AI traffic analytics software
AI traffic analytics: track visits from AI chatbots and agents
See traffic coming from AI assistants as well as agents and chatbots visiting your website in dedicated Matomo reports. Measure visits from tools such as ChatGPT, Gemini, Perplexity and Claude, distinguish automated AI activity from human visits, and analyse how AI-driven traffic contributes to engagement and conversions.
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Understand how AI is changing your website traffic
Separate human visits from automated AI activity, and compare AI-referred traffic with search, social, campaigns and other acquisition channels.
AI referral tracking
See which AI assistants send you human traffic. With the dedicated AI Assistant acquisition channel, you can identify human visits from link clicks inside AI assistants. Track AI referral trends, which landing pages are receiving AI-driven visits, and what AI-referred visitors are doing. Compare AI assistants to search, social, and other acquisition channels.
AI chatbot and agent tracking
See how AI systems access your content. Separate AI activity from human visits by recording supported chatbot requests separately. See chatbot requests, the unique URLs or documents they access, CTR, and activity over time. With AI Agent Overview, you can compare agent vs human visits, visit duration, actions per visit, bounce rate, and total actions.
AI segmentation in full analytics
Put AI traffic alongside web, app, and campaign analytics in one place. Segment AI referral data to compare AI referrals with search or social on visits, conversion rates, revenue, and engagement. Compare AI agents directly with human visitors and connect AI referrals to Goals, Ecommerce, Funnels, and Custom Reports.
How Matomo tracks AI traffic
Matomo tracks three main types of AI traffic separately: AI referrals, chatbots, and agents.
- Track human traffic from AI assistants
Matomo identifies the human visits that arrive from a link within an AI-generated answer and displays them in the dedicated AI Assistants Channel. See when visits come from ChatGPT, Claude, Gemini, Copilot and Perplexity in the Acquisition reports. Compare AI referrals against search, social, and other channels. Explore landing pages, behaviour, goals, conversions and revenue with AI-referred segmentation. - Track the AI chatbos reading your content
AI chatbots don’t load your pages the same way human visitors do, so standard JavaScript tracking can’t capture that activity. Matomo’s AI Chatbot reports use server-side telemetry to show how often chatbots access your site and how they do so. See which pages and documents they request, and which requests result in acquired visits. Use Overview and Over Time reports to monitor requests, CTR, and access errors. - Track AI agents and compare them against human visitors
AI agents can autonomously browse or interact with a site in response to a prompt, so it’s important to distinguish them from other traffic. AI Agent Overview separates agent and human visits, with side-by-side metrics for visit frequency, duration, actions per visit, bounce rate, and total actions. Investigate how automated activity differs from human behaviour. - Keep human data clean with separate chatbot telemetry
Don’t judge human acquisition and conversion performance with numbers inflated by AI chatbot requests. Matomo processes AI chatbot telemetry in a dedicated no-visit mode. You won’t have visitors, sessions, or attribution data muddied by chatbots. Monitor chatbot demand independently and keep human traffic and conversions clean.
Turn AI traffic into usable evidence
See what AI traffic is actually contributing, how it compares with human activity, and where it deserves attention. Separate AI referrals, chatbot and agent activity from human acquisition and conversion data so you can clearly judge their impact.
- See AI-driven discovery instead of losing it in Direct traffic
Matomo reports recognised AI referrals in a dedicated acquisition channel, so you can see which visits come from AI assistants rather than treating them as unexplained Direct traffic. Compare AI-referred visits with search, social, and campaigns to understand how AI contributes to discovery. - See how AI bots consume your content
AI’s relationship with your site is complex, and human referrals are only one aspect of AI activity. AI crawlers and bots act differently. Matomo separates automated AI activity from human visits, so you can see which AI systems access your site, how frequently they do so, and which content they request. Understand where machine traffic is concentrated without mixing it into human acquisition or conversion reporting. - Get unsampled numbers and make real decisions
It’s difficult to evaluate the underlying numbers when the data is sampled. Matomo uses the complete analytics dataset without report sampling. This includes changes in AI traffic, engagement, and conversion performance. When query limits are exceeded, GA4 may sample some analyses. Matomo treats complete data as essential, especially for emerging acquisition sources. - Attribute conversions and revenue to AI sources
Is AI delivering business value? Connect AI-referred visits to Goals, ecommerce performance, conversions and revenue. See which sources generate meaningful outcomes and which generate visits. Ecommerce teams can see whether AI discovery really contributes to purchases and revenue and whether AI is a channel worth further investment. - Keep your AI, web, app, and campaign data in one platform
Compare AI with other channels without moving between separate reporting tools. Analyse AI referrals with acquisition, engagement, conversions, and revenue in one analytics platform.
Own your AI traffic analytics data
AI may change how people discover your site, but it shouldn’t change who controls the resulting analytics data. Whether you choose Cloud or On-Premise, your analytics data is yours. With Matomo Cloud, your data is hosted in Frankfurt, Germany, on Matomo’s EU-based servers. With Matomo On-Premise, you choose the infrastructure and location yourself. Matomo is privacy-first by design. Take control of your data with support for GDPR, CNIL, and CCPA compliance. Matomo doesn’t sell data or feed it into advertising ecosystems. Measure emerging AI channels and keep ownership and data sovereignty central to your AI traffic analytics.
100% data ownership
GDPR · CCPA · HIPAA
Self-hosted or EU cloud
3 sequentials easy steps
Create your Matomo account or install Matomo
Choose either Matomo Cloud for hosted setups or install Matomo On-Premise on your own infrastructure. Pick a deployment option that works for you, your team, and your data requirements. Connect the site you want to analyse.
Set up Matomom tracking and enable AI reports
Use the Matomo tracking code or supported CMS integration like WordPress, for example. Once tracking is running, you can identify AI referrals in your existing analytics setup.Enable Matomo’s dedicated reporting for AI Assistants, AI Agents and AI Chatbots to separate human referrals, autonomous AI activity and chatbot telemetry. Additional setup or supported integrations required for certain AI activity.
Analyse AI alongside other analytics
Compare AI-referred visits against search, social, and campaigns. Monitor AI agent and chatbot activity separately. Understand where AI influences discovery, behaviour, and business outcomes with engagement, conversion, and revenue data.
Choose how to host your AI traffic analytics
You can run Matomo as a cloud service or keep your analytics on your own infrastructure.
Matomo Cloud
Included
- Hosted for youMatomo Cloud takes care of your hosting and the day-to-day operation of the analytics platform.
- EU data hostingYour data is hosted in the EU with Matomo's servers in Frankfurt, Germany, and Dublin, Ireland.
- Automatic updatesMatomo handles software updates and maintenance.
- Get started quickerStart analysing your AI traffic more quickly without having to set up and maintain your own servers.
Matomo On-Premise
Paid add-on
- Free open-source coreDownload and run Matomo on your own data infrastructure.
- Control your data on your serversChoose exactly where your data is stored, with full control over servers, access, and infrastructure.
- Designed with regulated sectors in mindMore control for healthcare, finance, the public sector and anyone who needs closer control over data location and infrastructure.
- Same familiar features and UXMatomo's interface and UX are the same whether you choose Matomo Cloud or Matomo On-Premise.
Explore more Matomo features
Heatmaps
Use Heatmaps to see how visitors click, scroll, and interact after an AI assistant refers them to your site.
Session Recordings
See how individual users interact with pages. Session Recordings replay individual visits so you can investigate the clicks, scrolling, page changes and interactions behind AI referral performance.
Campaign Tracking
Measure campaign performance and compare AI-referred traffic with paid, email and other tracked campaigns.
What teams see with Matomo AI traffic analytics
Real wins from teams using AI traffic analytics that respect privacy.
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« We’re so glad that we’ve found Matomo to help bridge that gap to provide accurate, first-party data for our clients. »
Chief Growth Officer, CRO:NYX Digital
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« Our concern with only using free products for our web analytics was the data would be limited, and worse maybe misleading. We needed a quality solution that we could rely on to make critical business decisions and would be good not just for our team but for users too.«
Founder, Property Investments UK
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« When we look at the quality of the data we have, we actually got exactly what we needed. »
Chief Marketing Officer, Climeworks
Learn more
Go deeper on the topic with our guides and resources.
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All-in-one analytics vs connected analytics stack: How to choose
The AI visibility gap: What happens before the website visit?
Frequently Asked Questions
What is AI traffic analytics?
AI traffic analytics measures how AI systems access content and affect website traffic. This can include human visitors who are referred to content after clicking a link in an AI assistant, or content accessed directly by AI chatbots or agents.
What is the difference between AI traffic and AI crawlers?
AI referral traffic refers to people who get an answer from an AI assistant and then click the link or recommendation. AI crawlers index or collect content. AI chatbots and agents access content directly and don’t necessarily behave like human visitors. Matomo reports these separately. Remember that crawlers used purely for indexing or model training are excluded from Matomo’s AI Agent and AI Chatbot reports.
Which AI sources can Matomo track?
Matomo’s AI Assistants channel recognises referrals from ChatGPT, Claude, Gemini, Copilot, Perplexity, Le Chat, Meta AI and iAsk. Detection depends on the referral signals AI providers make available and may change as their infrastructure or identification methods evolve.
Is AI traffic GDPR compliant?
Matomo provides privacy and GDPR controls, though compliance is ultimately your responsibility, not an inherent trait of the traffic itself. Configurations depend on the data being collected, your lawful basis, local requirements, and whether consent is required or exempt. Be sure to assess your own implementation since compliance is rarely automatic.
How does hosting work and is it free?
Matomo On-Premise is free to download and host on your own infrastructure. Matomo Cloud is a paid, fully managed service. With Cloud, Matomo handles hosting, maintenance, and updates for you. With On-Premise, you control the servers, data location, and infrastructure. More details are available on the Matomo pricing page.
Reveal the hidden impact AI traffic has on your sites
Track AI referrals, chatbot requests, and agent activity in a single analytics platform. Connect AI visits to key outcomes