How to see which pages get visits from ChatGPT

· Edited by Chris Dolan

To see which of your pages get visits from ChatGPT, open Google Analytics, go to the Traffic acquisition report, and look for the AI Assistant channel or a source containing chatgpt. Add the landing page as a second dimension and you have the list of pages. Every step below was checked against Google's and OpenAI's own help pages on 9 October 2026.

Two limits apply from the start. Analytics counts clicks, so an answer that names your business without sending a visitor never appears in these reports. And a click that arrives with no referrer is not counted as ChatGPT at all.

What a visit from ChatGPT looks like

A visit is recognized by where it says it came from. OpenAI's FAQ for publishers and developers says: “ChatGPT automatically includes the UTM parameter utm_source=chatgpt.com in referral URLs”. OpenAI describes this for links shown in ChatGPT search results, for publishers who allow its search crawler, OAI-SearchBot. It does not say that every click from every ChatGPT surface carries the tag.

When neither a tag nor a referrer arrives, analytics has nothing to go on. Google's page on campaigns and traffic sources says a session is “processed as direct traffic when no information about the referral source is available”. Some ChatGPT visits therefore sit, unlabeled, in Direct.

Find ChatGPT visits in Google Analytics

Google added a channel for this on 13 May 2026. Its release notes announce “a new AI Assistant channel in your Default Channel Group reports”, together with a new medium value, ai-assistant. The default channel group page gives the rule: the medium is set “if the referrer matches a list of AI Assistants.” Between them the two pages name ChatGPT, Gemini, Claude, Deepseek, Copilot and Grok as examples.

  1. Sign in to Google Analytics and open Reports. Then, in Google's words, “select Acquisition > Traffic acquisition” (Traffic acquisition report).
  2. Find the AI Assistant row in the table. That row is every assistant Google recognizes, added together.
  3. To separate ChatGPT from the others, change the primary dimension to Session source / medium and type chatgpt into the search bar above the table.
  4. Note the date range. The channel was introduced on 13 May 2026, and Google's pages do not say whether earlier visits were re-labeled, so treat any comparison that crosses that date with care.

See which pages those visits land on

Google documents two routes to the page list, and both give the same answer from different directions (Landing page report).

  • Start from the pages. Google's instruction is: “Use the Landing page report and add the secondary dimension” Session source / medium. Each landing page is then split by where its visitors came from, and the search bar narrows the table to chatgpt.
  • Start from the source. In the Traffic acquisition report, set the primary dimension to Session source / medium and add the secondary dimension Landing page + query string. Each ChatGPT source row then lists the pages it sent people to.

The second route keeps the query string, so a tagged address appears with its utm_source=chatgpt.com ending. That is a useful check that the visit is the kind OpenAI describes.

What the numbers leave out

  • Clicks with no referrer. They are counted as Direct, as described above, and cannot be recovered afterwards.
  • Google's own AI results. The default channel group page says AI Overviews and AI Mode are counted as Organic Search, not as AI Assistant. Google reports its own search results in Search Console, and our guide to setting up Search Console covers getting access.
  • Answers that send nobody. A page can be quoted or named in an answer many times and receive no visit. Analytics is silent about that.
  • Assistants Google does not list. Google gives examples of the assistants it matches, not the full list, so the AI Assistant row cannot be promised to include any tool that is not named.

If you do not use Google Analytics

Other analytics tools have added the same kind of grouping, each with its own list of assistants.

  • Microsoft Clarity. Its filters documentation, last updated on 21 May 2026, lists AIPlatform and PaidAIPlatform among the values of the Channel filter, next to Organic Search, Direct, Social, Referral and Email.
  • Matomo. Its help center describes an AI Assistants report under Acquisition, built from recognized referrer domains such as chatgpt.com. It states the same limit as Google: “AI assistant referrals can only be attributed when referrer information is available.”

The lists differ from tool to tool, so the same site can show different totals in each. Compare a tool with itself over time, not one tool with another.

Reading small numbers sensibly

For most sites these are small numbers: a handful of visits to a handful of pages. Three habits keep them useful.

  • Look at a month, not a day. One person opening a link twice can double a daily figure.
  • Read pages, not totals. The page list shows which subjects people asked an assistant about before they arrived, and a total hides that.
  • Keep visits and visibility apart. A visit shows that somebody clicked. Whether an assistant names or cites your business when nobody clicks is a different question, and our guide to what AI search shows about your business explains how that is measured.

Sources

All eight were read on 9 October 2026.

  1. Publishers and developers FAQ, OpenAI Help Center (the page shows only a relative date).
  2. Campaigns and traffic sources, Google Analytics Help.
  3. What's new in Google Analytics, Google Analytics Help, entry of 13 May 2026.
  4. Default channel group, Google Analytics Help.
  5. Traffic acquisition report, Google Analytics Help.
  6. Landing page report, Google Analytics Help.
  7. Filters overview, Microsoft Clarity documentation, last updated 21 May 2026.
  8. What are AI Assistants in Matomo?, Matomo help center.