Uncover Your AI Search Traffic in Google Analytics 4
The New Front Door to Your Firm AI Search
People's search habits are changing. Instead of just using Google, they are now asking AI tools like ChatGPT, Perplexity, and Google AI Mode for information, including legal advice. These powerful tools can send users directly to your law firm's website, bypassing traditional search engines altogether.
The problem is that Google Analytics 4 (GA4) doesn't track this AI-driven traffic by default. Without the right configuration, you are likely missing critical data about how potential clients are discovering your firm.
Can You Track AI Search Traffic in GA4?
Yes, it is possible, but it requires a manual setup. You can do it yourself or have your outsourced legal marketing agency handle it. GA4 does not come pre-configured to recognize AI referrers. However, with a few adjustments, you can create a custom report to see traffic from sources like:
- ChatGPT
- Google AI Overviews
- Perplexity
- Bing AI
- Claude (Anthropic)
- And other emerging platforms
The best part is that you won't need any extra software. This entire process uses features already built into GA4.
How to Build a Custom AI Search Traffic Report in GA4
Follow these six steps to start tracking your AI-driven traffic.
Step 1: Open the “Explore” Tab
Log in to your GA4 account and navigate to the Explore section on the left-hand menu. Select Blank to create a new report from scratch.
Step 2: Name Your Report
Give your report a clear name, such as "AI Search Traffic." For an initial analysis, set the date range to the last 30 days.
Step 3: Create a Segment for AI Traffic
This is the most critical step. You'll create a filter to isolate traffic from AI sources.
- Click the "+" icon next to Segments and choose Session segment.
- Name the segment something memorable, like "AI Search Segment."
- Add a new condition and set it to:
Session source → matches regex. - Paste the following regular expression, which contains a list of known AI referrers (credit to Taylor at Search Engine Land):
^.*ai|.*\.openai.*|.*copilot.*|.*chatgpt.*|.*gemini.*|.*gpt.*|.*neeva.*|.*writesonic.*|.*nimble.*|.*outrider.*|.*perplexity.*|.*google.*bard.*|.*bard.*google.*|.*bard.*|.*edgeservices.*|.*astastic.*|.*copy.ai.*|.*bnngpt.*|.*gemini.*google.*$ - Click Apply to save the segment.
This filters traffic coming from common AI tools.
Step 4: Add Key Dimensions
In the Dimensions panel, click the "+" and add the following to understand where users are coming from and where they are landing:
- First user source / medium
- Landing page + query string
Step 5: Add Metrics
Next, in the Metrics panel, add these key performance indicators to measure the volume of traffic:
- Sessions
- Users
- Views
Step 6: Visualize the Report
Now, you can build your report by dragging and dropping the elements you've just created.
- Drag the AI Search Segment into the Segment Comparison area.
- Drag First user source / medium into the Rows section.
- Drag your chosen metrics (Sessions, Users, Views) into the Values section.
For a simpler view, you can switch from a bar chart to a heatmap or plain text.
What Your New AI Traffic Report Reveals
Setting up this custom report does more than just track clicks. It provides a window into how modern users are finding your law firm in an evolving digital world. Here's what you can learn from the data.
1. Which AI Platforms Drive Traffic
You can now see a breakdown of visitors from specific sources like ChatGPT, Google AI Overviews, and Perplexity. This reveals which platforms are referencing your content and sending users to your site. For example, if you see a lot of traffic from "perplexity," you know your content is performing well there and can focus more optimization efforts on that platform.
2. What Content AI Is Surfacing
By looking at the Landing page + query string dimension, you can pinpoint the exact pages AI tools are linking to. This might highlight which blog posts, practice area pages, or legal resources are resonating in AI-generated responses. If your "Slip and Fall Case Timeline" page is a top performer, it’s a great candidate for further content development.
3. Emerging Search Trends
AI tools often highlight content that is trending or considered authoritative. This report can act as an early warning system for new search behaviors. A sudden spike in AI traffic to a specific page might signal that the topic is gaining relevance.
Why This Matters for Your Law Firm’s Strategy
AI-powered search is the next frontier for digital visibility. If your strategy is still focused only on traditional Google results, you're overlooking a growing audience that turns to AI first for answers.
1. AI Tools Are the New Gatekeepers
Platforms like ChatGPT and Google's AI Overviews are not just answering questions; they are recommending sources. If AI doesn't pick up your content, you are invisible to a segment of users who may never see a standard search results page. Getting ahead now gives you an advantage over firms that wait.
2. It Informs Your Content Strategy
Understanding which pages AI tools favor helps you refine your content plan. You can create more content on topics that perform well and ensure your key pages are technically sound and filled with trustworthy, accurate information—a crucial factor for both AI and traditional SEO.
3. It Future-Proofs Your SEO
The digital landscape is changing fast. Google is integrating AI directly into search, and tools like Perplexity are becoming go-to research assistants. By adapting your analytics and strategy now, you prepare your firm for the future of search, not just the present.
Final Thoughts Don’t Miss Out on AI Traffic
The way people find information, including legal services, is changing. Tracking AI-driven traffic is no longer optional for a forward-thinking firm. Set up your GA4 report today to gain the insights you need to stay competitive.
