AI traffic is already in your analytics, whether you can see it or not. People now land on your site after asking ChatGPT. Autonomous agents browse your pages on someone’s behalf. Chatbots pull your content straight from your servers to answer a question. Left untracked, all of this quietly distorts your numbers.
Matomo separates the three so your data stays honest. This free guide shows what each AI report tracks, where to find it, and how to start in three steps. No technical knowledge required.
Download the guide and see your AI traffic clearly:
Three kinds of AI traffic, three reports
Not all AI activity works the same way, so Matomo tracks it from three angles:
- AI Assistants shows real people who arrived after clicking a link from an AI tool. It sits in Acquisition, next to Search and Social.
- AI Agents shows autonomous systems that browse your site the way a human would.
- AI Chatbots shows requests where an AI fetches your content straight from your servers to build an answer, often with no visit at all.
Why it matters for your numbers
When AI activity hides inside your totals, attribution slips and reporting gets shaky. Separating human visits from automated ones keeps your acquisition, engagement and conversion figures trustworthy, which matters the moment you brief leadership or compare channels. It also surfaces a new question worth watching: is AI becoming a real source of discovery for your brand?
Who gets the most from it
Growth marketers use AI Assistants to see whether AI tools already send real visitors, which feeds SEO and GEO strategy. SEO specialists open AI Agents to compare automated browsing with human behaviour. Content teams use AI Chatbots to learn which pages AI systems read most, then prioritise the content that shapes AI answers.
How to get started
Start with AI Assistants, since it needs no setup and shows AI referrals right away. Then check AI Agents to see how automated visits behave. Leave AI Chatbots for last, because it needs a one-time server-side setup, with instructions shown inside the report. The guide walks all three, in order.
Download the guide and start with AI Assistants today.
📚 Learn more
• What are AI Assistants in Matomo: https://matomo.org/faq/reports/what-are-ai-assistants-in-matomo/
• Track and analyse AI Assistant traffic: https://matomo.org/faq/reports/how-to-track-and-analyse-traffic-from-ai-assistants-like-chatgpt-in-matomo-reports/
• AI Chatbots Overview report: https://matomo.org/faq/reports/ai-chatbots-overview-report/
• AI Assistants user guide: https://matomo.org/guide/reports/ai-assistants/
