How to measure your brand's presence in AI

How to measure your brand’s presence in AI

Artificial intelligence (AI) has transformed the way and the platform where users search for information. With the launch of technologies such as Google AI Mode, Google Overviews and the growing use of LLMs like ChatGPT, Gemini and Claude, the rules of the SEO game are changing, since users no longer search exclusively on Google as they used to. One of the most visible effects of this transformation is the decline in traffic to websites due to the competition from these AI assistants, which directly impacts the analytical reports created by AI-focused SEO agencies.

In this article, we explain how to measure your brand’s presence in the new generative AI environments, the tools available to do so, and why traditional web traffic metrics are no longer sufficient to understand digital visibility in this new context. The lack of quantitative data remains a challenge for brands and SEO agencies, because although business generation is the true objective behind AI visibility, beyond visits or direct interactions with a website, every client likes to see quantitative analytics of their visits and mentions—something that today is impossible.

Why are website visits decreasing?

With the integration of Google AI Mode and Google Overviews, search engine results pages (SERPs) are undergoing a fundamental shift. These new modules allow users to obtain full answers directly on the results page without clicking on any website. This is severely affecting organic traffic to websites, especially for informational searches, although this does not necessarily imply a decrease in business generation.

Decrease in CTR in organic results

Recent studies show a significant drop in click-through rates (CTR) for top organic positions, due to the implementation of AI Overviews. For example, a GrowthSRC study from June 2025 revealed that the CTR of the first organic position decreased from 28% to 19%, a 32% decline. In the second position, the drop was even greater, falling from 20.83% to 12.60%.

Impact of “zero-click searches”

Zero-click searches, where users obtain all the information they need directly from the SERP without clicking any link, are becoming increasingly common. This is especially true for informational searches, where AI assistants like ChatGPT, Google Gemini and Claude offer full answers. According to the GrowthSRC study, in results where an AI-generated preview appears, the CTR on the first link decreases by 40% or more, with many searches no longer requiring interaction with traditional websites. For example, imagine someone wants to hire your service, Google AI Overviews recommends your company, and the user then asks for your phone number, calls you, and you close the sale. Zero visits to your website—but business achieved.

How to measure visits coming from ChatGPT in Google Analytics

Although visits from ChatGPT or any other generative language model cannot be tracked in the same way as traditional visits from search engines like Google, it is possible to implement certain strategies to measure indirect referral traffic and track the behavior of users who may have interacted with AI before visiting your website. To do this, we will use UTM tags and custom events. Below are some methods:

UTM tagging to track links shared by ChatGPT

One of the most effective ways to measure ChatGPT traffic in Google Analytics is by using UTM tags on links you provide to users through AI-generated content. If you know your content is being used in a ChatGPT conversation or if you have the opportunity to share links with users, you can add UTM parameters to those URLs.

Steps to implement UTM tags:

• Create a link with custom UTM parameters to identify the traffic source. For example:

https://www.yourweb.com/exemple-site?utm_source=chatgpt&utm_medium=referencie&utm_campaign=visibility-ia

In this case, utm_source identifies that the traffic comes from ChatGPT, and utm_campaign can be used to identify the campaign or content piece shared.

• Share this link within AI-generated responses, or monitor whether users share it after interacting with ChatGPT.
• In Google Analytics, go to Acquisition > All Traffic > Channels or Acquisition > Source/Medium to see traffic coming from ChatGPT or from the specific campaigns you configured.

Using custom events to track interactions

If your brand has an interactive website where users can obtain personalized responses or perform actions on the page (such as a chatbot, a contact form, or a quiz), you can set up custom events in Google Analytics to track user interactions.

For example, if a user arrives at your site after interacting with ChatGPT and fills out a form or uses an internal tool, you can configure an event in Google Tag Manager to record this action as a conversion. This type of event can be used to measure direct interactions from users who may have arrived due to AI recommendations.

Monitoring “Referral” or “Direct” traffic in Google Analytics

When users visit your website after interacting with ChatGPT or other AI models, the traffic may appear as direct or referral traffic, depending on how the link was accessed.

• Direct traffic: If the user copies and pastes the AI-generated link directly into their browser, the traffic will show up as direct in Google Analytics.
• Referral traffic: If the link is shared through a platform that Google Analytics can identify (forums, social networks, or even a chatbot on a web service), it will be registered as referral traffic.

Although it is not possible to know with certainty whether a user arrived via ChatGPT, you can observe traffic sources in Google Analytics. In Acquisition > All Traffic > Referrals, you can identify where the users came from and whether there is correlation with forums, chats, or AI tools.

Monitoring mentions through the Google Search API

As traffic from AI assistants like ChatGPT or Google AI Mode increases, mentions of your content in AI-generated responses may also grow. In this case, Google Search Console becomes a useful tool to analyze your website’s performance in search results, including those generated by AI.

You can link Google Analytics with Google Search Console to obtain more data about the keywords driving traffic to your site. Although Google Analytics will not provide direct information on whether a user arrived from ChatGPT, you will gain valuable insight into which AI-generated terms or phrases may be leading users to your website.

By using UTM tags, custom events, and the analysis of direct and referral traffic, brands can gain a better understanding of how their AI presence is influencing traffic and interactions. Although these techniques are indicative and not 100% exact, they represent an important step toward linking AI visibility with real conversion and performance data.

What analytics tools should you use to measure your brand’s presence in AI?

With the decline of traditional web traffic, it is increasingly important to understand how to measure your brand’s presence in these new AI-generated environments. Tools that track mentions and brand visibility in LLMs such as ChatGPT, Claude and Gemini allow you to monitor how your brand is represented, although without traditional quantitative traffic metrics. Below are some tools that help brands measure their AI visibility. They all work in a similar way: you provide the prompt, they compare you with competitors, and they show your visibility (based on the given prompt). In no case can any tool provide quantitative metrics on user behavior, such as conversions or traffic generated — and worse yet, none of the companies we consulted expect this to be possible in the short or medium term. Moreover, all these tools are quite expensive, starting at €40/month for 1 project and 40 prompts…

LLM Pulse

This is one of the most advanced tools for monitoring brand visibility in AI. Created by a company in Barcelona, it allows you to track how and when brands are mentioned in AI-generated responses, especially in models like ChatGPT, Claude and Perplexity. It provides metrics on mention frequency and how your content compares to competitors. But like the rest of the AI visibility tools, LLM Pulse does not offer quantitative data on website traffic or how mentions convert into visits or sales. One advantage is its price.

A typical visibility metrics panel from LLM Pulse looks like this:

And sentiment toward the brand in LLMs:

All of this is based on prompts indicated like so:

Semrush AI Toolkit

Semrush is probably the most popular platform among SEO specialists, and its AI Toolkit is designed to measure brand visibility in AI environments. Through this platform, you can track how your brand is mentioned in ChatGPT, Claude, Perplexity and other AI models, obtaining insights about your brand’s effectiveness within these systems. The AI Toolkit integrates well with the rest of Semrush’s SEO functions, allowing brands to get a more complete view of their AI performance. With Adobe’s recent purchase of Semrush, we will see whether the platform’s pricing increases further.

As you can see, Semrush’s panel is almost identical to LLM Pulse and other AI visibility tools:

 
And the prompt screen:

Peec AI

Peec AI is another tool that allows brands to track visibility in AI environments. It analyzes not only direct mentions but also the context of user questions that trigger AI responses related to your brand, providing deeper insight into user–AI interactions.

Ahrefs Brand Radar

Ahrefs, known for its powerful SEO analysis suite, has launched Brand Radar, a tool that tracks brand visibility in AI. It is designed to measure how brands are mentioned in AI search results and allows companies to compare their presence with competitors. Its main advantage is that SEO agencies don’t need to leave the tool—you have everything in one place.

SERanking AI Visibility Tracker

SERanking, another popular tool in the SEO ecosystem, has launched the AI Visibility Tracker, which allows brands to track how they appear in AI-generated responses. The tool tracks mentions across ChatGPT, Claude and other models, enabling comparative analysis with competitors.

The lack of quantitative data: why is it a challenge?

Although AI visibility tools offer valuable insight into brand presence, the main challenge is the lack of quantitative data. These tools focus on measuring mentions, but they do not provide data on real user behavior, such as clicks, time on page, or conversions. It is evident that these tools are still in an early stage, are expensive, and provide limited information. For SEO agencies used to creating highly detailed quantitative analytical reports through Google Analytics or Adobe Analytics, it feels like going back in time.

Conclusion: Business generation is what matters

Although AI visibility tools provide a way to measure brand presence in AI-generated results, what truly matters is business generation. A user may obtain all the information they need from ChatGPT, Claude or Google AI Mode and hire your service without ever visiting your website. This is a fundamental shift in SEO dynamics and requires strategic adaptation to remain competitive.

Although AI metrics remain limited, it is essential to maintain the importance of websites and quality content as the primary information source for language models. SEO for AI must work hand in hand with traditional SEO to ensure brands remain relevant both in organic search and in generative AI assistants.

At La Teva Web, we understand these transformations and offer SEO strategies for AI that combine the best of both worlds: traditional SEO with a clear vision of AI visibility. If your brand wants to ensure a strong presence both in traditional search results and AI-generated results, contact us.