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Where visitors came from, AI assistants included

Every client's GA4 by channel, landing page and device, with ChatGPT and Perplexity visits counted apart and drops explained.

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Lumen Skincare· Analytics · last 28 days
Sample data
Sessions
68,180
± 0%
Key events
2,176
↓ 1%
Visits from ChatGPT
2,120
↑ 3%

Where visitors came from

Sessions by kind of traffic

  • Paid26,710↑ 4%
  • Organic23,372↓ 5%
  • Direct8,977↑ 1%
  • Outreach4,199↑ 3%
  • AI assistants2,810↑ 3%
  • Referral2,112↑ 2%

AI assistants

Visits from links in an assistant's answers, ads left out

  • ChatGPT2,120 visits · 83 key events↑ 3%
  • Perplexity690 visits · 18 key events↑ 1%

Landing pages

Last 7 days against the 7 before, biggest losses first

  • /products/vitamin-c-serum4,600 → 2,656↓ 42%
  • /3,604 → 3,264↓ 9%
  • /blog/sensitive-skin-routine1,638 → 1,422↓ 13%
  • /collections/serums2,155 → 1,940↓ 10%
  • /products/niacinamide-serum1,787 → 1,635↓ 9%

Devices

Sessions, last 28 days

  • mobile50,841 · 75%↑ 2%
  • desktop15,589 · 23%± 0%
  • tablet2,015 · 3%↓ 1%
Lumen Skincare is one of the demo agency's made-up clients. These are the Analytics tab's cards on its numbers: the last 28 complete days against the 28 before, and landing pages over the last 7 days against the 7 before.
A flat total can hide a falling page. Lumen Skincare's sessions are within 0.1% of the 28 days before, and no sessions alert fired. But /products/vitamin-c-serum lost 42% of its visits in the last week, the same page Search Console says lost its clicks.

The weekly check, before and after

Working out where one client's visitors came from, and what changed.

Time you get back

3 h 20 min

A week, if you look after 10 clients.

For one client

By hand23 min
With MetricDeck3 min

Our estimate for checking one GA4 property a week by hand; yours will differ. The AI assistant exploration has to be kept up as new assistants appear, which MetricDeck does for you.

By hand

23 min
  1. 01Open the client's GA4 property, then Traffic acquisition, and set the dates against the period before3 min
  2. 02Read the channels and work out what Unassigned really was4 min
  3. 03Build an exploration that filters the sources down to AI assistants8 min
  4. 04Compare landing pages and devices to find where visits fell5 min
  5. 05Check the key events still add up against the visits3 min

With MetricDeck

3 min
  1. 01Open the Analytics tab: visits by kind, AI assistants counted apart1 min
  2. 02Read the landing pages and devices, or click one to filter everything to it2 min

What you get

  • Visits by kind of traffic

    Paid, Organic, Outreach, AI assistants, Referral and Direct, each against the period before, with the sources behind each.

  • AI assistants, counted apart

    Visits and key events from ChatGPT, Perplexity, Gemini, Copilot, Claude and the rest, without ads in ChatGPT mixed in.

  • Landing pages, devices, countries

    Each with sessions and key events for any period, the ones that gained and the ones that lost.

  • Filter it all by one thing

    Pick a kind of traffic, a source, a landing page, a device or a country, and the tiles and chart show only its visits.

  • A drop alert that points

    When sessions fall well below the site's own normal, with the devices that fell and the landing pages that lost the most.

  • Broken tracking, caught

    Key events falling while visits hold, or Google Ads clicks and Search Console clicks that Analytics stops seeing.

Why you can trust the numbers

  • They're GA4's own numbers, read through Google's API. MetricDeck only reads.

  • Recent days are read again and replaced each sync, so GA4's late reshuffles are never counted twice.

  • Visits are grouped by fixed rules, the ones in the questions below, never by a model's guess.

  • Code works out every total and change. The AI only explains them, and every figure it quotes is checked.

FAQ

Questions

How does MetricDeck spot visits from AI assistants?
A visit counts as from an AI assistant when GA4 files it under its own AI Assistant channel, or when it came from a known assistant's address: ChatGPT, Perplexity, Gemini, Copilot, Claude and others. Visits from an ad shown inside ChatGPT stay paid traffic, as they should.
How are visits grouped?
Into Paid, Organic, Outreach, AI assistants, Referral and Direct, from GA4's channel, source, medium and campaign. Email, SMS and links someone tagged by hand count as outreach, so a campaign GA4 can't place doesn't vanish into Unassigned.
When does it call a drop?
When a client's sessions over the last 7 days are 30% or more below their weekly average over the 4 weeks before; 50% or more is critical. The alert says which devices fell and which landing pages lost the most visits, so you know where to look.
Why do yesterday's numbers sometimes move?
GA4 first files fresh visits under Unassigned and moves them to their channel a day or two later. MetricDeck reads the last few days again on every sync and replaces them, so its numbers settle where GA4's do, never counted twice.
Can I see today's numbers?
Yes, on Starter and up: "Today so far" fetches today's Analytics and Ads numbers when you ask, at most every 10 minutes. A day that isn't over is never compared, charted or alerted on.
Does it work with Universal Analytics?
No: Google turned Universal Analytics off. MetricDeck reads GA4 properties, read-only.

More of what MetricDeck does

See where every client's visitors come from

Connect Google, pick each client's GA4 property, and the first sync fills the Analytics tab. Free for one project.

Start freeSee the live demo

Free for one client · No card · Read-only access