Referrals

Referrals is your SEO and AI Traffic dashboard: a centralized view of your website's search visibility and crawler activity, built by pulling integrated data from Google Search Console and GA4. It specifically tracks bot visits so you can see how often AI crawlers from platforms like ChatGPT, Gemini, and Perplexity are accessing your pages. By comparing clicks, positions, sessions, and crawler hits against previous time periods, it helps your team confirm content stays accessible to AI engines while keeping an eye on overall organic search health.

Where the data comes from

Referrals blends two sources, and knowing which metric comes from which helps explain why some numbers update differently than others:

• Google Search Console: organic search performance — clicks, impressions, average CTR, and average position for your pages in Google search results. Shown with a GSC badge.
• GA4: session and user-level traffic, including the AI crawler breakdown. Shown with a GA4 badge.

Both connections need to be set up before this page has anything to show. See Connect Google Search Console and Connect GA4.

What counts as AI crawler traffic

Sessions get attributed to a specific AI model (ChatGPT, Gemini, Perplexity) based on how the visit arrived, typically its referrer or user agent identifying it as coming from that platform. This is what lets Referrals separate "an AI assistant sent someone to your page" from ordinary organic or direct traffic, and it's the same signal that powers the Referrers grouped by model breakdown below.

Filters

• Date range: the primary reporting window, shown alongside the Compare window it's being measured against.
• Last 28 days: the preset window selector.
• Compare: On/Off: toggle to compare the selected window against the equivalent prior period.
• Refresh: re-pull the latest data from Search Console and GA4.
• Category: filter the whole page down to a specific content category (defaults to All).

Pages Summary

Eight stat cards covering how your pages themselves performed in the selected window, each with a period-over-period change indicator:

• Sessions and Users — overall traffic and unique visitors to your pages.
• New Users — first-time visitors in the window.
• Organic Sessions (GA4) — sessions attributed to organic search specifically.
• Clicks, Impressions, Avg CTR, Avg Position (GSC) — Search Console's own ranking metrics.

Referrers Summary

Three headline metrics scoped to referral/crawler traffic specifically, each with its own change indicator:

• Sessions: total sessions attributed to referral/crawler traffic — a session is one visit, and a single visitor can register multiple sessions across a window.
• Users: unique users in that traffic. Because it's deduplicated, Users is always less than or equal to Sessions.
• New Users: the subset of Users seeing your site for the first time in that window. A high New Users share means a source is bringing in fresh audience rather than repeat visits.

Reading the change indicators

Each metric shows a delta like Δ +16 (+16.3%) beneath the number: the raw change and the percentage change versus the Compare window set in the filters, not versus an arbitrary prior period. Turn Compare off and these deltas disappear, since there's nothing to measure them against.

Top Performing Pages

A searchable, paginated table of your pages ranked by performance in the selected window. Includes a page-size control (20 / page) and its own Refresh, independent of the page-level filters above.

Top Referrers

A searchable table of referring domains or URLs (Search model or URL...), with its own date window and Refresh control, separate from the page-level filters.

Referrers grouped by model

A donut chart plus table breaking down traffic specifically by AI crawler (ChatGPT, Gemini, Perplexity), each with its own Sessions, Users, and New Users columns, and a toggle to switch the donut's distribution between Sessions / Users / New Users. This is the section that answers "which AI models are actually sending me traffic," as distinct from the page-level totals above it.