UTM builder for AI traffic
Tag a single link, or generate one tagged link for every AI assistant at once. Everything runs in your browser — no URL you type here ever leaves your device.
AI source list last verified 2026-09-09
Existing query parameters and #fragments are preserved.
Keep one medium across every AI assistant so a single GA4 rule can catch them all.
Your tagged URL
Your tagged URL will appear here.
One tagged link per AI assistant
Same destination and campaign, one link for each assistant. Use these wherever you place or share links that an AI assistant might surface.
Your tagged URL will appear here.
GA4 channel group rules
Tagging only works on links you control. To see the rest, add a custom channel group in GA4 that catches both halves: the traffic you tagged, and the assistants that pass a referrer on their own.
- In GA4, open Admin → Data display → Channel groups and create a new group.
- Add a channel called "AI assistants" and give it both conditions below, joined with OR.
- Move the new channel above Direct and Referral so it claims those sessions first.
Condition 1 — Session source matches regex (traffic you tagged)
^(chatgpt|perplexity|gemini|claude|copilot|grok|deepseek|mistral|meta_ai|you|poe)$
Condition 2 — Session source matches regex (untagged referrals)
^(chatgpt\.com|chat\.openai\.com|perplexity\.ai|www\.perplexity\.ai|gemini\.google\.com|bard\.google\.com|claude\.ai|copilot\.microsoft\.com|edgeservices\.bing\.com|grok\.com|x\.ai|chat\.deepseek\.com|chat\.mistral\.ai|meta\.ai|www\.meta\.ai|you\.com|poe\.com)$
Why AI traffic needs tagging in the first place
A visitor who asks ChatGPT for a recommendation, gets your name, and clicks through usually arrives with no referrer at all. GA4 has nothing to attribute the session to, so it files it under Direct — next to bookmarks and typed-in URLs. The revenue is real; the credit lands nowhere.
Tagging every link you control fixes the half you own. The channel-group rules above catch most of the rest. What neither can tell you is which prompts produced the recommendation, or which sources the assistant read before it made one — that is the part we built the product for.
Read next
UTM parameter reference
What each parameter is for, and what GA4 does with it once it arrives.
| Parameter | Required | Example | What GA4 does with it |
|---|---|---|---|
| utm_source | Yes | chatgpt | Becomes Session source. Without it, GA4 falls back to the referrer — or to Direct when there is none. |
| utm_medium | Yes | ai_referral | Becomes Session medium and drives default channel grouping. This is the field your custom AI channel keys off. |
| utm_campaign | Optional | q4-geo-launch | Becomes Session campaign. Group everything belonging to one push under a single name. |
| utm_id | Optional | geo-2026-11 | A stable campaign ID. Use it when the campaign name may be rewritten but the reporting must stay joined. |
| utm_term | Optional | ai-visibility-tracking | Originally paid-search keyword. For AI traffic, use it for the prompt or topic the link answers. |
| utm_content | Optional | pricing-cta | Distinguishes two links pointing at the same page, so you can tell which placement did the work. |
AI assistants and their referrer hosts
The utm_source values this tool uses, and the hostnames each assistant passes when it passes one at all. Several pass nothing — which is exactly why the tagged-link workflow exists.
| Assistant | utm_source | Referrer hostnames |
|---|---|---|
| ChatGPT | chatgpt | chatgpt.com, chat.openai.com |
| Perplexity | perplexity | perplexity.ai, www.perplexity.ai |
| Google Gemini | gemini | gemini.google.com, bard.google.com |
| Claude | claude | claude.ai |
| Microsoft Copilot | copilot | copilot.microsoft.com, edgeservices.bing.com |
| Grok | grok | grok.com, x.ai |
| DeepSeek | deepseek | chat.deepseek.com |
| Mistral Le Chat | mistral | chat.mistral.ai |
| Meta AI | meta_ai | meta.ai, www.meta.ai |
| You.com | you | you.com |
| Poe | poe | poe.com |
Keep the source list current
The assistants change their referrer behaviour without announcing it. Download the list now, and we will email you when it changes.
No email needed to download. One message when the list changes, nothing else.
Frequently asked questions
UTM parameters are five optional key-value pairs you append to a URL — utm_source, utm_medium, utm_campaign, utm_term and utm_content — that analytics tools read to work out where a visit came from. They travel in the query string, so they survive redirects and copied links in a way the HTTP referrer does not.
GA4 needs utm_source and utm_medium to attribute a session to a campaign. utm_campaign is strongly recommended because it is what groups the links together in reporting. utm_term, utm_content and utm_id are optional and only worth setting when you have a specific question they answer.
Use a lowercase, stable token — chatgpt — and keep it identical everywhere. The exact string matters less than the consistency: GA4 treats ChatGPT, chatgpt and chat.openai.com as three different sources, which splits one channel into three rows. This tool uses the same token list for the links it builds and the GA4 regex it generates, so the two cannot drift apart.
Most AI assistants either strip the referrer or open links in a context that never sends one. With no referrer and no UTM parameters, GA4 has nothing to work from and assigns the session to Direct. Tagging the links you control removes the guesswork; a custom channel group catches the untagged referrals that do arrive with a hostname.
Not directly. A link someone else published, or a URL a reader pasted into a chat, carries no parameters you set. That traffic is only recoverable when the assistant passes a referrer — which is what the second GA4 condition on this page is for. Server log analysis closes more of the remaining gap.
Use a distinct value like ai_referral. GA4's default channel grouping already maps referral into its own channel alongside every other site that links to you, which buries AI traffic in the crowd. A dedicated medium gives you one condition that isolates it.
Yes. GA4 reports ChatGPT and chatgpt as separate sources, and the same applies to every other parameter. Lowercase everything and use hyphens or underscores instead of spaces.
No. Every URL is built in your browser and nothing is sent to a server. There is no account, no logging and no analytics on the values you type. The optional email field is the only thing on this page that transmits anything, and only when you submit it.
Tagged links tell you AI traffic arrived. Not why.
Targetlytics ties AI-sourced sessions back to the prompts, answers and citations that produced them — and to the revenue they turn into.
See AI revenue attribution
