Your ChatGPT Traffic Is 5-10x Higher Than You Think

Your ChatGPT traffic is probably 5-10x higher than what your analytics shows.

We used to think AI traffic was a small fraction of Google. We showed you the data a few episodes back — ChatGPT was about 3-4% of organic Google traffic across our clients.

We've revised our thinking.

In this episode, we break down why analytics tools are dramatically underreporting LLM-driven traffic and leads, why Google AI Overviews are creating the same attribution blind spot, and what you should actually be doing about it.

The core issue: when someone discovers your brand in ChatGPT or a Google AI Overview, they don't click a trackable link. They open a new tab, Google your name, and land on your homepage. Your analytics says "direct" or "organic." The real source? An LLM.

The only way to know? Ask them.

We walk through real examples from our own data and client accounts, show exactly how this plays out in ChatGPT and Google AI Overviews, and share what we're changing in how we measure and report on content performance.