How to see AI traffic in GA4
AI chatbots are becoming a new discovery channel. When someone asks ChatGPT for recommendations about SEO agencies or web development services, and it mentions your company with a link, that’s fundamentally different from a traditional referral. It’s more like organic search—users are actively seeking information, and AI is surfacing your content as a relevant answer. This new type of AI visibility is becoming more important for businesses to be aware of.
By separating AI traffic into its own channel, you can:
- Track the growth of this emerging traffic source
- Understand which AI platforms drive the most engaged visitors
- Measure conversions from AI-referred traffic separately
- Make informed decisions about optimizing for AI discovery
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Analyze your site’s user experience (UX)
Search engines have evolved to prioritize user satisfaction signals, making traditional UX metrics such as page load speed, mobile responsiveness, and content accessibility direct ranking factors. When users find pages easy to navigate, engaging, and valuable, they spend more time on site, interact with content, and return for future visits – behaviors that search engines interpret as quality indicators.
Improving your site’s UX typically translates to measurable gains in organic search performance.
Here are a few things you can review to assess how effectively users are using your site:
Analytics
- Check bounce rates
- Review session duration
- Compare mobile vs desktop performance
- Identify the most common exit pages
Technical performance
- Run a PageSpeed insights report
- Verify that all forms and links are working properly
- Check Core Web Vitals in Search Console
Accessibility
- Test keyboard navigation
- Verify color contrast rations
- Review alt text
By systematically reviewing your analytics data, technical performance, and accessibility features, you can identify areas where enhanced usability will simultaneously boost user satisfaction and organic search rankings. Regular assessment using these methods ensures your site continues to serve both audiences effectively, creating sustainable competitive advantages in an increasingly user-focused digital landscape.
We offer both complimentary consultations and detailed website audits to help you identify high-impact improvements. A comprehensive paid audit provides detailed technical analysis, competitor benchmarking, and a prioritized roadmap for UX/SEO improvements. Interested in learning what we’d find on your site?
Contact us at seo@pilotdigital.com to schedule a free consultation so we can learn about your website goals.
