Marketers wanting to track AI-driven traffic now have a new AI assistant via GA4. With the new AI Assistant, AI visibility is becoming measurable. 

Now, instead of using custom-built filters or channel groups, the AI assistant will categorize AI traffic by medium, channel group, and campaign. Marketers can more easily compare AI traffic with organic traffic, as well as determine which AI platforms are sending the most traffic and measure visitor conversion. 

There are a couple of caveats, however:

• AI Assistant can only work when a referrer is detected by GA4. If traffic comes from copied links, mobile apps, or in-app browsers, its referral data may be deleted, which can show the traffic as Direct rather than AI-driven.
• It is not known which supported AI referrers are supported by GA4 other than ChatGPT, Gemini, and Claude, as Google has not put out a full list.