GEO courseModule 9 of 10: After the MentionLesson 9.1
AI Visitors: Tracking Them and the Pages They Land On
An AI visitor is someone who clicks a link in an AI answer and lands on your site. Tracking them shows which pages AI sends people to. But most of AI's influence never shows up as a click, so you also need to ask people how they found you.
Why it matters
AI sends few clicks, and many of those arrive with no label, so Analytics alone badly undercounts AI's influence on your enquiries.
The evidence
Evidence: Official guidance
OpenAI's and Google's own documentation for the tracking. Traffic size comes from large vendor studies, not UK property. Conversion claims are unproven.
Do this first
Add "AI assistant (ChatGPT, Gemini etc.)" to the "How did you hear about us?" options on your forms and call notes.
01What it is
A friend tells a stranger “go and see that shop”. Some walk straight in, some come back later, some just ring. Your door counter only counts the ones who walk in holding the friend’s note.
Think of it like
Counting the customers who say "your neighbour sent me". They're real and useful, but they're only some of the people your neighbour's good word actually brings in.
02Why it matters
To the people searching
Someone told your name by an AI often doesn't click: they search for you, or ring. And those who do click often land on your homepage, so it has to say in seconds what you do, where, and how to reach you now.
buyers
Arrive wanting property search, area information and a visible way to book a viewing.
tenants
Arrive wanting availability and a quick route to a viewing.
sellers
Arrive from "how much is my house worth?" and need a valuation route within one click.
landlords
Arrive from "should I use a letting agent?" and need fees and a call-back route within one click.
To Google, Bing and AI
Evidence: Official guidanceOpenAI says ChatGPT adds utm_source=chatgpt.com to links it sends, so those visits can be recognised. In 2026 Google added an "AI Assistant" channel to GA4's standard reports, covering ChatGPT, Gemini, Claude and others. Visits from Google's own AI Overviews and AI Mode aren't split out: they stay inside Organic Search. Visits with no referrer (some apps, copied links) land in Direct, and anyone told your name who then searches or phones never shows as AI at all. For scale: Semrush found AI sent under 0.15% of web visits in 2025 across 50,000+ sites. Evidence on whether AI visitors convert better is mixed, and none of it is about property.
- Share of all web visits sent by AI in 2025 (Semrush, 50,000+ sites)
- <0.15%Share of all web visits sent by AI in 2025 (Semrush, 50,000+ sites)
An agent example
A lettings agency finds 11 visits from chatgpt.com in a month, out of several thousand. Most land on the homepage; one sends a rental valuation request. The director doesn't read it as proof of anything. They add a short "what we do, where, and how to reach us" block to the top of the homepage, add an AI option to "How did you hear about us?", and keep counting. Three enquiries in the next month tick the AI box, though none of them came through the tracked clicks.
03Your turn
Check yours, then fix it
- 1In GA4, open Reports, then Acquisition, then Traffic acquisition, for the last 90 days.
- 2Look for an AI Assistant row. If there isn't one, switch the dimension to Session source / medium and look for chatgpt, perplexity, gemini, copilot and claude.
- 3Note the counts and the landing pages.
- 1Ask an assistant a prompt that should name you, and click your link.
- 2Check GA4's Realtime report: which source did it record?
- 1Open your homepage on a phone, as a stranger would.
- 2Without scrolling, can you see what you do, where, and how to get a valuation or book a viewing?
- 1Add "How did you hear about us?" to every form, call script and valuation booking.
- 2Include "AI assistant (ChatGPT, Gemini etc.)" as its own option, not hidden in "Other".
- 3Record the answer in your CRM against every enquiry.
- 1In GA4: Admin, Data display, Channel groups, create a group, add a channel called "AI assistants".
- 2Condition: Session source matches regex, built from the sources you actually see, for example: chatgpt|perplexity|gemini|copilot|claude
- 3Move it above Referral, because the first match wins.
- 1Add a "what we do, where, how to reach us now" block to the top of the homepage, linking to your fact sheet.
- 2Make sure fees, valuation and area pages each have a clear next step, without a pop-up or login in the way.
- Add tracking tags to your Business Profile, portal and email links with Google's campaign URL builder, so they aren't mistaken for other traffic.
Then: Don't forecast conversions from AI visits. Count them monthly, alongside self-reported AI enquiries, and look at the trend over months.
04Keep it up
Five minutes a month, as part of your monthly report (lesson 10.1).
That's lesson 9.1
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