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AI Referrals shows the website traffic your brand gets from AI platforms - connected directly to your Google Analytics 4 (GA4) property. While the rest of Peec AI tracks how often you’re mentioned or cited inside AI responses, AI Referrals tracks what happens next: whether that visibility actually turns into visits to your site and whether those visitors engage with your content. AI Referrals lives inside Agent Analytics, alongside Crawl Insights and Crawlability. The distinction between them: AI Referrals covers human visits arriving from AI Assistants; Crawl Insights covers bot activity.
AI Referrals combines Google Analytics 4’s native AI-assistant classification with Peec’s own regex-based detection, so referrals are captured even where GA4’s default grouping might miss them.

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Overview

The Overview tab gives you a quick snapshot of your AI-referred traffic, including which AI platforms are driving the most visits to your website.
  • KPI cards: Sessions, Conversions, Conversion rate, Engagement rate, Revenue.
  • AI traffic: A line chart broken out by AI assistant (ChatGPT, Copilot, Perplexity, Gemini, Claude, Deepseek, and others), with Daily/Weekly/Monthly granularity toggles and a metric selector.
  • Breakdowns: AI referrals metrics by source, landing page, country and device.
Conversions, Conversion rate, and Revenue only populate for accounts with the relevant GA4 setup - key events and/or e-commerce tracking configured. Without that, these fields will show as empty.

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Metrics

Sessions: A session is a visit to your website that begins when a user arrives and ends after 30 minutes of inactivity or at midnight. It can include multiple page views and events. In this report, only sessions where the visit is attributed to an AI assistant are counted. Session starts: A session_start event in GA4 is an automatic event, which signals the beginning of a user’s active visit on your website. This is another proxy for the referred visits and it is common for them to be showing somewhat different values. There are a number of reasons for this one of them being that sometimes GA4 registers a session but fails to log the start event. Conversions: A conversion is a key event. A key event in GA4 is a user interaction that you specifically define as important. This could be a purchase, a lead generation event like submitting a contact or sign-up form or even signing up for a newsletter. What will be counted as a conversion here depends on what you designate as a key event in your GA4 account. Conversion rate: Conversion rate is the percentage of sessions that have one or more conversions. In GA4, this is called the session key event rate. You must mark the event you want to track as a key event, otherwise this metric shows no data. Engagement rate: Engagement rate is the percentage of sessions that are engaged sessions. A session is considered an engaged session if one of these conditions is true:
  • The session lasts 10 seconds or more.
  • The session has one or more conversion events.
  • The session has two page views or more.
Avg. engagement time: Average engagement time is the average length of time that your website was in focus of the user’s browser. Revenue: Purchase revenue is the total revenue generated from completed transactions minus any refunds. A value is seen here is your GA4 property includes purchase revenue.

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Details

The Details tab breaks AI-referred traffic down further, in two parts: Channels and Landing pages.

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Channels

Shows where AI-driven traffic sits in the overall channel mix, and flags two channels that likely contain AI traffic Peec can’t measure:
  • AI Assistants: The AI-referred sessions shown throughout this feature.
  • Organic Search: Google AI Overviews and AI Mode results are classified as organic search by GA4, not as AI referral, so this channel likely contains AI-driven visits that don’t show up as “AI Assistants.”
  • Direct: Mobile AI apps, or links opened from an AI tool that don’t pass a referrer header, land here instead of under AI Assistants.
  • Paid Search: Traffic from ads on search engine sites, shown for comparison.

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Breakdown

A detailed breakdown of AI-referred traffic and engagement for each landing page. You will be able to toggle between URLs and Paths. Event page: this table view shows you only event-scoped occurrences and metrics i.e. Events, Session start, Conversions and if available Revenue. These map cleanly to individual host+path combinations. Session path: this table view shows you a mix of session-scoped and event-scoped occurrences and metrics i.e. Sessions, Session starts, Engagement rate, Avg. engagement time, Conversions, Conversion rate and Revenue. If you have a GA4 property spanning multiple subdomains or even domains that share the same path, you will see metrics available aggregated across those domains on path level, while when opening up the dropdown you will be able to see certain metrics broken down by the host. Why you might see metrics differ across these views? In the Event page breakdown the session start and other events including key events (conversions) and revenue are directly attributable to that URL. In the Session path breakdown the values you see are scoped to the page to which Google attributed the session. This means that e.g. a transaction may have taken place on another URL within the same session that is attributed to that landing page.
Use the Landing pages table to see which pages are turning AI visibility into visits, not just citations. Keep in mind that this represents the minimum amount of AI-driven traffic captured, as some AI referrals may not always be attributed to AI by Google Analytics.

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Settings

Manage the Google Analytics connection powering your AI referrals data.
  • Connection: The Google Analytics account, property, and web data stream this project reads from. Shows the connected Google account email, the GA4 property (with its account name), and the data stream (with its measurement ID).
  • Reauthentication: Invalidates the stored access and re-links the Google account, keeping the same property and stream.
  • Danger zone: Permanently deletes all AI referrals data and removes the integration.

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Connecting your data

To get started, navigate to AI Referrals and connect your Google Analytics account through Google OAuth. Then, select the GA4 property you want to connect. Peec AI supports one GA4 property per project. If you need to switch to a different property later, you can reconnect it from Settings.

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Tracked AI assistants

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Privacy policy

To find more about our privacy policy, go here: Privacy Policy for Peec AI