How to figure out which AI tools are sending you the most traffic right now
Scrunch recommends tracking two complementary streams of AI-driven activity—AI agent visits and AI referrals—to see which platforms are driving traffic to your site and how it’s changing over time.
AI agent visits show which AI models are crawling your site, how often, and for what purpose.
AI referrals show how many humans are clicking through from AI platforms, which pages they land on, and how those visits convert.
Most AI influence is indirect. People often discover brands in AI answers, then visit later via search or direct. Use referrals to measure direct clicks, and agent visits as a leading indicator of demand and visibility.
What to measure in Scrunch
AI agent traffic (bots)
See AI bot traffic over time, by model, and by request type (training, indexing, retrieval).
Distinguish human vs AI bot traffic, view top bot agents and top content pages, and inspect recent bot requests.
Best for understanding exposure, discoverability, and live prompt activity (retrieval).
AI referral traffic (humans)
Track AI-sourced sessions and views, top AI sources, AI landing pages, and trend lines over time.
If your GA4 property tracks ecommerce or key events, compare conversion rates and revenue from AI vs non‑AI sources.
How to set it up
Set up Agent Traffic
Connect your CDN or host to Scrunch (Akamai, Cloudflare, Vercel, WordPress, and others). Follow the steps in the Agent Traffic collection.
Learn more: Connect your CDN or provider
Set up AI Referrals
In the same browser session you use for Scrunch, sign in to the Google account that has access to your GA4 property.
Open the AI Referrals tab and select the GA4 property from the dropdown.
Learn more: Connect GA4 to AI Referrals
If you don’t see the right property, confirm the Google account in your browser, refresh, or try an incognito window.
Where to look first
Session Source by Breakdown (AI Referrals)
See which AI platforms are sending the most sessions and views right now, with optional columns for Transactions and Purchase Revenue.
AI Views Over Time and AI-Originated Views and Sessions (AI Referrals)
Spot trend shifts by platform across your selected date range.
Top content pages and top bot agents (Agent Traffic)
Identify which pages AI agents hit most and which models are most active. Prioritize retrieval traffic as the closest proxy for live user intent.
Compare your brand to competitors
Scrunch’s Monitoring & Insights shows how your brand appears across AI platforms and helps you benchmark against competitors:
Track brand presence, mentions, and citations across AI platforms.
Measure share of voice versus competitors and how it trends over time.
Tie visibility to outcomes by correlating presence and citations with AI referrals and conversion performance.
Learn more: Monitoring & Insights
Supported AI platforms
Scrunch currently tracks eight major AI platforms for monitoring and analytics: ChatGPT, Claude, Gemini, Perplexity, Google AI Mode, Google AI Overviews, Meta AI, and Microsoft Copilot. Support for Grok is coming soon.
Details: Which AI platforms can Scrunch monitor?
There isn’t a universal benchmark for AI bot vs human traffic. Focus on your mix and trajectory:
- Treat retrieval bot activity as the closest proxy for live user intent.
- Expect AI referrals to be smaller than general web traffic but often higher quality.
- Track growth by platform and how it correlates with citations, share of voice, and conversions.