AI referral tracking
How Convultra attributes visitors, conversions and revenue to ChatGPT, Claude, Perplexity, Gemini, Copilot and other AI assistants.
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People increasingly find products through AI assistants. Convultra identifies visitors who arrive from ChatGPT, Claude, Perplexity, Gemini, Copilot and others, and attributes their sessions, conversions and revenue to the assistant that sent them. This is the AI Attribution feature, and it is included on every plan.
Why it matters
When someone asks an assistant “what is the best project management tool” and it recommends you, the click-through lands in “direct” or “other” in most analytics tools, invisible and unattributed. Convultra attributes it to the specific assistant, so you can see how AI discovery affects your business.
Supported assistants
Detection is automatic for:
| Assistant | Detection |
|---|---|
| ChatGPT (OpenAI) | Referrer header and UTM parameters |
| Claude (Anthropic) | Referrer header |
| Perplexity | Referrer header and UTM parameters |
| Gemini (Google) | Referrer header |
| Copilot (Microsoft) | Referrer header |
| Meta AI | Referrer header |
| You.com | Referrer header |
| Phind | Referrer header |
| Poe | Referrer header |
| DeepSeek | Referrer header |
| Grok (xAI) | Referrer header |
| Mistral | Referrer header |
| HuggingChat | Referrer header |
No setup required. As long as the tracking script is installed, AI referrals are captured from day one.
What you see
The Overview shows AI referral rev. in its metric strip and an AI referrals section. The Sources page has the full AI referrals section:
- Visitors by assistant, how many each one sent
- Conversions from AI referrals, how many of those visitors converted
- Revenue attribution, the revenue those visitors generated
Change the date range to see whether AI referral traffic is growing.
Per-assistant breakdown
Each assistant has its own row, so you can compare them. It is common to find that one assistant sends fewer visitors than another but that they convert at a higher rate, which is useful for content and SEO planning.
How detection works
- Referrer headers. When a visitor clicks a link inside an assistant’s answer, the browser sends a referrer. Convultra matches it against its list of known AI domains.
- UTM parameters. Some assistants, notably ChatGPT and Perplexity, add UTM parameters to outbound links. Convultra recognizes those patterns.
Both run automatically.
AI referrals versus AI crawlers
These are different populations and must never be added together.
- An AI referral is a human who clicked a link inside an assistant. It is a real session with real revenue, and it is already inside your visitor, conversion and revenue totals. Adding the AI referral figures to a total double counts.
- An AI crawler (GPTBot, ClaudeBot, PerplexityBot, CCBot) is a bot fetching pages for indexing or training. It is filtered out at ingest and appears in no traffic, conversion or revenue figure. You can see what was filtered in the Filtered out section on the Overview.
The API keeps the same split: get_ai_referrals for humans, get_filtered_out for crawlers.
Using the data
- Content strategy. If assistants recommend competitors more often, invest in the content assistants cite: detailed guides, comparison pages, authoritative resources.
- Brand monitoring. Watch whether assistants are sending you more or less traffic over time.
- Revenue reporting. Include AI referral revenue in marketing reports so the full picture of how customers find you is visible.
- Channel comparison. Compare AI referrals with paid search, organic and social.
Having tracking in place now means you will have the historical data to measure the trend as the channel grows. Read more on AI Attribution.