AI traffic

See whether your AI visibility is actually sending real visitors to your site, via connected GA4 data.

2 minute read · Last reviewed: August 14, 2026

Visibility tells you whether AI assistants are naming your brand. AI traffic tells you whether that visibility is actually sending real people to your website. They're related, but they're not the same measurement, and the Traffic page is where you check the second one.

Traffic page

The Traffic page shows real visits arriving at your site from AI assistants, sourced through your connected Google Analytics 4 (GA4) property. It separates two things:

Confirmed AI referrals: visits GA4 can directly attribute to an AI assistant as the referring source.
Suspected AI in Direct: some AI-driven traffic doesn't carry a clean referrer and lands in GA4 as generic "Direct" traffic instead. Rather than guess at an exact number here, this is shown as a range, since it's an estimate, not a confirmed count.

Connecting your GA4 property is what powers this page, so if you haven't connected GA4 yet, that's the first step.

You see the visits AI assistants are actually sending you, with confirmed referrals counted exactly and the referrer-less share shown honestly as a range.

Market Traffic page

The separate Market Traffic page compares estimated website traffic across your brand and your tracked competitors, alongside the AI-visibility comparison you already see elsewhere in the dashboard.