# Traffic Analytics

Explore GA4 traffic attributed to recognized AI-related session sources, compare landing pages, and copy results.

Canonical: https://docs.equalai.io/ai-visibility/traffic-analytics
Markdown: https://docs.equalai.io/ai-visibility/traffic-analytics.md

Traffic Analytics measures visits to your website recorded in Google Analytics 4 (GA4). It answers a different question from prompt tracking: which recognized AI-related sources sent measurable traffic, rather than which models mentioned your brand.

## Before you begin

Open **AI Visibility → Traffic Analytics** in the correct project. The page heading is **AI Traffic Analytics**. A workspace administrator must connect a Google account and choose that project's GA4 property. Follow [Connect Google Analytics](https://docs.equalai.io/integrations/google-analytics) if you see **Connect Analytics** or **Select Property** instead of charts.

GA4 must already collect data for the website. A working connection does not guarantee that GA4 has recorded AI referrals.

![Traffic Analytics showing Connect Analytics rather than charts because Google Analytics is not connected](https://docs.equalai.io/images/guides/traffic.webp)

*EarlySEO before Google Analytics is connected. **1.** Connect Analytics setup state. **2.** Start Google Analytics connection. If you see this screen, follow the connection guide before looking for the dashboard controls below; it is not a zero-traffic result.*

## Read the dashboard

1. Choose **Last 7 days**, **Last 30 days**, or **Last 90 days** under **Date range**. The default is 30 days.
2. Leave **Source** on **All Sources**, or select a returned source to narrow the report.
3. Choose **Sessions**, **Users**, **Conversions**, or **Conv. Rate** for the chart. Use **Day**, **Week**, or **Month** to change its grouping.
4. Compare **Top AI Sources Table** with **Top Landing Pages** to identify sources and entry pages worth investigating.

| Metric | Meaning |
| --- | --- |
| AI Sessions | GA4 sessions attributed to the matching session sources. |
| AI Users | GA4 user counts returned for those sources. Sums across source rows or daily buckets are not a deduplicated count of people across the whole period. |
| Conversions | The GA4 conversions metric for the matching traffic. It can contain multiple conversions per session. |
| Conversion Rate | Conversions divided by sessions, multiplied by 100. Zero sessions produces 0%; this is not a percentage of uniquely converting people. |
| Share | A source's session share, even when another chart metric is selected. |

**Conversion Settings** opens Project Settings. The report currently uses GA4's conversions metric; selecting event names there does not filter this report to those events.

## What counts as AI traffic?

EqualAI matches GA4 session-source text against recognized names, including ChatGPT/OpenAI, Perplexity, Gemini/Bard, Claude/Anthropic, Copilot, You.com, and Phind. This is attribution by source name, not a record of every visit influenced by AI. Visits with missing referrers or different source labels may not appear. Matching a source also does not establish a citation, model training, or crawler visit.

The source request returns up to 50 source/medium rows. Landing-page data returns up to 25 rows. These bounded reports are not an unlimited export of your GA4 property.

## Review and copy landing pages

Use **Sessions**, **Users**, or **Path** to sort **Top Landing Pages**, then move through its 10-row pages. **Export** copies CSV to your clipboard; it does not download a file. Paste it into a spreadsheet or text editor. The CSV contains the returned landing-page rows in the current sort order, not just the visible page, with landing page, sessions, and users.

**Annotations** shows available project annotations alongside the chart; it does not change the measurements.

## Freshness and troubleshooting

- **Data through** identifies the latest date in the returned series. Its age describes this report's data, not a guaranteed GA4 processing delay.
- Reports can be reused from a four-hour cache for the same property, range, and source. Reloading is not a guaranteed live refresh.
- For an empty chart, verify the property and selected source, try a wider range, and check whether GA4 itself has matching source traffic. Do not interpret missing attribution as proof that no AI-influenced visits occurred.
- For permission or connection errors, ask an administrator to reconnect with an account that can access the property.
- Use **Change property** to select another accessible property. Subsequent reports use that property; this does not merge properties.
- **Disconnect** stops this project's GA4 connection. See [disconnect consequences](https://docs.equalai.io/integrations/google-analytics#disconnect-or-change-property) before using it.

For crawler requests rather than human sessions, use [AI Agents](https://docs.equalai.io/ai-visibility/ai-agents).