How do I know if ChatGPT or other AI assistants send me visitors?

How AI visits arrive

When an assistant cites your site and someone clicks, the visit can carry two signs:

• A referring site such as chatgpt.com, perplexity.ai, claude.ai, gemini.google.com or copilot.microsoft.com, when the click happens in a browser that sends one.
• A tag in the link. OpenAI’s publisher FAQ says ChatGPT adds utm_source=chatgpt.com to the links it sends, so those visits keep their source even without a referrer (OpenAI: publishers and developers FAQ).

Visits from assistants’ desktop and mobile apps, or from links people copy out of an answer, often carry neither, and land in direct.

How to find them

1. In your analytics, list visits by referring site and by utm_source. Group the assistants’ domains together.
2. Check which pages they land on. AI visitors often arrive on a specific answer or guide rather than the homepage, which tells you what the assistant quoted.
3. Watch the trend, not the day. The numbers are usually small at first.

Whether they matter

Count what AI visitors do next: sign up, come back, pay. Some sites find these visitors convert better than search visitors because the assistant already explained what the product does; others find they don’t. Your own numbers answer it for your product, once there are enough of them.

Check what they were told

An assistant describes your product in its own words before the visitor clicks, sometimes from an old page. If it quoted a price, a limit or a feature that has changed, the visitor arrives expecting something else and leaves. Look at the pages AI visitors land on and make sure the facts there are current; assistants repeat what they find.

How to get more of them

Assistants cite pages that answer a question directly. Pages that state the question, answer it in the first few sentences, and give specific, checkable facts are the ones that get quoted. Make sure your robots.txt doesn’t block the assistants’ search crawlers; OpenAI’s FAQ describes tracking for sites that allow its OAI-SearchBot.

With Nordva Launch

Launch’s analytics has an AI channel: visits whose referring site is a known assistant, or whose utm_source starts with chatgpt, openai, perplexity, claude, gemini or copilot, are counted there, next to search, social, email, paid, referral and direct. The pages they land on show in the same view. With a waitlist form or identify after signup, and Stripe connected (read-only, every plan), you can see whether those visitors became paying customers.