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How to Spot and Stop AI Traffic Skewing Your GA4 Data
How to Filter Out AI Traffic in GA4
AI tools like ChatGPT, Google Gemini and Perplexity are fast becoming part of how people discover websites. Instead of searching Google directly, users are asking AI tools questions – and sometimes, those tools recommend your site.
Here’s the catch: GA4 doesn’t yet have a neat “AI traffic” channel. If you don’t filter it out (or isolate it), AI referrals get lumped into referrals or organic search, making it difficult to measure the impact.
But there’s a workaround. In this episode, I’ll show you how to create a custom segment in GA4 to track traffic coming from AI tools.
Step 1: Open GA4 Explorations
Step 2: Build a Segment for AI Tools
(chatgpt|openai|anthropic|deepseek|grok).com|(gemini|bard).google.com|(perplexity|claude).ai|(copilot.microsoft|edgeservices.bing).com|edge\scopilot
This regex captures traffic from:
Step 3: Create Two Segments
For the most useful insights, create both:
Step 4: Analyse the Behaviour
Once applied, you can compare:
Why This Matters
It’s a whole new channel of discovery that didn’t exist two years ago. Your attribution models don’t yet account for AI referrals – but with this setup, you can start measuring it today and stay ahead of the curve.
Want help setting this up or interpreting the results? Get in touch with our team at Aston Digital.
View all episodes
By Daniel MartinHow to Filter Out AI Traffic in GA4
AI tools like ChatGPT, Google Gemini and Perplexity are fast becoming part of how people discover websites. Instead of searching Google directly, users are asking AI tools questions – and sometimes, those tools recommend your site.
Here’s the catch: GA4 doesn’t yet have a neat “AI traffic” channel. If you don’t filter it out (or isolate it), AI referrals get lumped into referrals or organic search, making it difficult to measure the impact.
But there’s a workaround. In this episode, I’ll show you how to create a custom segment in GA4 to track traffic coming from AI tools.
Step 1: Open GA4 Explorations
Step 2: Build a Segment for AI Tools
(chatgpt|openai|anthropic|deepseek|grok).com|(gemini|bard).google.com|(perplexity|claude).ai|(copilot.microsoft|edgeservices.bing).com|edge\scopilot
This regex captures traffic from:
Step 3: Create Two Segments
For the most useful insights, create both:
Step 4: Analyse the Behaviour
Once applied, you can compare:
Why This Matters
It’s a whole new channel of discovery that didn’t exist two years ago. Your attribution models don’t yet account for AI referrals – but with this setup, you can start measuring it today and stay ahead of the curve.
Want help setting this up or interpreting the results? Get in touch with our team at Aston Digital.