AI Traffic Analytics Dashboard

The AI Traffic Analytics dashboard is the most important dashboard in the Analytics section of Spyglasses. It shows you when AI Assistants—ChatGPT, Gemini, Claude, Perplexity, Copilot, and others—cite your website as part of an AI chat, and when users click through those citations to visit your site.

What You'll Learn

In this guide, you'll learn:

What AI Bot Visits and AI-Referred Visits measure
Why click-through rates from AI are typically low
How to filter and analyze your AI traffic
How to use page intent classification

Prerequisites

This dashboard requires the Spyglasses AI Traffic Analytics plugin to be installed on your website. Without the plugin, no data will appear.

Key Metrics

AI Bot Visits

This number shows how many times AI assistants cited your website as part of an AI chat. Each time an AI platform references your content to answer a user's question, it counts as an AI Bot Visit.

This metric represents your AI visibility in action—real users asking questions and receiving your content as part of the answer.

AI-Referred Visits

This number shows how many times users clicked through from an AI citation to land on your website. These are actual visitors who came to your site after seeing it recommended in an AI response.

Understanding the Relationship

AI-Referred Visits are typically much lower than AI Bot Visits—often 0.5% to 2% of AI Bot Visits. This is completely normal.

Why? Most AI conversations end when the user gets their answer directly in the chat. There's no need to click through to your site because the AI already provided the information they needed. This is fundamentally different from search, where users must click to get answers.

Why AI-Referred Visitors Are Valuable

While the numbers are smaller, users who click through from AI citations typically have:

Higher purchase intent: They've already researched in the AI conversation
Better qualification: They chose to visit after understanding your offering
More context: They arrive knowing what you do and why it's relevant

These visitors come to your site far more qualified than typical traffic because they've had the opportunity to research before deciding to click.

Summary Cards

At the top of the dashboard, you'll see trend-enabled summary cards:

AI Bot Visits: Total citations with trend vs. previous period
AI-Referred Visits: Total click-throughs with trend
Unique Pages Cited: How many of your pages were cited
Average Intent Score: Aggregated intent across cited pages

Traffic Timeline

The main chart shows AI traffic over time, broken down by:

AI Bot Visits (citations)
AI-Referred Visits (click-throughs)

Use this to identify:

Patterns in when AI cites your content
Correlation between content changes and AI visibility
Day-of-week or time patterns

Filtering Your Data

Date Range Filter

Select from preset ranges or custom dates:

24 hours: Real-time monitoring
7 days: Recent performance (default)
30 days: Monthly view
90 days: Quarterly trends
Custom: Specific date range

AI Assistant Filter

Filter by specific AI platform:

ChatGPT
Claude
Gemini
Perplexity
Microsoft Copilot
Others

Use this to understand which platforms drive the most traffic and citations for your content.

Intent Filter

Filter by page intent classification to see which types of content get cited.

Learn more about intent classification at Page Intent Classification.

Page Filter

Filter to specific pages to see which content drives AI traffic.

Location Filter

Filter by country, region, or city to understand geographic patterns in your AI visibility.

Traffic Breakdown Views

By AI Assistant

See which AI platforms cite your content most frequently:

Volume of citations per platform
Click-through rates by platform
Trends over time

Different platforms have different citation styles. Some generate more click-throughs than others.

By Intent

Understand what types of content AI prefers:

Which intent categories get cited most
Click-through rates by content type
Opportunities to create more of what works

By Page

Drill down to individual pages:

Your most-cited pages
Pages with highest click-through rates
Pages that aren't being cited (opportunity gaps)

Taking Action

Optimize High-Citation, Low-Click-Through Pages

If a page gets many AI citations but few click-throughs, the AI may be providing enough information that users don't need to visit. Consider:

Adding unique content that requires visiting
Including compelling reasons to learn more

Create More of What Works

Identify pages with high citation rates and create similar content targeting adjacent topics.

Monitor New Content

After publishing new content, check AI Traffic Analytics to see if and when it starts getting cited. This indicates AI platforms have discovered and indexed your content.

Track Campaign Impact

Before and after content campaigns, compare AI traffic metrics to measure impact on AI visibility.

Best Practices

Don't Obsess Over Click-Through Rates

Low click-through rates from AI are normal and expected. Focus on:

Are you being cited for the right topics?
Is your brand being recommended accurately?
Are click-throughs converting at a higher rate than other traffic?

Spot emerging trends
Identify issues quickly
Track optimization progress

Getting Started - Install the tracking plugin
Page Intent Classification - Understand intent categories
Bot Traffic - See all bot visits including crawlers
Citation Intelligence - Deep analysis of citation patterns