AI referral traffic
AI referral traffic is visits to your website from people clicking links in AI assistants such as ChatGPT, Perplexity, Gemini, Copilot or Claude.
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What AI referral traffic means
In analytics, these visits usually appear as referrals from domains like chatgpt.com, perplexity.ai, gemini.google.com, copilot.microsoft.com or claude.ai, sometimes with a utm_source parameter. Some arrive without a referrer and land in Direct. Clicks from Google's AI Overviews and AI Mode are counted as normal Google organic traffic.
It is still a small share of most sites' traffic, but it often converts well because the visitor has already had the product recommended in context.