How to track LLM traffic in GA4

Search is no longer just Google, Bing, and social feeds. Users are increasingly turning to AI assistants like ChatGPT, Claude, Google Gemini, and Copilot to find answers, plan purchases (and soon, actually purchase), and discover businesses.

That means if you’re not tracking traffic coming from LLMs (Large Language Models), you’re already behind.

LLMs are becoming a major discovery channel, and brands who understand how people find and engage with them through AI tools will have a massive competitive advantage.

Why track LLM traffic?

Knowing how users arrive from AI tools helps you:

See how often your brand/content is being recommended by AI
Understand what content gets discovered via LLMs (your SEO team will love you!)
Attribute leads + conversions to AI-influenced sessions
Spot patterns in user behaviour vs. search/social traffic
Build a strategy to improve visibility in LLM responses

Think of it like early SEO, the sooner you get measurement in place, the stronger your long term advantage.

Get these right, and you’ll see faster conversions, stronger engagement and campaigns that effect your bottom line.

Step-by-step: Create an “LLM Traffic” channel group in GA4

This takes just a few minutes, and can help future proof your reporting.

1. Go to GA4 admin

Bottom-left ⚙️ → Admin

2. Choose data settings → Channel Groups

3. Click ‘Create new channel group’

You can name it whatever you like, we’ve gone with: Default Channel Group + AI / LLM Traffic

4. Add a new channel for LLM traffic

Choose to match at least ONE ‘Source’ and ‘partially match regex. We’ve used the following, but any variation of this will work:

5. Move it above ‘Referral’

This is important so GA4 counts these sessions correctly.

6. Save and publish

Your tracking is now live and GA4 will begin classifying future traffic under your new AI / LLM Traffic channel.

What happens next?

From here, you can pop into GA4 and view:

Volume of LLM-influenced sessions
Engagement metrics
Conversions driven by AI tools
Revenue from AI chatbots
Landing pages most frequently discovered by LLMs
Which LLMs send you the most traffic

This is powerful insight into how you’re being surfaced, even if your traditional SEO data doesn’t show it yet.

Want deeper insights?

Once you know you’re actually getting LLM traffic, the next step is understanding it and capitalising on it.

Inside GA4, you can build Explorations that reveal:

What content AI tools prefer
How LLM users behave vs. organic search
Which journeys lead to conversion

But building these models takes time and a strategy behind them is what turns insight into revenue.

Let’s make your brand LLM-ready

At Connective3, our data and analytics team help brands:

Track LLM traffic
Understand AI-driven demand
Build content that ranks in LLM answers
Measure and optimise brand presence in AI search

If you want to stay ahead of the curve and own your LLM visibility, get in touch and we’ll help you build the analytics and strategy to dominate AI discovery.

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C3 & Meta: Beyond Performance

Stay ahead of the curve: How to track LLM traffic in GA4

Why track LLM traffic?