Lomen

Guide

How to see if ChatGPT sends visitors to your website

AI assistants can send visitors when someone clicks a link to your website. Google Analytics 4 has an AI Assistant channel for recognised sources. Some visits still appear as Direct when neither a referrer nor a source tag identifies them. Here is what you can measure, in GA4 or Lomen.

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In any analytics tool

Three things to check

AI visits can be identified by the assistant's site as the referrer or by a utm_source tag on the link. Checking both captures more identifiable visits. If neither signal is present, analytics cannot reliably identify the assistant.

1. Look at the referrer

Visits from perplexity.ai, claude.ai, gemini.google.com, copilot.microsoft.com and chatgpt.com carry the assistant's site as their referrer when the browser sends one.

2. Look at utm_source

Check whether a link includes an AI source tag, such as utm_source=chatgpt.com. This can identify a visit even when the referrer is missing. Not every link carries a tag; without either signal, the source can remain unknown.

3. Group them in one place

Put every assistant under one AI heading, so a growing share shows up as a trend instead of a handful of odd rows in your referrer list.

A filter you can paste

In Google Analytics 4, the AI Assistant default channel groups recognised AI sources. It excludes Google's AI Overviews and AI Mode, which are counted under Organic Search. To inspect individual sources, open Traffic acquisition, switch to Session source and filter using this regular expression. This identifies recorded sources, not visits whose source is missing. Google's default channel definitions

chatgpt|gemini|claude|perplexity|copilot|deepseek|grok|meta\.ai|mistral|openai
In Lomen

One card, nothing to set up

Lomen checks the referrer and utm_source and groups identifiable visits from ChatGPT, Gemini, Claude, Perplexity, Copilot, DeepSeek, Grok, Meta AI and Mistral on one card. Assistants with no detected visits remain listed. This does not mean they never recommend your website: someone may not click, or the visit may arrive without an identifying source.

Detected AI referrals

4 of 9 assistants send visitors here

  • ChatGPT1,640
  • Claude1,080
  • Perplexity620
  • Copilot60

No detected visits

  • Gemini
  • DeepSeek
  • Grok
  • Meta AI
  • Mistral
FAQ

Common questions

Some links from AI assistants provide a referrer or a utm_source tag, such as utm_source=chatgpt.com. When neither identifies the source, a visit can appear as Direct. GA4 already groups recognised AI sources in its AI Assistant channel; not every AI visit is Direct, and neither GA4 nor Lomen can recover a source that was not provided.

Any assistant that cites sources or shows links. Lomen recognises ChatGPT, Gemini, Claude, Perplexity, Copilot, DeepSeek, Grok, Meta AI and Mistral, by the referring site and by utm_source.

Make your pages useful, accurate and easy to access, and build genuine mentions on relevant websites. These are sensible foundations, not a guarantee of an AI recommendation. Referral analytics measure identifiable visits after someone clicks, not every mention or recommendation. No measured AI visits does not mean an assistant never recommends your website.

No. Assistants do not pass on the conversation, and no analytics tool can see it. What you can see is which assistant sent the visit, when, and which page on your site it landed on.

No. The script sets no cookies and never stores IP addresses. The assistant is read from the referrer and the utm_source of the visit itself.

Nothing during the beta, with no credit card. Paid plans come later, with planned pricing based on traffic from $8 a month.

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