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Use this guide when you want to confirm whether traffic from AI engines leads to purchases, sign-ups, inquiries, or other key conversions in GA4. The report uses Session source / medium as the traffic source dimension, then compares it with conversion and revenue metrics.
Select the GA4 property for your own website or service. Any screenshots or property names shared by Anymorph are examples only.
GA4 home with the property selector visible

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Before You Start

Make sure the following items are already configured in GA4:
  • Purchase or conversion events are being collected.
  • The events you care about are marked as key events.
  • Ecommerce tracking is configured if you want to use Purchase revenue.
If Purchase revenue is empty or always 0, the ecommerce purchase event may not be implemented correctly yet.

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Build the Exploration

1

Open Explore

In GA4, open the property for your website or service, then click Explore in the left sidebar.
GA4 Explore menu
2

Create a blank exploration

Under Start a new exploration, choose Blank. This opens a Free form exploration.
Blank exploration template
New Free form exploration screen
3

Add the traffic source dimension

In the Variables panel, click + next to Dimensions. Search for Session source / medium, select it, and click Confirm.
Add dimension dialog in GA4 Explore
Search result for Session source slash medium dimension
Session source slash medium added to dimensions
4

Add metrics

In the Variables panel, click + next to Metrics. Add Sessions, Total users, Key events, Session key event rate, and Purchase revenue.
Add metric dialog in GA4 Explore
Search result for Sessions metric
Sessions metric selected
Search result for Key events metric
Search result for Session key event rate metric
Search result for Purchase revenue metric
Search result for Total users metric
Selected metrics added to the Variables panel
5

Configure rows and values

Add Session source / medium to Rows. Add all selected metrics to Values.
Rows and Values configured in GA4 Explore

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Filter for AI Engine Sources

Add Session source / medium or Session source to Filters, then use a contains condition for the AI engine source you want to inspect. Common AI engine sources include:
GA4 Explore can be awkward for broad OR conditions. If you need to review all AI engines together, use one of these approaches:
  1. Build the Session source / medium table first, then search or filter each engine source individually.
  2. If you use Looker Studio or BigQuery export, combine the source list with a regex or contains condition there.
GA4 Explore table before applying AI engine source filters

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Read the Results

Use these metrics together. For example, a source with fewer sessions but a higher Session key event rate may be more commercially valuable than a source with more visits and no conversions.
If a user goes from an AI engine to an Anymorph GEO page and then to your main website, your main website’s GA4 property may not preserve the original AI engine as the session source. To measure that handoff by engine, pass the original AI source through outbound CTA UTMs.
Example UTM structure:

Performance

Review traffic and conversion performance in Anymorph.

Integrations

Connect GA4 and other measurement tools.