Scrunch recommends tracking two types of AI traffic—AI agent visits and AI referrals—to figure out which AI tools are sending the most traffic to a website.

Additional context: Tracking AI agent traffic reveals how often different AI platforms crawl a website for different purposes. Tracking AI referral traffic reveals how often humans click through to a website from different AI platforms.

Example

For example, a Scrunch user would track both by:

AI agent traffic

• Opening the Agent Traffic tab to see which AI models are crawling their site, how often, and which webpages they’re landing on.
• Agent Traffic data is captured via the user’s CDN or web service provider and distinguishes between training bots, indexer bots, and retrieval bots.

AI referral traffic

• Opening the AI Referrals tab to see AI-sourced sessions, views, and conversions from different AI platforms, as well as which pages the traffic is being directed to.
• AI Referrals data is captured via the user’s Google Analytics 4 property.

Follow-up question: What's a good benchmark for AI bot traffic versus human traffic on my site?

There's no universal benchmark, but the share of AI bot traffic is steadily growing across industries while human traffic declines.

Scrunch recommends focusing more on the mix of traffic and what it signals versus aiming for a specific ratio.

A useful rule of thumb is to treat retrieval bot traffic as the closest proxy to human intent because it’s tied to live prompts. Training and indexing traffic are more related to general discoverability.

Users should concentrate on whether retrieval traffic is growing and whether it’s coming from the platforms they care about.