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Free tool · AI B2B ads
GA4 AI Traffic Regex Builder
See how many visits AI assistants send you, as their own row in GA4. Pick the assistants, add any others, and paste the pattern into a custom channel group.
- Free, no sign-up
- Runs in your browser
- Checked 19 October 2026
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How it works
How to use the GA4 AI Traffic Regex Builder
- Tick the assistants you want in the channel and add any others.
- Copy the regex.
- In GA4, create a custom channel group with a condition on Session source matching the regex, and move it above Referral.
| What | How it's worked out |
|---|---|
| Pattern | ^(domain1|domain2|…)$ with dots escaped |
| Match | Exact source match, so chatgpt.com does not catch chatgpt-ads |
| Paid ChatGPT clicks | Not caught if you tag them utm_source=chatgpt-ads, which keeps paid and organic apart |
From our media team
How to use the result
- GA4 now has an AI Assistant channel. Its default group sends sources such as ChatGPT, Gemini, DeepSeek, Copilot and Grok there, and keeps AI Overviews and AI Mode in Organic Search. Build your own group when you want to choose the list and keep it stable.
- Expect a gap. Assistant apps often pass no referrer, so some AI visits land in Direct. Watch Direct traffic to deep pages as a hint.
- Report companies, not sessions. AI referrals are few but high-intent; the useful question is which companies they bring.
Read next
- How to track ChatGPT traffic in GA4How to separate visits from ChatGPT answers and ChatGPT ads in GA4: utm_source=chatgpt.com, the AI assistant channel and a UTM convention for ads.
- Tracking referrals from every AI assistantHow to group visits from ChatGPT, Perplexity, Copilot, Gemini and Claude in analytics, and why many AI visits still appear as direct.
- Attribution windows for B2B ads: Google, LinkedIn, ChatGPT and GA4 comparedClick-through and view-through windows by platform (Google Ads, LinkedIn, ChatGPT ads, GA4), why they never agree, which windows to set for long B2B cycles, and how…
- Why AI traffic hides in "direct", and how to find itWhy many visits from ChatGPT and other AI assistants arrive without a referrer and land in direct traffic, and four ways to estimate and recover them.
Questions
Straight answers.
Does GA4 track ChatGPT traffic by default?
GA4's default channel group includes an AI Assistant channel for sources such as ChatGPT, Gemini, DeepSeek, Copilot and Grok. A custom channel group lets you control exactly which assistants are included.
Will a custom channel group change my historical data?
Custom channel groups in GA4 can be applied to past data in reports, so you can compare months straight away.
Why is some AI traffic still in Direct?
Apps and some browsers don't send a referrer. Those visits can't be attributed to the assistant from analytics alone.
Should paid ChatGPT ads go in the same channel?
No. Tag paid clicks with your own UTMs, such as utm_source=chatgpt-ads, so you can compare paid and organic AI traffic.
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Sources: Google Analytics Help: Traffic-source dimensions and default channel group; Google Analytics Help: Custom channel groups.
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