Analytics

Site Analytics has three tabs:

• LLM Referral Traffic: visits to your site from AI platforms, via Google Analytics 4.
• Branded Search: branded search impressions from Google Search Console.
• AI Crawlers: AI bots visiting your pages, via the Crawl Tracker.

The first two are downstream signals. They tell you whether your AI visibility is turning into visits and searches. The third is upstream: it tells you whether AI engines are reading your pages at all. Each tab loads only its own data, and each has its own link, so you can bookmark or share a specific tab.

Connecting your data

The first two tabs read from your Google account. Until the source a tab needs is connected, that tab shows a prompt to connect it.

To connect, go to Settings → Integrations and link Google Analytics:

• LLM Referral Traffic needs a GA4 property.
• Branded Search needs a Search Console site.

Each tab is independent. You can connect one source without the other.

LLM referral traffic

This section counts sessions that arrived from AI platforms — ChatGPT, Perplexity, Gemini, Claude, and Copilot.

At the top, summary cards show your total LLM sessions for the selected window, plus a per-source breakdown for the three largest sources.

Date range

Use the preset buttons (30d, 90d, 180d, 365d) or pick a custom start and end date and click Apply.

Sessions by source over time

The line chart plots sessions per platform across the window. Each platform is a separate line. Days with no traffic show as zero rather than being skipped, so the timeline stays continuous.

You can switch the chart between day, week, and month granularity using the buttons above it.

Page table

Below the chart, a table lists the top 20 pages receiving AI referral traffic, with:

• Sessions — total visits from AI platforms.
• Engaged — engaged sessions.
• Eng. Rate — engaged sessions as a percentage of total.
• Conversions — counted conversions on that page.

If no AI referral traffic is detected in the window, the section says so instead of showing an empty chart.

Branded search impressions

This section pulls branded query impressions from Google Search Console. Data is bucketed into whole weeks, so the date controls here offer presets only (30d, 90d, 180d, 365d) — an arbitrary from/to range would produce partial-week totals that look misleading.

Three summary cards show Total Impressions, Total Clicks, and Avg. Position for the window.

Comparing to a prior period

Tick Compare prior period to overlay the immediately preceding window of the same length. When enabled:

• Each summary card shows the percentage change versus the prior period, in green (up) or red (down). For Avg. Position, a lower number is treated as the improvement, since position 1 is better than position 10.
• The weekly impressions chart adds a dashed gray line for the prior period alongside the solid current line.

If no branded search data is found in the window, the section says so.

Reading these numbers together

LLM referral traffic and branded search impressions measure different points in the same funnel.

• Referral traffic is people who clicked through from an AI answer to your site.
• Branded impressions are people searching for your brand by name — often after encountering it in an AI answer or elsewhere.

Rising branded impressions with flat referral traffic can mean AI engines are mentioning you without linking you. If you want to see where engines cite you and your competitors, look at your Share of Voice and Prompt Library data.

AI crawler activity

The AI Crawlers tab lists visits from AI bots such as GPTBot and ClaudeBot, 20 at a time, with search and a status filter. It needs the Crawl Tracker, which is separate from Google Analytics, so it can show data even if Google isn't connected (and the other way round). See AI Crawlers for setup and how to read it.