Skip to main content
Getting cited by ChatGPT or Perplexity is half of GEO. The other half is whether the person reading that answer comes to your site and does something. Visitors from AI engines have already had their question answered once, so they arrive knowing what they want. Small session counts often convert far better than search traffic. Judged on volume alone, they are easy to underrate. This guide covers both halves: seeing AI referral traffic inside Anymorph, and digging into AI-engine sessions and conversions in GA4 itself.

​
1. In Anymorph

The AI referral traffic card at the top of Performance is where this lives.
The numbered areas are explained on the Performance page.
  • The big number — AI referral sessions over the selected period, with the change against the previous window of the same length.
  • The dashed line — ChatGPT referral sessions on their own. Hovering the chart shows a per-engine breakdown plus Total.
  • Avg daily sessions — total sessions divided by days in the period. A plain average, not a median.
  • AI referral users — people rather than sessions, with its own change figure.
  • Top source — the engine sending the most, and its share.

​
What the card needs

1

Connect Google Analytics 4

Go to Settings → Integrations → Google Analytics 4 (“Traffic, AI referrals, and page performance”) → Connect, then sign in with Google and allow the permissions.
2

Choose the property

Click the connected row and pick your property under Connected properties → Analytics (GA4). Saving shows “GA property updated”. Until you pick one, the card shows No GA4 property selected yet with a Go to settings link.
Without a GA4 connection the card does not appear at all. Nothing else on the page is affected.
On Overview, “AI traffic to Anymorph content” and “Overall AI referrals” are different populations. The first counts pageviews on the pages Anymorph published; the second is GA4’s view of AI referrals anywhere on your site. They are supposed to differ.

​
Tag the generated pages too

Anymorph serves the pages it writes, so the tags on your own site do not follow them. In Custom scripts, paste your GA4 measurement ID (starts with G-) or your Google Tag Manager container ID (starts with GTM-), and Anymorph injects that tag into every generated page. Meta Pixel and HubSpot work the same way. Do this and your GEO pages are measured in GA4 on the same footing as the rest of your site.

​
2. In GA4

The Anymorph card tells you how many arrived. What they did afterwards is best read in GA4, where your conversion events are defined.

​
Before you start

  • Purchase, sign-up or inquiry events must actually be collected.
  • Those events must be marked as key events in GA4.
  • For revenue you need the ecommerce purchase event implemented. If Purchase revenue is always zero, that implementation is usually what’s missing.

​
How AI engines appear as a source

Traffic from an AI engine normally records that service’s domain as the session source. The values you will see most: The list changes as the services do, so skim your own source list in GA4 to confirm what actually shows up for you.

​
Build the exploration

1

Open Explore

In GA4, open your property and click Explore in the left sidebar. Under Start a new exploration, choose Blank to open a Free form report.
2

Add the dimension

In the Variables panel, click + next to Dimensions and add Session source / medium. Adding Session source as well makes engine-only filtering easier.
3

Add the metrics

The same way, add Sessions, Total users, Key events, Session key event rate and Purchase revenue under Metrics.
4

Lay out rows and values

Put Session source / medium in Rows and every metric in Values. Even without a filter, this table already tells you which sources convert.
5

Filter to AI engines

Add Session source to Filters with a contains condition, such as chatgpt. Explore is awkward at combining many OR conditions, so in practice it is faster to switch the value one engine at a time, or just search the table.
Save the same condition as a segment and you can reuse it. Create a session segment where Session source contains any of the values above, and your “AI engine traffic” segment can be dropped into any other exploration.

​
Reading the table

Do not judge on sessions alone. A source with few visits but a high key event rate is often worth more than a high-volume source that converts nothing.
When someone goes from an AI engine to an Anymorph GEO page and then on to your main website, your main site’s GA4 property may not keep the original AI engine as the session source. To follow that handoff by engine, pass the original source through the campaign values on your outbound links — for example utm_medium=ai_referral, utm_source=chatgpt, utm_campaign=anymorph_geo.

​
Impressions are a separate number

The AI search impressions card on Performance counts how often Google showed your site inside AI Overviews and AI Mode. It has no clicks and no click-through rate, because Google does not publish clicks for those surfaces. To switch it on, add [email protected] as a full user on your domain’s Search Console property; data arrives about two days late. Steps are in Search Console and indexing.

Performance

AI referrals, citations and per-page results.

Integrations

Connect GA4 and Search Console.

Custom scripts

Put your tracking tags on generated pages.

Reading the numbers

Which metric to read first, and in what order.