ChatGPT Traffic Is Growing 206% in 2025—How to Measure It in GA4 and Semrush

Semrush’s analysis of 17 months of clickstream data shows that outbound referral traffic from ChatGPT grew 206 % in 2025, indicating a rapidly expanding channel for web traffic. The article explains how to capture this traffic in Google Analytics 4 by filtering the session source to “chatgpt.com” and adding key events to track conversions. It also notes that AI platforms often omit referrer data, so some ChatGPT traffic may appear as direct traffic, which can be mitigated by inspecting landing pages and query strings.

To benchmark performance, the piece recommends using Semrush’s AI Traffic dashboard, where you can compare your domain against up to four competitors and view traffic distribution, trend graphs, and top‑growing pages. The dashboard also provides AI visibility metrics such as citations, mentions, and sentiment, which help explain why certain pages attract more ChatGPT traffic. The article highlights that visitors arriving from ChatGPT tend to have a 50 % higher average order value or deal size than traditional search traffic, underscoring the commercial value of this channel.

Finally, the author shows how to automate reporting by scheduling email reports in GA4 or building custom PDFs in Semrush’s My Reports. By integrating GA4 key events, landing‑page data, and Semrush visibility widgets, teams can create recurring reports that keep stakeholders informed and guide content and review‑building strategies.