AI referral tracking: Which AI tools send trackable traffic?
What percentage of links does ChatGPT tag with UTM?
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Subscribe to email notificationsLast update: , based on daily monitoring of over 8,000 sources.
ChatGPT referral tracking by client
When ChatGPT sends neither an HTTP referrer nor UTM parameters, visits may appear as direct traffic in Google Analytics 4 and similar tools. This can leave a large share of your ChatGPT traffic unattributed.
| ChatGPT | Status | HTTP Referrer | UTM parameters |
|---|---|---|---|
| Desktop - web browser | OK | None | Available |
| Mobile - web browser | OK | None | Available |
| Desktop app | Bad | None | None |
| Android app | Bad | None | None |
| iOS (iPhone) app | Bad | None | None |
Referral tracking in other AI tools
| Client | Status | HTTP Referrer | UTM parameters |
|---|---|---|---|
| Claude web browser | Problematic | Partly | None |
| Claude app | Bad | None | None |
| Perplexity web browser | OK | Available | None |
| Gemini web browser | OK | Available | None |
| Google AI Overviews | Problematic | Available as Google.com (organic search) | None |
| Google AI Mode | Problematic | Available as Google.com (organic search) | None |
Google AI Overviews and AI Mode share the Google organic search referrer, so the referrer alone does not distinguish their visits from other organic search traffic.
The table reflects our own tests. Referral and UTM behavior can vary by device, AI model, link type, and whether you are signed in or out.
Last update:
About the data
Each day, we monitor over 8,000 sources shown in ChatGPT and check their URLs for UTM parameters.
We also regularly test whether HTTP referrer information is passed when users follow links from AI tools. Our tests cover the web versions and selected apps of popular AI tools, including ChatGPT, Gemini, Google AI Mode, Google AI Overviews, Claude, and Perplexity. You can find the date of the latest update below the tables.
Spotibo is a technical SEO & AI monitoring tool. We’ve also been providing SEO services for over 10 years. We focus primarily on long-term SEO project management and technical SEO.