How Scrunch tracks AI search visits to your website

Scrunch measures AI-driven traffic and impact in two complementary ways: - Agent Traffic shows which AI bots are crawling your site in real time and what they’re fetching. - AI Referrals reveals the human visitors who arrive from AI platforms and how those visits convert via your GA4 data.

Most AI influence is indirect—people often discover a brand in an AI response, then search your brand name or type your URL directly. AI Referrals captures direct clicks, while Agent Traffic shows which agents are engaging with your content behind the scenes.

What each view tracks

Agent Traffic (AI bot activity)

• Real-time visits from AI agents and models
• Request type classification: training, indexing, or retrieval for live user queries
• Traffic trends by model and agent
• Top content pages requested by bots
• Human versus AI bot traffic comparisons
• Recent bot requests to monitor current activity

Scrunch detects this through direct CDN and hosting integrations, which capture bot requests as they happen. Supported providers include Akamai, AWS CloudFront, Cloudflare, Fastly, Vercel, and WordPress. If your CMS doesn’t expose raw logs (HubSpot, BigCommerce, Shopify, Squarespace, Uberflip, Webflow, Wix), you can still connect via a Cloudflare proxy.

AI Referrals (human traffic from AI platforms)

• AI-referred sessions and page views
• Which AI platforms are sending traffic
• Top AI-referred landing pages
• Purchase revenue and conversion rates from AI versus non‑AI sources (if configured in GA4)

This connects to your Google Analytics 4 property so you can attribute traffic and conversions to AI sources.

Distinguishing AI crawlers from AI-driven referrals

Yes—Scrunch cleanly separates: - AI crawler traffic (Agent Traffic): visits by AI agents/models accessing your content - AI-driven referral traffic (AI Referrals): human users who clicked from AI platforms to your site, measured through GA4

Together, these views help you see both the upstream agent activity and the downstream human outcomes.

How detection compares to GA4 and server logs

• Versus GA4: Scrunch’s Agent Traffic focuses on bot-level telemetry from AI platforms (who visited, what they requested, and why), while GA4 powers the human-visitor side (sessions, pages, conversions). Scrunch uses GA4 specifically to attribute AI referrals and measure outcomes.
• Versus raw server/CDN logs: Instead of manual parsing and normalization, Scrunch integrates directly with major CDNs/hosts, identifies AI agents and models, classifies request types (training/indexing/retrieval), and centralizes insights across providers in a single, queryable view.

Supported AI platforms and models

Scrunch currently tracks eight major AI platforms: - ChatGPT - Claude - Gemini - Perplexity - Google AI Mode - Google AI Overviews - Meta AI - Microsoft Copilot

Support for Grok is coming soon.

What Scrunch tracks that traditional SEO tools don’t

• AI agent crawl activity: which models access your content, where, and how often
• Request intent classification: training, indexing, or retrieval for live queries
• AI platform attribution for traffic: which AI sources send visitors and how those visitors convert
• AI-specific landing page performance and trends
• Visibility and insights from AI platforms themselves (via Scrunch’s Monitoring & Insights data collection methods), complementing web search SERP data

This AI-first view helps you understand how agents influence discovery and how that influence translates into site visits and revenue.

Measuring AI’s impact on brand visibility

Scrunch unifies the AI journey end-to-end: - Upstream agent engagement: real-time AI bot visits, models involved, and the content they consume - Downstream human outcomes: AI-referred sessions, landing pages, revenue, and conversion rates via GA4 - Cross-platform coverage: consistent tracking across leading AI platforms and agents - Actionable context: insights into whether agent activity is for training, indexing, or active retrieval, so you can prioritize pages and opportunities with the highest likelihood of influencing users

This combined analytics approach provides a clearer picture of AI-driven visibility and ROI than looking at crawl logs, GA4, or SERP tools in isolation.

How to connect your site

• Agent Traffic: Integrate your CDN or hosting provider (Akamai, Cloudflare, Fastly, AWS CloudFront, Vercel, WordPress) or use a Cloudflare proxy if your CMS doesn’t expose logs.
• AI Referrals: Connect Scrunch to your GA4 property. Make sure you’re signed into the Google account with GA4 access in the same browser session as Scrunch. If you don’t see the right property, double‑check your Google account, refresh, or try an incognito window.