How to Segment Traffic from LLMs in GA4 and Looker Studio

As AI tools and large language models (LLMs) like ChatGPT continue reshaping the digital landscape, it’s vital for marketers and website owners to identify and segment traffic coming from these sources.

Tools like Google Analytics 4 (GA4) and Looker Studio make this possible, allowing you to refine your SEO strategies and better understand how users engage with your content. Here’s a step-by-step guide to help you track, analyze, and leverage LLM-driven traffic effectively.

Why Segment Traffic from LLMs?

AI-powered tools are changing the way users find and consume information online. Platforms like ChatGPT, Meta AI, and others are being used increasingly as search alternatives, impacting the traditional search engine ecosystem.

The reasons for segmenting traffic from LLMs include:

Understanding User Behavior: Gain insights into how users interact with your content through LLM-driven platforms.

Adapting SEO Strategies: Track LLM traffic to tailor your content for AI-based recommendations.

Stakeholder Insights: Provide actionable data to stakeholders, showcasing how AI traffic contributes to overall web performance.

While LLMs are not yet fully integrated into Google Search Console reports, segmenting their traffic in GA4 can help fill this gap.

Two Approaches to Segmenting LLM Traffic

There are two primary ways to track and analyze LLM traffic:

GA4 Explore Reports: Best for routine insights and stakeholder presentations.

Looker Studio Dashboards: Ideal for detailed, client-facing reports and ad hoc analysis.

How to Set Up a GA4 Explore Snapshot Report

Creating a GA4 Explore report is a straightforward way to identify traffic from AI tools. Follow these steps:

Step 1: Create a New Exploration Report

Open Google Analytics 4 and navigate to Explore.

Create a new Exploration report.

Step 2: Configure Dimensions and Metrics

Add Session Source/Medium as a dimension.

Select Views as the primary metric. You can also add Engaged Sessions and Key Events for more granular insights.

Step 3: Add a Filter Using Regex

In the Segments section, create a new session segment.

Name the segment something like “LLM Traffic.”

Apply a regex filter to identify sources linked to LLMs, such as ChatGPT, Bard, or other tools. For example, the regex might look like:

(bard|ai-powered|openai)

Step 4: Visualize the Data

Duplicate the report and select a Line Graph as the visualization type.

Change the value to Sessions to track LLM traffic over time.

Adjust granularity to daily, weekly, or monthly views as needed.

How to Create Reports in Looker Studio

Looker Studio offers two approaches for reporting: a complete setup requiring admin-level access and a lightweight solution for general insights.

Option 1: In-Depth Looker Studio Report

Create a New Channel Group in GA4

Go to Admin > Channel Groups in GA4.

Add a new channel group specifically for LLM tools.

Set channel conditions using the same regex filter as in the GA4 Explore report.

Prioritize the New Channel

Reorder the channel list, moving the AI channel above the “Referral” category.

Save the changes and allow time for data collection.

Visualize Data in Looker Studio

Import the new channel group into Looker Studio.

Create client-specific dashboards that display landing pages, traffic sources, and event tracking.

Option 2: Lightweight Looker Studio Report

If you don’t have admin-level access:

Apply a regex-based filter directly within Looker Studio for specific charts or tables.

This allows you to cycle through LLM traffic for different time periods without needing advanced setup.

This lightweight method is quick and useful for ad hoc analysis.

Enhancing Reports for Stakeholders

Once your reports are set up, customize them with:

Color Schemes: Use client branding for professional presentations.

Additional Metrics: Add bounce rates, conversion data, or user engagement for deeper insights.

Comparative Analysis: Compare LLM-driven traffic to traditional search engine traffic to identify trends.

Why This Matters for the Future of SEO

The rise of LLMs is revolutionizing how users access and engage with information. By setting up tracking systems now, you ensure your strategies are future-proof.

Stay Competitive: Adapt to the evolving search ecosystem by aligning your content with AI trends.

Optimize for Discoverability: Use LLM-driven insights to refine your keywords, improve content relevance, and enhance user experience.

Drive Data-Driven Decisions: Leverage segmented LLM data to make informed decisions about content and marketing strategies.

Conclusion

As AI continues to transform the digital landscape, tracking and segmenting LLM traffic in GA4 and Looker Studio is no longer optional. These tools empower marketers to analyze AI-driven engagement, refine their SEO strategies, and stay ahead in an ever-evolving online ecosystem.

Start by setting up GA4 Explore reports for routine analysis and Looker Studio dashboards for detailed insights. By understanding how LLMs impact your website traffic, you’ll be better positioned to meet the needs of your audience and adapt to the future of search.