Visibility only matters if it leads somewhere. Connect AI search to traffic, leads and revenue as far as the data allows.
Capture referral traffic
In your analytics, group referrals from AI platforms, such as chatgpt.com, perplexity.ai, copilot.microsoft.com and gemini.google.com, into one channel. Check the list regularly, as new sources appear.
Google AI Overviews and AI Mode clicks are reported inside normal Google organic traffic, so they cannot be separated cleanly.
Ask people
Add "How did you hear about us?" to forms with an option for AI assistants. Self-reported data is imperfect, but it captures influence that never shows as a click.
Look at quality, not just volume
AI referrals are often fewer but further along. Compare conversion rate and deal value against other channels before judging the channel on visits alone.
Watch branded search
Many people see a recommendation in an assistant, then search your name. Rising branded search alongside better AI visibility is a useful signal, though not proof.
For the wider picture, see why AI citations are becoming a route to revenue.