Most SEOs have no idea how much traffic they’re already getting from ChatGPT, Perplexity, Gemini, Claude, Copilot, etc. GA4 isn’t “blocking” it, it’s just dumping most of it into Direct/Unassigned because those visits often arrive with no clean referrer.

A few months ago, I was auditing a client’s GA4 and found 406 of chatgpt sessions sitting in Unassigned with 88.42% engagement and 459 key events, but zero channel attribution.

How I’m tracking LLM/AI traffic now

I created a new custom channel called “LLM/AI Traffic” (you can name yours whatever, the name doesn't matter, the rule does) and used a single regex rule on Source to catch the main AI tools:

.*(chatgpt|openai|perplexity|gemini|claude|anthropic|copilot|meta\.ai|searchgpt|ai\.google).* 

Channel setup:

• Channel name: LLM/AI Traffic
• Condition: Source > matches regex > the pattern above

No GTM changes, no new tags, no dev time, just GA4 config.