Understand AI-Referred Visitors in Site Analytics

AI-referred visitors are visitors who reach your website through AI platforms such as ChatGPT, Gemini, and Claude. These visitors are classified as unknown visits in Site Analytics.

Demandbase tracks AI-referred visitors as a distinct website traffic source. Use this information to measure traffic from AI platforms, identify accounts engaging through AI referrals, and determine which web pages attract AI-referred visitors.

See Understanding Site Analytics.

How Demandbase Identifies AI-Referred Visitors

Demandbase uses website visit data collected through the Demandbase Tag to identify referrals from known AI platforms.

Demandbase evaluates the following information:

• Referrer URL: Identifies referrals from all supported AI platforms based on the referring URL.
• UTM Source: Identifies ChatGPT referrals using UTM parameters in the visit URL.
  Important: UTM Source is available only for ChatGPT referrals.

Demandbase deduplicates visitors into a single visitor record, even if they arrive through multiple AI platforms or across different date ranges.

Important:

• AI-referred visitors represent human website traffic from AI platforms, not automated visits from AI crawlers or bots.
• AI-referred visits may not be captured if referral information is unavailable, the AI platform is not recognized by Demandbase, or the Demandbase Tag is not deployed on the landing page.

View AI-Referred Visitors in Site Analytics Table

You can view the number of AI-referred visitors for each account or web page in the Site Analytics. table.

1. From the left navigation bar, go to Analytics > Engagement > Site Analytics.
2. Select an account or account list and specify a date range.
3. View AI-referred visitors in the Site Analytics tables:
   • Accounts:
     1. Click the Accounts tab. 
     2. Click Edit Columns.
     3. Select the AI-Referred Visitors column.
     4. Click Apply.
   • Pages:
     1. Click the Pages tab. 
     2. Review the AI-Referred Visitors column to see the number of AI-referred visitors for each web page.
        Tip: You can’t edit columns in the Pages table.

Analyze AI-Referrals from a Specific Platform

Use filters in Site Analytics to analyze website traffic from a specific AI platform. You can compare the filtered results with the AI-referred visitors KPI card in Site Analytics to understand how much of your AI-referred traffic comes from that platform.

The following example shows how to filter for ChatGPT referrals using both Referrer URL and UTM Source.

1. From the left navigation bar, go to Analytics > Engagement > Site Analytics.
2. Select an account or account list and specify a date range.
3. Click top right More Filters.
4. Go to the Advanced tab.
5. Add the Visited Web Page selector.
6. Go to Add Constraint and select the following:
   • Web Page: Exists
   • Referrer URL: Contains chatgpt.com.
7. Add the Visited Web Page selector again.
8. Go to Add Constraint and select the following:
   • Web Page: Exists
   • UTM Source: Contains chatgpt.
9. Apply OR logic between the two Visited Web Page selector cards.
10. Click Apply Filter to view ChatGPT referred website traffic.