More and more traffic originates from AI chatbots like ChatGPT, Gemini, Perplexity, or Copilot. Marketers want to understand how often users reach their site via these systems.
This trend is closely related to the concept of Zero-Click Searches, which are known from search engines like Google. In such searches, users get the answer directly on the search results page (SERP) without clicking on a website. Similarly, AI chatbots often provide answers within the chat itself. Website traffic only occurs when a user actively clicks on a suggested link.
How do AI chatbots access my content?
AI chatbots interact with websites in four main ways:
Access Type | Description |
|---|---|
Model knowledge | No actual website request occurs — the chatbot generates content from its internal training data. |
Live requests (bots) | AI crawlers (e.g., GPTBot, PerplexityBot) fetch content directly. These appear in server logs but don’t execute JavaScript, so they aren’t tracked as visits in Mapp Intelligence. Depending on your setup (e.g., Noscript pixel or server-to-server tracking), such requests may still be recorded. |
User clicks (incl. in-app browsers) | A human clicks a link provided by a chatbot (e.g., via ChatGPT, Perplexity, Bing Copilot). This opens an in-app browser and behaves like a regular session — JavaScript fires, tracking works. Referrer (e.g., chatgpt.com) may appear, but due to privacy settings or link handling, these visits can also show up as Direct. |
AI-driven browsers (agents) | Some AI tools (e.g., ChatGPT Operator/Agent, Perplexity Comet) launch a full browser session themselves in the background, complete with JS execution and tracking. Technically, these visits appear in analytics just like User clicks — even though triggered by AI, not a person. |
What can I learn by analyzing chatbot traffic?
How often do people click on chatbot links to my site?
Such traffic is measured in Mapp Intelligence like any regular website visit, with all metrics available (Visits, Visitors, Page Impressions, Conversions, etc.).
If referrer data is transmitted, the chatbot source can be clearly identified and analyzed. If not, the visit appears as Direct traffic.
How often do visits come from ChatGPT?
ChatGPT always adds utm_source=chatgpt (a Media Code / URL parameter) when links are opened directly from the platform (web or mobile app).
This allows these visits to be clearly identified – provided that a campaign setup exists.
If a link is copied and shared outside of ChatGPT, the parameter may be lost.
As of September 2025, ChatGPT is the only major chatbot that provides such a parameter.
Can I measure chatbot sessions without a user click?
No. Bot requests that fetch content to display in a chatbot response do not appear as tracked traffic in Mapp Intelligence. They are only visible in server logs.
Why should chatbot traffic be measured as a campaign?
Referrers alone are limited. Only when chatbot traffic is defined as a campaign source can it be included in Customer Journey analysis and compared with other channels.
Recommendation:
Set up chatbot referrers or Media Codes as campaign sources and assign them to a dedicated channel (e.g., AI Chatbots).