We’re happy to announce the release of our new LLM traffic analytics feature, powered by our integration with GA4.
This feature is designed to provide insight into content performance, attribution, and other traffic insights, broken out by each model, to your websites. This helps to bridge the gap between understanding LLM visibility, which we have provided insight into since Q1 2025, and human traffic and engagement on websites.
We track over 91 referral sources associated with LLMs, although a lot of these are obviously not LLM bots the way we would normally conceive of them. That said, these are included based on community de facto “standards” based on our research and we do expect them to evolve over time.
Metrics
We currently track the following core metrics, and are in the process of adding more (including those related to events):
- Sessions
- Avg. Session Duration
- Page views
- New visit %
- Bounce rate
- Conversions
- Conversion Rate
Observations
Our immediate observation after looking at the data we already have from all of the existing GA4 integrations with our platform is that, surprise surprise, ChatGPT is still leading the pack in terms of traffic drivers.
Depending on the industry and site, Gemini is growing quickly but Microsoft CoPilot (somewhat surprisingly) is still going strong.
What was quite striking, however, is that the conversion rates are far higher than what we see for organic search. This is something we will continue to study in coming months.
Steps to integrate
If you’re an existing DemandSphere client and already have GA4 integrated, you don’t need to do anything. The feature will be rolled out to your account over the next few days.
If you are not yet a DemandSphere client or you are but have not yet connected GA4, it is a simple OAuth integration that can be completed in minutes. We will automatically backfill your data so you can go back as far as you need.
Next Steps and future releases
We are moving very fast, as always.
We are the only platform on the market that has both comprehensive SERP analytics and Gen AI / LLM analytics data in a single, unified platform, especially at the level of depth and volume that our system provides.
There are additional new features for both AI search visibility and also SERP analytics that are coming soon, so stay tuned!