What Is AI Referral Traffic in Analytics?

Answer

AI referral traffic comes from AI-powered tools that surface and link to your website, creating a distinct and growing source of discovery.

Definition

Some AI-powered tools, such as generative AI assistants and answer engines, can surface website content and send visitors directly to a site when users click on links included in AI-generated responses. Traffic from these tools represents a distinct and growing source of discovery that does not always align clearly with traditional traffic source categories. Siteimprove Analytics supports dedicated filters and dashboards to help identify and analyze traffic from known AI engines. This allows you to understand how AI-powered discovery contributes to overall traffic, which pages are being surfaced, and how visitors from these sources behave on your site.