How to Track AI Search Traffic in Google Analytics 4: A Step-by-Step Guide for Law Firms

Why Law Firms Should Track AI Search Traffic

People aren’t just searching on Google anymore — they’re asking AI tools like ChatGPT, Perplexity, and Google AI Mode for answers. That includes legal advice. These tools can now refer users to law firm websites, often skipping traditional search engines entirely.

But there’s a catch: GA4 doesn’t automatically show this kind of traffic. If you don’t set things up the right way, you could be missing out on key data that shows how people find your firm.

Can You Track AI Search Traffic in GA4?

Yes — but you have to set it up yourself (or have your outsourced legal marketing agency do it for you.) Google Analytics 4 doesn’t include AI referrers by default. With a bit of configuration, though, you can build a custom report that surfaces traffic from:

• ChatGPT
• Google AI Overviews
• Perplexity
• Bing AI
• Claude (Anthropic)
• and others

Pro Tip: You won’t need any extra software. This guide uses features already built into GA4.

How to Build a Custom AI Search Traffic Report in GA

Step 1: Open the “Explore” Tab

Log into GA4 and head to the Explore section. Choose Blank to start a new report.

Step 2: Name Your Report

Call it something like AI Search Traffic and set the time frame to the last 30 days.

Step 3: Create a Segment for AI Traffic

1. 1. Click the “+” next to Segments and choose Session segment
   2. Name it AI Search Segment
   3. Set the condition to: Session source → matches regex
      ^.*ai|.*\.openai.*|.*copilot.*|.*chatgpt.*|.*gemini.*|.*gpt.*|.*neeva.*|.*writesonic.*|.*nimble.*|.*outrider.*|.*perplexity.*|.*google.*bard.*|.*bard.*google.*|.*bard.*|.*edgeservices.*|.*astastic.*|.*copy.ai.*|.*bnngpt.*|.*gemini.*google.*$ (Taylor)
   4. Click Apply

   This filters traffic coming from common AI tools.

   Step 4: Add Key Dimensions

   In the Dimensions panel, include:

   • First user source/medium
   • Landing page + query string

   Step 5: Add Metrics

   From the Metrics panel, include:

   • Sessions
   • Users
   • Views

   Step 6: Visualize the Report

   Now pull it all together:

   • Drag your AI Search Segment into the Segment Comparison section
   • Add First user source/medium to the Rows
   • Drop your chosen metrics into the Values section

   Want a simpler view? Use a heatmap or plain text instead of a bar chart.

   What This Report Tells You

   By setting up a custom AI traffic report in GA4, you’re doing more than just tracking clicks — you’re uncovering how modern users are finding your law firm online in a rapidly changing search landscape.

   Here’s what the data helps you understand:

   1. Which AI Platforms Are Referring Visitors

   You’ll be able to see traffic broken down by sources like ChatGPT, Google AI Overviews, Bing AI, and others. This tells you which platforms are actually referencing your content and driving visits to your website.

   Example: If you notice spikes in traffic from “perplexity,” you’ll know that your content is appearing in responses on the Perplexity AI platform. That insight can influence where you spend your content optimization time.

   2. What Pages Are Being Discovered via AI

   When you view the Landing page + query string dimension, you can identify which pages are being linked or shown by these AI tools. This can uncover which blog posts, practice area pages, or resources are gaining traction in AI responses.

   Example: If your “Slip and Fall Case Timeline” page shows up consistently, it may be a strong candidate for further optimization or repurposing in your digital strategy.

   3. Emerging Trends

   Because AI tools often surface trending or authoritative content, this report acts like a radar for new search behavior. When you see a sudden increase in AI-sourced traffic to a particular page, it might indicate that topic is becoming more relevant or timely.

   Why This Matters for Your Law Firm’s Website Analytics Strategy

   AI-driven search is quickly becoming the next frontier in digital visibility. If you’re only optimizing for traditional Google search results, you’re missing a growing segment of users who are turning to AI tools for legal answers.

   Here’s why it’s worth your attention:

   1. AI Tools Are the New Gatekeepers

   Platforms like ChatGPT and Google AI Overviews aren’t just answering questions — they’re recommending sources. If your content isn’t being picked up by these tools, you’re invisible to users who never even visit a search engine results page.

   Implication: The earlier you start monitoring and optimizing for AI visibility, the more ground you’ll gain over firms that wait.

   2. Content Optimization Shifts

   Knowing what pages AI tools are linking to helps you tailor future content. You can double down on the topics and formats that are working and make sure those pages are technically sound and rich with trustworthy, accurate information — key for both AI and SEO success.

   3. Future-Proofing Your SEO

   The SEO landscape is evolving. Google is blending AI overviews with standard search, and tools like Perplexity are becoming trusted research assistants. By adapting now, you’re preparing your firm for the next phase of search, not just the current one.

   Final Thoughts: Don’t Miss Out on AI Traffic

   AI tools are changing how people search — and how they find your firm. Tracking this traffic is no longer optional.

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