Want to know if AI tools like ChatGPT, Perplexity, or Gemini are sending people to your website? Good news! You can find out right in Google Analytics (GA4).
In this step-by-step guide, you’ll learn how to build a free AI Visibility Report using GA4’s Explore feature. No fancy tools needed.
What Is a GA4 AI Visibility Report?
An AI Visibility Report shows you how much website traffic is coming from AI-powered tools and search engines. As more people use tools like ChatGPT, Perplexity, Gemini, and Notebook LM to find information online, it’s important to know if your brand is showing up in those results.
This report lives inside GA4’s Explore section and gives you a clear picture of who’s visiting your site from AI sources, and what they’re doing once they get there.
Why This Report Matters for Your Marketing
AI tools are changing how people search for information online. Instead of just typing into Google, more users are asking ChatGPT or Perplexity questions, and those tools pull answers from websites just like yours.
If your content is showing up in AI responses, that’s a win. This report helps you measure that win and prove it with real data.
What You’ll Need
- Administrative access to your GA4 account (free or paid versions both work!).
- A few minutes to set it up.
That’s it. Let’s go!
How to Build the AI Visibility Report
Step 1: Log Into GA4 and Open Explore
- Log in to your Google Analytics account. On the left-hand side menu, click on Explore. This is where you’ll build your custom report.
- Once you’re in Explore, click Blank to start a new freeform report.
Step 2: Name Your Report and Set a Date Range
- At the top of the screen, give your report a name. Something like “AI Website Visibility Visits” works great.
- Next, set your date range. A good starting point is the last 30, 60, or 90 days. This gives you enough data to spot trends without being overwhelming.
Pro Tip: Every time you come back to this report, double-check the date range. It won’t update automatically, so make sure you’re looking at the right time period.
Step 3: Add Your Dimension
Dimensions are how GA4 groups your data. For this report, you only need one: Session Manual Source.
Search for it in the Dimensions section and check the box to add it. This dimension will show you where your website visitors are coming from, including AI tools.
Step 4: Add Your Metrics
Metrics are the numbers you want to track. Here’s a solid list to start with. Feel free to add or remove based on what matters most to your brand. Download the GA4 AI Visibility Dimensions and Metrics document for a full list. Or, view it as a PNG file.
Don’t track events yet?
You should start! Events can track downloads, form submissions, time on page, and more. But if you’re not there yet, skip the events-related metrics for now.
Step 5: Build Your Freeform Report
Now it’s time to put it all together. Download the GA4 AI Visibility Dimensions and Metrics document for a full list. Or, view it as a PNG file.
- In the Technique section, choose Freeform.
- Set the visualization to a table (column format).
- Drag your Session Manual Source dimension into the Rows box.
- Set the number of rows to show — 50 is a good starting point.
- Drag all your metrics into the Values box.
Watch as your report fills in with data.
Step 6: Look for AI Traffic Sources
Once your report loads, scan through the list of traffic sources. You’re looking for entries like:
- ChatGPT
- Perplexity
- Gemini
- Notebook LM
- Other AI-related tools
These entries show you that people found your website through those AI platforms. That’s your AI visibility data.
Step 7: Download or Share Your Report
You’ve got your data, now let’s make it useful to other team members and leaders.
To download the report, click the download button at the top of the screen. You’ll have a few options:
- Google Sheets: Great for easy editing and sharing.
- CSV: Perfect if you want to clean it up before sending to a client.
- PDF: Good for a clean, ready-to-share snapshot.
To share the report, click the share button. You can enter the email addresses of anyone else who has access to that GA4 account. They’ll be able to view the report in read-only mode.
Step 8: Save It for Easy Access
Right now, this report lives in your Explore section. If you want it to show up under your main Reports tab, here’s how:
- Click More Actions on the report.
- Use the options to copy it across properties (great if you manage multiple GA4 accounts!) or duplicate it for different versions.
- Go to your Admin area and add the report to your main report’s navigation.
This way, your AI Visibility Report is always easy to find.
Bonus Tips
- Filter your data: You can add filters to narrow down specific AI sources or traffic patterns.
- Duplicate for different audiences: Create an “Executive Version” with only the key metrics your leadership team cares about.
- Check it regularly: Make this report part of your monthly marketing review to track how your AI visibility grows over time.
Ready to Build Your Report?
Log in to your GA4 account today and give it a try. It takes less than 15 minutes to set up, and you’ll have a brand-new way to track your brand’s AI visibility from here on out.
Have questions or want help customizing this report for your business? Reach out.