Measuring AI agent traffic
Most analytics tools can't see AI agents: agents don't run tracking scripts. Everything we have on measuring agent traffic from your logs, AI referrals, and the numbers to report to your board.
Start hereWhy your analytics can't see AI agents, and how to measure agent trafficJavaScript analytics tags miss most AI agents. How to measure agent traffic from server and CDN logs, and what to track: who's visiting, who's real, and where they're blocked.Read the guide
Guides
Tracking visits and sales that come from AI assistantsHow to spot visits from ChatGPT, Perplexity and other AI assistants in your analytics, report them in GA4, and understand what attribution misses.
Agent readiness KPIs: what to report each monthA monthly agent readiness report in six measures: AgentScore, agent visits, verification, blocks and errors, Ghost Agent pass rates and AI referrals.
Finding the errors AI agents hit, in your server and CDN logsHow to find the 403s, 429s, challenges, timeouts and server errors AI agents hit in your logs, with example queries and how to separate real agents from fakes.
Benchmarking your agent readiness against competitorsHow to benchmark agent readiness against competitors fairly: AgentScore on each site, categories not totals, store study context and hand checks.
Tracking how AI assistants describe your brandHow to track what AI assistants say about your brand: a fixed question set, competitors, answers recorded over time, fact checks and fixing the source.
From the blog
Agent traffic isn't bot trafficLumping AI agents in with scrapers hides customers. Why agent traffic needs its own categories, rules and reports, and how to start separating it.
How to explain agent readiness to your boardA one-page way to explain agent readiness to your board: what's changing, the risks, what to measure and what to ask for, without hype or invented numbers.
Who owns agent readiness?Agent readiness spans e-commerce, SEO, developers, security and legal. Who usually fixes what, and how to give the work one clear owner.
Free tools
Terms to know
- Agent traffic Visits from AI agents of every kind.
- AI referral A person who arrives at your site by clicking a link in an AI assistant's answer.
- Crawls per AI referral How many pages an AI company's agents fetched for every visitor its assistant sent you.
- User agent The name a visitor sends with every request to say what it is, such as a browser version or GPTBot.
- Verification Checking that a visitor claiming to be a known agent really is, using the proof its operator publishes: IP ranges, reverse DNS or a signature.