AI dark traffic
Visits influenced by AI answers that show up as direct, branded search, or unassigned. The chat never sent a referrer.
You will undercount AI’s role if you only look at chatgpt.com / perplexity.ai in acquisition.
Surveys and branded-query lift are the honest extras.
Examples
- ChatGPT names you. User Googles the brand and clicks sitelink. GA says Google. The assist was chat.
Related terms
AI-referred traffic is visits that come from chat and answer products. Some show as referrals. A lot show up as direct or brand search.
A ghost citation is when an AI answer names your brand but does not link you. You got the shout, not the click.
Estimating the business effect of answers that never send a visit: branded search lift, surveys, assisted pipeline.
FAQ
Can I fix attribution perfectly? +
No. Get directional. Fight the CFO with mixed evidence, not fake precision.
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