.com alone gives chatgpt.com / (not set), whatever the referrer was. No default rule matches that, so GA4 labels it [Unassigned](https://support.google.com/analytics/answer/9756891). Your source-based regex catches those sessions.

Test the tag on your own site. Add utm\_source=chatgpt.com to one of your URLs, open it, and check the tag is still in the address bar after any redirect.

## What can't GA4 see?

- No referrer and no tag. The visit lands in Direct, which Google defines as arriving through a saved link or a typed URL. Blauer calls this the biggest blind spot. In Taylor's November 2025 tests, visits from OpenAI's ChatGPT Atlas browser often showed as Direct and occasionally as (not set).
- Assistant apps. Links opened in an app's built-in browser often lose the referrer, and only a tag like ChatGPT's survives.
- Copy and paste, and brand searches. Someone who reads your name in an answer and types your URL arrives as Direct. Someone who searches your brand arrives as Organic Search. Neither visit is tied to the answer that caused it.
- AI Overviews and AI Mode. Google's GA4 docs count these clicks as Organic Search and keep them out of the AI Assistant channel. [Search Console](https://developers.google.com/search/docs/appearance/ai-features) folds them into the Performance report under the Web search type, so neither tool separates them from regular search clicks.

## Which signals show up before the clicks?

### Server logs for user-triggered fetchers

When someone asks an assistant a question, it may fetch your page live under its own user agent. Those requests hit your server, so look for them in server or CDN logs rather than GA4. Search for these tokens.

| Token | Sent by | Check IPs against |
| --- | --- | --- |
| ChatGPT-User | [OpenAI](https://developers.openai.com/api/docs/bots), for user actions in ChatGPT and custom GPTs | chatgpt-user.json |
| Perplexity-User | [Perplexity](https://docs.perplexity.ai/guides/bots), when answering a user's question | perplexity-user.json |
| Claude-User | [Anthropic](https://support.claude.com/en/articles/8896518-does-anthropic-crawl-data-from-the-web-and-how-can-site-owners-block-the-crawler), when a user asks Claude a question | Anthropic's bots.json |
| Google-Agent | [Google](https://developers.google.com/search/docs/crawling-indexing/google-user-triggered-fetchers), for agents acting on a user's request | user-triggered-agents.json |

Each linked page points to its IP list. Check a hit's IP against it before you count it, since a user agent is easy to fake. Then count hits per URL per week. More fetches of your pricing, docs or product pages means assistants are reading them to answer real prompts, though it doesn't tell you whether you were cited or clicked.

If a token never appears, check robots.txt for Claude-User, which Anthropic says honors it, and your CDN or firewall for the rest. OpenAI, Perplexity and Google all say robots.txt may not apply to fetches a user requested. Our [guide to what AI assistants need from your store](https://roasexpert.com/blog/agentic-commerce-what-ai-assistants-need-from-your-store) covers crawler access.

### Search Console's Generative AI performance report

Google's [Generative AI performance report](https://support.google.com/webmasters/answer/16984139) counts how many times links to your site were shown in AI Overviews and AI Mode, by page, country, device and date. Two results from your site in the same AI feature count as one impression. Impressions are its only metric, so there are no clicks or queries. Google says it reached all websites worldwide as of August 31, 2026, though the same help page, which links straight to the report, still says not every property has it yet. Pages gaining AI impressions are the ones to watch in your exploration.

### Bing Webmaster Tools' AI Performance report

Bing's [AI Performance report](https://blogs.bing.com/webmaster/February-2026/Introducing-AI-Performance-in-Bing-Webmaster-Tools-Public-Preview) launched in public preview on February 10, 2026. It counts citations of your pages in Microsoft Copilot, AI-generated summaries in Bing and select partner integrations. It shows total citations, average cited pages per day, citations per URL and grounding queries, the phrases the AI used to retrieve your content, which Bing shows as a sample. In June 2026 Bing [began rolling out Intents, Topics, Citation Share and Compare](https://blogs.bing.com/search/2026/6/New-AI-Visibility-Insights-in-Bing-Webmaster-Tools-Intents-Topics-Citation-Share-Compare/) in preview. Neither announcement lists click data. Read the grounding queries closely, since Google's report has none.

## Ask buyers where they heard about you

Self-reported attribution catches what no tool sees, such as the buyer who read your name in ChatGPT and typed your URL a week later. Add one optional field labeled "How did you hear about us" to your signup, demo and contact forms.

1. Offer a short pick list that includes "AI assistant (ChatGPT, Perplexity, Gemini, Claude, Copilot)" and "Other". A list is easy to count.
2. When someone picks AI assistant, show a free-text box asking which one and what they asked. That gets you the prompts buyers actually use, which are good material for your pages.
3. Save the answer on the contact record in your CRM so it stays with the deal.
4. Each month, compare the share of new deals that say AI assistant with the AI assistants channel's share of key events in GA4. A wide gap means GA4 is filing much of your AI influence under Direct and Organic Search.

## Can you report this in Data Studio or BigQuery?

Yes, with one catch. Looker Studio [went back to its original name, Data Studio, in April 2026](https://docs.cloud.google.com/data-studio/welcome), and lookerstudio.google.com redirects to the new domain. Its [GA4 connector](https://docs.cloud.google.com/data-studio/connect-to-google-analytics) can show any field in the GA4 Data API, and the Data API has [supported custom channel groups since May 2023](https://developers.google.com/analytics/devguides/reporting/data/v1/changelog). If your group doesn't appear, or you'd rather keep the rule in the report, add a calculated field to the data source with [CASE](https://docs.cloud.google.com/data-studio/case-searched) and [REGEXP\_MATCH](https://docs.cloud.google.com/data-studio/regexpmatch).

`CASE WHEN REGEXP_MATCH(Session source, r".*(^|\.)(chatgpt|chat\.openai|perplexity|gemini\.google|copilot|claude\.ai|deepseek|grok)(\.|$).*") THEN "AI assistants" ELSE "Other" END`

REGEXP\_MATCH is a full match, like GA4's regex, and the r prefix makes the pattern a [raw string](https://docs.cloud.google.com/data-studio/literals), so the backslashes work without extra escaping. BigQuery is the catch. Google's channel group help page says custom channel groups aren't in the BigQuery export schema, so if you work from raw events, apply the same regex in SQL.

## If you want help

Our [Agentic SEO audit](https://roasexpert.com/agentic-seo) costs $1,500, takes two to three weeks, and checks how findable and recommendable you are in ChatGPT, Google AI Mode, Gemini, Copilot and Perplexity. If you'd like a second pair of eyes on this tracking setup first, [book a 30-minute call](https://roasexpert.com/contact).

## Sources

- [What's new in Google Analytics, Analytics Help](https://support.google.com/analytics/answer/9164320)
- [Default channel group, Analytics Help](https://support.google.com/analytics/answer/9756891)
- [Custom channel groups, Analytics Help](https://support.google.com/analytics/answer/13051316)
- [About regular expressions (regex), Analytics Help](https://support.google.com/analytics/answer/1034324)
- [\[GA4\] Traffic acquisition report, Analytics Help](https://support.google.com/analytics/answer/12923437)
- [\[GA4\] Free-form exploration, Analytics Help](https://support.google.com/analytics/answer/9327972)
- [Get started with Explorations, Analytics Help](https://support.google.com/analytics/answer/7579450)
- [Data retention, Analytics Help](https://support.google.com/analytics/answer/7667196)
- [Mark events as key events, Analytics Help](https://support.google.com/analytics/answer/13128484)
- [Publishers and Developers FAQ, OpenAI Help Center](https://help.openai.com/en/articles/12627856-publishers-and-developers-faq)
- [Traffic-source dimensions, manual tagging, and auto-tagging, Analytics Help](https://support.google.com/analytics/answer/11242870)
- [Overview of OpenAI Crawlers, OpenAI](https://developers.openai.com/api/docs/bots)
- [Perplexity Crawlers, Perplexity](https://docs.perplexity.ai/guides/bots)
- [Does Anthropic crawl data from the web, and how can site owners block the crawler, Claude Help Center](https://support.claude.com/en/articles/8896518-does-anthropic-crawl-data-from-the-web-and-how-can-site-owners-block-the-crawler)
- [Google User-Triggered Fetchers, Google for Developers](https://developers.google.com/search/docs/crawling-indexing/google-user-triggered-fetchers)
- [AI features and your website, Google Search Central](https://developers.google.com/search/docs/appearance/ai-features)
- [Generative AI performance report (Search), Search Console Help](https://support.google.com/webmasters/answer/16984139)
- [Introducing AI Performance in Bing Webmaster Tools Public Preview, Bing Webmaster Blog](https://blogs.bing.com/webmaster/February-2026/Introducing-AI-Performance-in-Bing-Webmaster-Tools-Public-Preview)
- [New AI Visibility Insights in Bing Webmaster Tools: Intents, Topics, Citation Share, Compare, Bing Search Blog](https://blogs.bing.com/search/2026/6/New-AI-Visibility-Insights-in-Bing-Webmaster-Tools-Intents-Topics-Citation-Share-Compare/)
- [How To Track AI Traffic In GA4 Without Undercounting It, Search Engine Journal](https://www.searchenginejournal.com/ga4s-ai-assistant-channel-undercounts-your-ai-traffic-how-to-build-one-that-doesnt/580133/)
- [How GA4 records traffic from Perplexity Comet and ChatGPT Atlas, MarTech](https://martech.org/how-ga4-records-traffic-from-perplexity-comet-and-chatgpt-atlas/)
- [Welcome to Data Studio, Google Cloud Documentation](https://docs.cloud.google.com/data-studio/welcome)
- [Connect to Google Analytics, Data Studio, Google Cloud Documentation](https://docs.cloud.google.com/data-studio/connect-to-google-analytics)
- [CASE (Searched), Data Studio, Google Cloud Documentation](https://docs.cloud.google.com/data-studio/case-searched)
- [REGEXP\_MATCH, Data Studio, Google Cloud Documentation](https://docs.cloud.google.com/data-studio/regexpmatch)
- [Literals, Data Studio, Google Cloud Documentation](https://docs.cloud.google.com/data-studio/literals)
- [Changelog, Google Analytics Data API, Google for Developers](https://developers.google.com/analytics/devguides/reporting/data/v1/changelog)

Facts checked on 4 October 2026.

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  "alternateName" : "ROAS Experts",
  "name" : "ROAS Expert",
  "publisher" : {
    "@id" : "https://roasexpert.com/#org"
  },
  "url" : "https://roasexpert.com/"
}
```

```json
{
  "@context" : "https://schema.org",
  "@id" : "https://roasexpert.com/#rishabh",
  "@type" : "Person",
  "jobTitle" : "Founder",
  "name" : "Rishabh Gupta",
  "sameAs" : [ "https://www.linkedin.com/in/rishabh16/" ],
  "worksFor" : {
    "@id" : "https://roasexpert.com/#org"
  }
}
```