> ## Documentation Index
> Fetch the complete documentation index at: https://docs.anymorph.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Track AI engine conversions in GA4

> Build a GA4 Explore report to see whether traffic from ChatGPT, Perplexity, Claude, Gemini, and other AI engines converts.

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.

<Note>
  Select the GA4 property for your own website or service. Any screenshots or property names shared by Anymorph are examples only.
</Note>

<Frame>
  <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/01-ga4-home.png" alt="GA4 home with the property selector visible" />
</Frame>

***

## 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.

***

## Build the Exploration

<Steps>
  <Step title="Open Explore">
    In GA4, open the property for your website or service, then click **Explore** in the left sidebar.

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/02-explore-home.png" alt="GA4 Explore menu" />
    </Frame>
  </Step>

  <Step title="Create a blank exploration">
    Under **Start a new exploration**, choose **Blank**. This opens a Free form exploration.

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/03-explore-blank-template.png" alt="Blank exploration template" />
    </Frame>

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/04-new-free-form-exploration.png" alt="New Free form exploration screen" />
    </Frame>
  </Step>

  <Step title="Add the traffic source dimension">
    In the **Variables** panel, click **+** next to **Dimensions**. Search for `Session source / medium`, select it, and click **Confirm**.

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/05-add-dimension-dialog.png" alt="Add dimension dialog in GA4 Explore" />
    </Frame>

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/06-search-session-source-medium.png" alt="Search result for Session source slash medium dimension" />
    </Frame>

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/07-dimension-added.png" alt="Session source slash medium added to dimensions" />
    </Frame>
  </Step>

  <Step title="Add metrics">
    In the **Variables** panel, click **+** next to **Metrics**. Add `Sessions`, `Total users`, `Key events`, `Session key event rate`, and `Purchase revenue`.

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/08-add-metric-dialog.png" alt="Add metric dialog in GA4 Explore" />
    </Frame>

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/09-search-sessions-metric.png" alt="Search result for Sessions metric" />
    </Frame>

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/10a-select-sessions.png" alt="Sessions metric selected" />
    </Frame>

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/10b-search-key-events.png" alt="Search result for Key events metric" />
    </Frame>

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/10c-search-session-key-event-rate.png" alt="Search result for Session key event rate metric" />
    </Frame>

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/10d-search-purchase-revenue.png" alt="Search result for Purchase revenue metric" />
    </Frame>

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/10e-search-total-users.png" alt="Search result for Total users metric" />
    </Frame>

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/11-metrics-added.png" alt="Selected metrics added to the Variables panel" />
    </Frame>
  </Step>

  <Step title="Configure rows and values">
    Add `Session source / medium` to **Rows**. Add all selected metrics to **Values**.

    <Frame>
      <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/12-rows-values-added.png" alt="Rows and Values configured in GA4 Explore" />
    </Frame>
  </Step>
</Steps>

***

## 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:

```text theme={null}
chatgpt
chat.openai
perplexity
claude.ai
gemini.google
bard.google
copilot.microsoft
m365.cloud.microsoft
grok
meta.ai
you.com
```

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.

<Frame>
  <img src="https://cdn.anymorph.app/docs/ga4-ai-engine-conversions/13-final-table-before-filter.png" alt="GA4 Explore table before applying AI engine source filters" />
</Frame>

***

## Read the Results

| Metric                   | What it tells you                                                    |
| ------------------------ | -------------------------------------------------------------------- |
| `Sessions`               | Sessions that started from the selected AI engine source             |
| `Total users`            | Users who arrived from the selected AI engine source                 |
| `Key events`             | Purchases, sign-ups, inquiries, or other events marked as key events |
| `Session key event rate` | The percentage of AI-sourced sessions that triggered a key event     |
| `Purchase revenue`       | Purchase revenue attributed to that source                           |

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.

<Warning>
  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.
</Warning>

Example UTM structure:

```text theme={null}
utm_medium=ai_referral
utm_source=chatgpt
utm_campaign=anymorph_geo
```

***

## Related

<CardGroup cols={2}>
  <Card title="Performance" icon="chart-line" href="/dashboard/performance">
    Review traffic and conversion performance in Anymorph.
  </Card>

  <Card title="Integrations" icon="plug" href="/settings/integrations">
    Connect GA4 and other measurement tools.
  </Card>
</CardGroup>