AI search sends your best buyers. Can your analytics see them?
Sona captures the buyers ChatGPT, Claude, Perplexity, Google AI and other AI platforms send your site, through referrers, UTM tags and self-reported attribution, then follows them all the way to pipeline.
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OpenAI 
Anthropic 
Perplexity 
Google AI 
Microsoft Azure AI 
Meta Trusted by leading GTM teams of all sizes
Why Google Analytics undercounts AI traffic.
Your AI traffic is probably bigger than your reports say. Most of it is in your data already, just filed under the wrong channel.
App clicks land in Direct
ChatGPT, Meta AI and other mobile and desktop apps often open links without a referrer, so GA4 counts the visit as Direct.
No AI channel by default
GA4 has no built-in AI channel. The AI visits it does see are mixed into Referral next to every other website.
AI Mode looks like organic
Clicks from Google AI Mode, AI Overviews and Copilot in Bing come from the search engine's own domain, so they read as organic search.
Crawls are invisible
AI crawlers don't run your analytics tag, so GA4 never sees them. You can't tell which pages AI reads but never sends anyone to.
See how many people each AI platform sends you.
Sona's Referrals report charts the visitors AI platforms send to your site over time: OpenAI, Anthropic, Perplexity, Google AI (AI Overviews and AI Mode), Microsoft Azure AI (Copilot), Meta and more. Connect Google Analytics and every platform also shows the sessions, conversions and revenue it brought in. No custom channel groups, no regex filters.
- Referrals over time, by AI platform
- Change and last referral for every platform
- GA sessions, growth rate, conversions and revenue per platform
- New AI platforms added automatically as they appear
Know which pages AI sends people to, and what they convert.
The Pages report lists every page on your site with how often AI crawlers read it, how many people AI platforms referred to it, and, with Google Analytics connected, its sessions, conversions and revenue. Pages AI reads all the time but rarely sends anyone to stand out right away.
- People referred by AI, for every page
- AI crawls per page, split into indexing and training
- GA sessions, conversions and revenue per page
- Pages AI reads but rarely recommends
Follow AI-referred buyers all the way to pipeline.
Traffic is only the start. Define the moments that matter in a buyer's lifecycle, like a signup, an MQL or a subscription, and how Sona detects each one. Then see which buyers AI search sent you reach them.
- Milestones classified as Conversion, MQL or SQL
- Detected by the Sona Tracker from simple page rules, no development needed
- Or brought in from your own reports
- AI-referred buyers tracked to every milestone
Which AI engines send traffic, and how to spot it.
The referrer each AI engine leaves behind, and where its clicks usually end up in Google Analytics.
ChatGPT Perplexity Gemini Google AI Mode 
Copilot Claude Meta AI 
How does Sona track AI referral traffic?
Sona captures AI referrals three ways, so buyers your analytics misses still get counted. Referrals live in Agent Analytics, next to AI crawler activity.
How the Sona Tracker works →STEP 01
Install the Sona Tracker
Add Sona's first-party, cookieless tracking script to your site. Serve it from your own domain with a CNAME and ad blockers won't drop it.
STEP 02
Capture every AI referral
Sona picks up AI visits by referrer and UTM tags, and asks buyers how they found you, so AI that recommended you without a click still gets credit.
STEP 03
Follow them to pipeline
Define milestones like a signup, an MQL or an SQL, and see which AI-referred buyers reach them, by platform and by page.
AI referral traffic, answered
How AI search traffic shows up in your analytics, and how Sona counts it.
How do I see how much traffic ChatGPT sends to my website?
Look for sessions whose referrer is chatgpt.com or chat.openai.com, or whose utm_source is chatgpt.com. In GA4 that means building a custom channel group or an exploration filtered on those values. In Sona, ChatGPT referrals appear under OpenAI in the Agent Analytics Referrals report, next to every other AI platform.
What does Sona's AI referral report show?
The Referrals report charts referrals over time by AI platform. For each platform it shows referrals, change, when it last referred someone, and, with Google Analytics connected, GA sessions, growth rate, conversions, conversion rate and total revenue. The Pages report shows the same referrals for each page on your site.
Why does AI traffic show up as Direct in Google Analytics?
Many AI apps open links without passing a referrer, so the visit lands in GA4 with no source and is counted as Direct. GA4 also has no default AI channel, so the AI referrals it does see are mixed in with ordinary Referral traffic. Sona adds self-reported attribution, asking buyers how they found you, so those visits still get credited to AI.
Can Sona track buyers who found us through AI but never clicked a link?
Yes. Many buyers read an AI answer and come back later by typing your URL or searching your name. Sona's self-reported attribution captures them, so zero-click AI influence is counted alongside AI referrals.
Which AI engines send referral traffic?
The main sources are ChatGPT, Claude, Perplexity, Google's AI features, Microsoft's AI and Meta AI. Sona groups them by company: OpenAI, Anthropic, Perplexity, Google AI (AI Overviews and AI Mode), Microsoft Azure AI (Copilot), Meta and others, including DuckDuckGo AI and Brave Search. New AI platforms are added automatically.
Can I track Google AI Mode traffic separately from Google organic search?
Not reliably from the referrer alone. Clicks from Google AI Mode and AI Overviews come from google.com, the same as a normal search result, so analytics tools count them as organic search. In Sona, the AI Overviews and AI Mode referrals it can identify are reported under Google AI.
What is the difference between AI referral traffic and AI crawler traffic?
AI referral traffic is people clicking a link in an AI answer and visiting your site. AI crawler traffic is bots like GPTBot and ClaudeBot reading your pages to build those answers. Sona reports both in Agent Analytics, and its Pages report puts them side by side, so you can see which pages AI reads but rarely sends anyone to.
Can I see which AI-referred visitors become pipeline?
Yes. In Sona you define milestones, the key moments in a buyer's lifecycle such as a signup, an MQL or an SQL, and how each one is detected, for example a visit to your onboarding page. Sona then shows which buyers referred by AI search reach each milestone.
How do I set up AI referral tracking in Sona?
Install the Sona Tracker, Sona's first-party cookieless tracking script, on your site. Sona then captures AI referrals by referrer, UTM tags and self-reported attribution. Connect Google Analytics if you also want GA sessions, conversions and revenue next to each AI platform.
Can I try Sona's AI referral tracking for free?
Yes. Sona has a 14-day free trial with no credit card required.
Find out what AI search is really sending you.
Start a 14-day free trial and see your AI referral traffic by platform, page and milestone.
