TL;DR — Yes, and you can prove it. Go to Analytics > Referrer Analytics to see total AI sessions by platform, then cross-reference with Analytics > Page Performance filtered by AI source to identify which URLs are actually receiving those visits. Check bounce rate and pages/session to gauge traffic quality, and overlay Strategy > Google Search Console organic clicks to confirm AI traffic is additive. Pro tip: connect GA4 to capture ChatGPT sessions that don’t pass referrer headers — without it, you’re undercounting your fastest-growing channel by 3-5x.
The Question
“Is AI visibility actually driving traffic to my website?”AI mentions and source citations matter, but the downstream question is always the same: are those mentions translating into real visitors? Referrer Analytics captures sessions that arrive via AI platforms and breaks them down by provider, page, and behavioral quality — giving you a direct line between your GEO efforts and measurable website impact. This is the bridge between brand presence data and business data. It is also the most common metric executives ask for in quarterly reviews. You might also be wondering:
- “Which AI platform sends me the most traffic — ChatGPT, Perplexity, or Gemini?”
- “Which pages on my site are receiving the most AI-driven sessions?”
- “How does the quality of AI traffic compare to organic search traffic?”
Where to Go in Qwairy
Start here: Analytics > Referrer Analytics
Navigate to Analytics > Referrer Analytics — this is your primary view for AI-driven traffic.
Focus on the AI Sessions card at the top, which shows the total volume of sessions Qwairy has detected arriving from AI platforms over your selected period.
Below it, the AI Referrer breakdown table lists each platform (ChatGPT, Perplexity, Claude, Copilot, Gemini) with sessions, bounce rate, and pages per session — the three signals that tell you whether this traffic is engaged.
Go deeper: Analytics > Page Performance
Cross-reference with Analytics > Page Performance.
This view shows, for each URL on your site, how many AI-driven sessions landed on that page. It answers which content is acting as the actual entry point from AI platforms — and which pages are invisible to AI traffic despite being well-optimized for search.
Use the Source filter set to “AI” to isolate only AI-referred sessions in the table.
Go deeper: Strategy > Google Search Console
Open Strategy > Google Search Console and compare your organic traffic curves against the AI traffic curves from Referrer Analytics.
Look for the period when you invested in GEO content — if AI traffic grew while organic stayed flat, the delta is attributable to your AI optimization work. If both grew together, content quality improvements are likely driving both channels.
Complete the picture: GA4 Integration + Looker Studio
Connect your GA4 property under workspace settings and link the Looker Studio referrer-analytics data source for:
- Session-level data enriched with GA4 goal completions and revenue attribution
- Trend charts comparing AI sessions, organic sessions, and direct traffic on the same timeline
- Calculated fields for AI traffic share (AI sessions / total sessions) updated daily
What to Look For
AI Referrer Table — Analytics > Referrer Analytics
The referrer table aggregates every session Qwairy has detected arriving from an AI platform. Detection uses a combination of HTTP referrer headers and UTM signals — Perplexity and Copilot pass referrers consistently, while ChatGPT traffic requires GA4 integration for complete coverage.| Element | What it tells you |
|---|---|
| AI Sessions (total) | Absolute volume of AI-referred visits over the period — your headline impact metric |
| Bounce rate per platform | Whether visitors from that AI platform engage with your content or leave immediately |
| Pages / session | Depth of engagement — higher values indicate visitors are exploring beyond the landing page |
| Session trend sparkline | Whether AI traffic is growing, flat, or declining compared to the previous equivalent period |
| Share of AI traffic by platform | Which provider is responsible for the majority of your AI-driven visits |
Page Performance — AI Traffic by URL
The Page Performance view answers which pages are actually the recipients of AI-driven traffic. A page that is frequently cited in AI answers should also appear near the top of this list. When a page is cited often but receives no traffic, the citation is likely a name-only mention without a clickable link — a signal that your Source Citation Visibility needs attention on that page.| Element | What it tells you |
|---|---|
| AI sessions per page | Absolute inbound volume for each URL from AI platforms |
| Citation count (linked) | How many times that URL was cited with a live link in an AI response |
| Gap: cited but no traffic | Pages cited frequently without corresponding traffic — likely unlinked mentions |
GSC Organic vs AI Traffic Comparison
By placing organic click data from GSC alongside AI session data from Referrer Analytics, you can establish whether your GEO investment is opening a new channel or cannibalizing existing organic intent.Pro Tip: Combine Referrer Analytics AI sessions with GSC organic clicks per URL in a Looker Studio report. Pages where AI traffic is growing faster than organic clicks are your highest-value GEO assets — they attract intent that search engines have not fully indexed yet.
Filters That Help
| Filter | How to use it for this question |
|---|---|
| Provider | Isolate a single AI platform to confirm whether traffic growth is broad or platform-specific |
| Period | Use 30d vs 90d to separate recent spikes from durable trends — a single viral mention inflates 30d but normalizes at 90d |
| Topic / Tag | Filter Page Performance to a topic cluster to confirm which content pillar is generating the most AI traffic |
How to Interpret the Results
Good result
AI sessions represent at least 3–5% of total organic-equivalent traffic, growing month-over-month. Bounce rate from AI platforms is below 65% and pages/session is above 1.8, indicating engaged visitors. Page Performance shows a clear alignment: pages cited most frequently in AI answers also appear at the top of the AI traffic table. GSC organic traffic is stable or growing alongside AI traffic — both channels are complementary.Needs attention
AI sessions are negligible (under 100/month) despite having a Brand Mention Visibility above 30%. This gap between visibility and traffic almost always means your citations are name-only — AI models mention your brand but do not link to your domain. Cross-check Source Citation Visibility in the Performance Dashboard. Alternatively, AI sessions may be high but bounce rate is above 85%, which signals a landing page mismatch between what the AI described and what visitors found.Example
Scenario: You run a B2B software company. Your Brand Mention Visibility in Qwairy has grown from 18% to 34% over the past quarter, and you want to prove that this translated into real traffic before your next board meeting.
- Open Analytics > Referrer Analytics and set the period to the last 90 days. AI Sessions total 1,240. Perplexity accounts for 680 of those sessions (55%), with a bounce rate of 52% and 2.4 pages/session — high engagement. ChatGPT accounts for only 89 sessions, but GA4 is not yet connected, so the figure is likely undercounted.
- Open Analytics > Page Performance and filter by Source: AI. Your
/blog/roi-of-ai-searchpage received 410 AI-driven sessions, followed by your homepage (290) and your/pricingpage (180). The pricing page has a 71% bounce rate from AI traffic — worth investigating with a landing page test. - Open Strategy > Google Search Console and overlay organic clicks for the same period. Organic clicks on
/blog/roi-of-ai-searchgrew 8% while AI sessions to the same page grew 340% — clear evidence that AI visibility is opening a channel independent of traditional search.
Go Further
Referrer Analytics feature guide
Read the Referrer Analytics documentation to understand how Qwairy detects and attributes AI-driven traffic
AI traffic dashboard
Build an AI traffic attribution dashboard in Looker Studio using the performance-overview data source
Pull traffic data into your BI
Use the performance endpoint to programmatically pull AI traffic data into your existing BI tools
Related Questions
How much traffic am I getting from each AI platform?
Break down your AI-driven sessions by ChatGPT, Perplexity, Claude, Copilot, and Gemini
Which of my pages receive the most AI-driven traffic?
Identify the specific URLs that are your top AI traffic entry points
What KPIs should I track to measure GEO success?
Go beyond traffic and build a complete GEO measurement framework
How do I calculate the ROI of my GEO efforts?
Assign a monetary value to your AI visibility and compare it to traditional SEO investment