How to measure AI traffic and conversions in GA4

Being named in AI answers is the first half of the job. The second half is the person who read that answer coming to your site and doing something: filling in a form, asking for a quote, buying. GeoMono reads that second half from your own Google Analytics 4 property. This article explains how to prepare GA4 for it. For the connection itself, see Connecting Google Analytics 4 to GeoMono.

Mark your conversions as key events

GA4 counts an event as a conversion only once it is marked as a key event. With no key event marked, GeoMono says "conversions are not measured"; it never shows that as zero conversions.

1. In GA4, open Admin > Data display > Events.
2. On the row of the event you count as a conversion, turn on the Mark as key event star.

Which events? The ones that mean a lead or a sale for your business:

• a form submission (generate_lead, form_submit)
• a quote or demo request
• a click on a phone, WhatsApp or email link
• a purchase (purchase) and a sign up (sign_up)

If the event you want is not in the list, there are two ways. If you have a thank you page, use Create event on the same screen to derive a new event from page_view with the condition "page location contains /thank-you", and mark that. Otherwise ask your developer to send the event from your site.

Separate AI visits in your own reports

GA4 groups some AI sources in its default AI Assistant channel, but the list can be incomplete. For a complete view in your own reports, set up a custom channel group:

1. Admin > Data display > Channel groups > Create new channel group.
2. Add new channel: name it "AI", with the condition Session source matches this regular expression:

^(chatgpt\.com|chat\.openai\.com|(www\.)?perplexity\.ai|claude\.ai|gemini\.google\.com|copilot\.microsoft\.com|chat\.deepseek\.com|grok\.com|(www\.)?meta\.ai)$

1. Move this channel above Referral in the list. The order matters: a session is written to the first channel it matches.

This group is for your own GA4 reports only. GeoMono applies the same source list itself and also counts GA4's AI Assistant channel, so the numbers do not change whether or not you set up the group.

Which page did they land on, and how many converted?

To see which of your pages AI sends people to, open a blank exploration under Explore:

• Dimensions: Session source and Landing page + query string
• Metrics: Sessions and Key events
• Filter: Session source matches the regular expression above

This table shows which page the people ChatGPT or Perplexity sent landed on, and which page converted them. A page that gets many visits and converts none is the first page to fix.

Where do you see this in GeoMono?

• On your brand's AI traffic page, in the Google Analytics section.
• On the Agent traffic page opened from your report: sessions from AI against all sessions, the conversions from those sessions, and each landing page's sessions and conversions.

The same page also shows which of your pages AI crawlers read and which they never read. Seeing the page that is read, the page that is cited and the page that brings visitors side by side is the point of GEO.

Why are these numbers a floor?

• Apps often do not say where a visitor came from; those visits show as Direct in GA4.
• Visitors who refuse cookies are not counted in GA4 at all. On a site with a cookie consent banner GA4 may see only a small part of real visits; GeoMono's measurement installed on your site counts requests regardless of that choice, and the two numbers are never added together.
• Visits from Google AI Overviews and AI Mode count as Organic Search.

So the AI number in GA4 is "at least" this much. A small number does not mean AI sends you no visitors.