At a glance
Per-platform breakdown of AI-referred sessions (ChatGPT, Perplexity, Gemini, Copilot, Claude, etc.). Complements ai_traffic (which gives the headline total) by exposing which AI platforms are actually sending traffic and at what split. Knowing the platform mix matters because each platform requires slightly different content optimisation: ChatGPT prefers structured product copy; Perplexity prefers source-attributed content; Gemini integrates with Google’s index; Copilot blends Bing’s index. The card also flags emerging platforms as they begin sending material traffic.
| What it counts | Sessions per AI platform with session_source matching curated AI domains. Reported as a per-platform table with counts, share, and period-over-period change. |
| Sample basis | GA4 sessions, filtered to AI source domains. |
| Sampling threshold | Below 10M events GA4 unsampled. |
| Bot traffic filter | Default + Vortex IQ layer. |
| Time zone | Property time zone. |
| Time window | 30D vsP |
| Alert trigger | growth > 2σ vs 90D baseline (statistically significant rise) |
| Sentiment key | ai_traffic |
| Roles | owner, marketing |
Calculation
Worked example
A UK-based BC store, AI traffic overview reading on Wednesday 15 May 26.| AI Platform | Sessions (30D) | Share of AI | vs prior period | Notes |
|---|---|---|---|---|
| ChatGPT (chatgpt.com) | 184 | 56% | +42% | Largest |
| Perplexity (perplexity.ai) | 78 | 24% | +28% | Highest engagement |
| Google Gemini | 38 | 12% | +18% | Embedded in Google Search |
| Microsoft Copilot | 18 | 5% | +60% | Edge browser growth |
| Claude (claude.ai) | 9 | 3% | +200% | Smallest, fastest growth |
| Total | 327 | 100% | +38% | - |
- ChatGPT dominates volume (56%) because it has the broadest active user base. Most stores starting out with AI traffic see 50-70% from ChatGPT.
- Perplexity punches above weight (24%) because it’s purpose-built as a search alternative; users actively click through to sources rather than accepting in-line answers.
- Claude growing 200% off small base is noisy but directional: Claude added web-browse functionality recently and AI-traffic is establishing baseline.
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Why platform mix matters operationally:
- ChatGPT optimisation: clear product names, rich descriptions with specifications, valid Product schema with ratings.
- Perplexity optimisation: source-rich content, citations, accurate facts.
- Gemini optimisation: Google’s standard SEO + Product schema; shares index with Google.
- Copilot optimisation: Bing’s ranking signals + Microsoft Shopping integration.
- Emerging-platform watch. Set the Vortex IQ alert to fire when any new AI domain crosses 50 sessions/month. New platforms (You.com, Brave Search AI, future entrants) appear here first.
Sibling cards merchants should reference together
| Card | Why merchants reach for it |
|---|---|
ai_traffic | Headline total; this card decomposes by platform. |
ai_traffic_trend | AI traffic over time. |
ai_conversion | Conversion quality per platform. |
ai_engagement | Engagement quality per platform. |
ai_revenue | Revenue per platform. |
ai_vs_search | AI vs traditional search. |
Reconciling against the vendor’s own dashboard
Where to look in Google Analytics 4’s own dashboard: GA4 → Reports → Acquisition → Traffic acquisition; filter by source containingchatgpt, perplexity, claude, gemini, copilot, etc.
Why our number may legitimately differ from the vendor’s:
| Reason | Direction | What to do |
|---|---|---|
| AI source list curation. Vortex IQ maintains a curated list updated as platforms emerge. | Variable | Confirm list. |
| Referrer stripping. Some AI platforms strip referrers; sessions land as direct. | Vortex IQ may understate | Use UTM-tagging where possible. |
| Cross-domain. Some platforms hand off via internal redirects. | Variable | Audit referrer chain. |
gsc_clicks_trend (organic search) and direct traffic.
Known limitations / merchant FAQs
Q: One platform shows 0 sessions but I expect traffic. Why? Either: (a) referrer stripping (some platforms hide the referrer; sessions land as direct), (b) the platform name doesn’t match Vortex IQ’s curated list (a new emerging AI source), (c) genuinely zero traffic from that platform. Check GA4’s raw source list for unmatched AI-like domains. Q: Should we optimise differently for each AI platform? Mostly no. The same fundamentals (rich product copy, valid Product schema, brand authority) lift all platforms. Platform-specific tweaks are second-order. Concentrate on the fundamentals that lift all five together. Q: We have ChatGPT 80% but Perplexity 20%. Is that normal? Yes for early-stage AI traffic. As the channel matures, expect Perplexity, Gemini, and Copilot shares to grow as users diversify. ChatGPT’s first-mover advantage is structural but not permanent. Q: How quickly do new platforms appear in this card? Vortex IQ’s domain list is updated as new platforms launch and gain user adoption. New platform additions to the list typically happen within 30 days of launch. Self-serve emerging-platform tracking is on the roadmap. Q: Why doesai_traffic (headline) differ from this card’s total?
They should match. If they don’t, check whether: (a) the headline card is using an older version of the AI domain list, or (b) attribution dedup logic differs (multi-touch sessions). The two should reconcile within ±2%.
Q: Should we track each platform’s per-session value?
Yes, segment AI traffic by platform in GA4’s Monetization reports, or use the ai_revenue card alongside this one. Per-platform AOV and conversion rate vary; Perplexity typically has the highest-quality per-session value.
Q: Are sponsored AI ads (Bing Chat sponsored) included?
No, paid AI placements are utm_medium=cpc-tagged and roll up under paid search. This card is organic AI referral traffic only.
Q: Why is the alert based on growth not absolute volume?
Because absolute volume varies by store size. A 50-session-per-month store seeing 200 sessions is meaningful (4x growth); a 50K-session store seeing 200 is noise. The 2σ statistical threshold catches meaningful change at any scale.