Does Scrunch track AI referral traffic to my website?

Yes. Scrunch tracks AI-driven referral traffic through its AI Referrals feature, which connects to your Google Analytics 4 (GA4) property. It attributes human visits that originate from AI platforms and lets you compare engagement and conversions from AI versus non-AI sources.

AI referrals are only part of the picture, though. Many users first discover a brand inside an AI answer and then visit by searching your brand or navigating directly. Scrunch helps you see both the direct clicks and the broader, indirect impact.

How it works

AI Referrals (human traffic): Connect your GA4 property in Scrunch to see sessions, page views, purchase revenue, and conversion rates driven by AI platforms such as ChatGPT, Perplexity, and Google AI Overviews.
Agent Traffic (AI bots): Optionally, connect your CDN or hosting provider (e.g., Akamai, Cloudflare, Vercel, WordPress) to monitor AI crawlers and LLM agents visiting your site in real time, broken down by model, request type, and content page.

This split lets you distinguish AI crawler activity from AI-driven human referrals.

What you’ll see in AI Referrals (via GA4)

Traffic metrics available in AI Referrals:

AI-referred sessions and page views
Which AI platforms are sending traffic (e.g., ChatGPT, Perplexity, Google AI Overviews, Meta AI, Microsoft Copilot)
Top landing pages from AI referrals

Conversion metrics (requires conversion events configured in GA4):

Purchase revenue attributed to AI traffic
Conversion rate from AI sources versus non-AI sources

Example: After selecting your GA4 property in the AI Referrals tab, filter by date range to view AI-referred sessions, views, purchase revenue, conversion rates, AI sources, and AI-referred landing pages.

Optional: Track AI bot visits with Agent Traffic

To see which AI agents are crawling your site, use the Agent Traffic feature. After connecting your CDN or hosting provider, you can view:

AI bot traffic over time and broken down by model
Types of bot requests: training, indexing, or retrieval
Top bot agents and top content pages accessed
Recent individual bot requests

Agent Traffic requires integration with your CDN or hosting provider (e.g., Akamai, Cloudflare, Vercel, WordPress). You can review integration options in Scrunch’s help center. For setup guidance, see the Scrunch how-to on tracking AI bot traffic in the AI traffic analysis section.

What Scrunch tracks for AI visibility that traditional SEO tools don’t

AI-sourced human traffic and conversions via GA4: Identify which AI platforms — including ChatGPT, Claude, Gemini, Perplexity, Google AI Overviews, Google AI Mode, Meta AI, and Microsoft Copilot — drive sessions, revenue, and conversion rates to your site.
Real-time AI bot activity: Monitor crawler visits by model, request type (training, indexing, retrieval), and the specific content pages accessed.
Cross-platform AI visibility: Track brand presence across eight major AI assistants using Scrunch's collection methods, including browser automation and official platform APIs — surfaces traditional SEO rank-trackers cannot reach.

These capabilities go beyond traditional SEO tools focused on web search rankings and spider-based organic traffic.

Setup: Connect GA4 to Scrunch for AI Referrals

Sign in to the Google account that has access to the target GA4 property, using the same browser session as Scrunch.
Open the AI Referrals tab in Scrunch.
Select your GA4 property from the dropdown menu.
Apply a date range filter to view AI-referred sessions, page views, purchase revenue, conversion rates, AI sources, and top landing pages.

Troubleshooting if you don’t see the right GA4 property: - Confirm you’re signed into the correct Google account in your browser. - Refresh the page or try an incognito window.

Related resources

Learn how Scrunch collects data from AI platforms like ChatGPT, Perplexity, and Google AI Overviews in the FAQ on data collection methods.
See how Scrunch tracks AI search visits (both AI bots and AI referrals) in the FAQ on AI search visits.
Explore step-by-step guidance in the AI traffic analysis how-to guides.