AI referral

A person who arrives at your site by clicking a link in an AI assistant's answer. Unlike agent visits, these do show up in analytics. See tracking visits and sales from AI assistants.

Why it matters

AI referrals are the part of AI that already shows up in your analytics and sales: people who clicked through from an assistant's answer. Tracking them puts a number on what AI is worth to your business today, and shows which assistants send you customers. Pair them with agent traffic to see what agents read for every visitor they send.

Read the guide Tracking visits and sales that come from AI assistants How to spot visits from ChatGPT, Perplexity and other AI assistants in your analytics, report them in GA4, and understand what attribution misses. Read it

More terms in measuring it

• Agent readiness How well AI agents can get into your site, understand it, find their way around it and complete tasks on it.
• AgentScore Our free score out of 100 for agent readiness, across Access (25 points), Readability (25), Navigability (20) and Task completion (30).
• Check One thing AgentScore tests, such as “Buttons and links have names”, reported as a pass, warning or fail, with who usually fixes it.
• Ghost Agent A real AI agent we send through a journey on your site, on a schedule, to see whether agents can complete it.
• Run and pass rate A run is one attempt by one agent at a journey.
• Flaky A journey where some runs pass and some fail.

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