Here's how to create a simple LLM referral report in GA4:
๐๐ญ๐๐ฉ ๐: ๐๐๐๐๐ฌ๐ฌ ๐๐๐ ๐๐ง๐ ๐๐๐ฏ๐ข๐ ๐๐ญ๐ ๐ญ๐จ ๐๐ฑ๐ฉ๐ฅ๐จ๐ซ๐
1. Log into Google Analytics (GA4).
2. Click on "Explore" in the left-hand menu.
3. Click on "Blank" to start a new exploration.
๐๐ญ๐๐ฉ ๐: ๐๐๐ญ ๐๐ฉ ๐ญ๐ก๐ ๐๐ฎ๐ฌ๐ญ๐จ๐ฆ ๐๐ฑ๐ฉ๐ฅ๐จ๐ซ๐๐ญ๐ข๐จ๐ง ๐๐๐ฉ๐จ๐ซ๐ญ
1. Rename the Report
โช๏ธ Click on "Untitled Exploration" and rename it to something like:
"LLM Referral Traffic & Key Events"
2. Add Dimensions
Track traffic from ChatGPT, Gemini, Perplexity, and any other LLMs of interest.
โช๏ธ Click the "+" sign in the Dimensions section.
โช๏ธ Search for and select the following dimensions: session source/medium AND Page referrer โย these will help filter referral traffic.
โช๏ธ Click "Import" to add them.
3. Add Metrics
Add the key metrics you want to track for each LLM referral source:
โช๏ธ Click the "+" sign in the Metrics section.
โช๏ธ Search for and select:
โย Sessions
โย Key Events
โย Anything else you want to track
โช๏ธ Click "Import" to add them.
๐๐ญ๐๐ฉ ๐: ๐๐๐ญ ๐๐ฉ ๐ ๐ข๐ฅ๐ญ๐๐ซ๐ฌ ๐ญ๐จ ๐๐ง๐๐ฅ๐ฎ๐๐ ๐๐ง๐ฅ๐ฒ ๐๐๐ ๐๐๐๐๐ซ๐ซ๐๐ฅ๐ฌ
โช๏ธ Drag Page Referrer into the Filters section
โช๏ธ Add the following "Matches Regex" filter:
^.*๐ข๐ช|.*\.๐ฐ๐ฑ๐ฆ๐ฏ๐ข๐ช.*|.*๐ค๐ฐ๐ฑ๐ช๐ญ๐ฐ๐ต.*|.*๐ค๐ฉ๐ข๐ต๐จ๐ฑ๐ต.*|.*๐จ๐ฆ๐ฎ๐ช๐ฏ๐ช.*|.*๐จ๐ฑ๐ต.*|.*๐ฏ๐ฆ๐ฆ๐ท๐ข.*|.*๐ธ๐ณ๐ช๐ต๐ฆ๐ด๐ฐ๐ฏ๐ช๐ค.*|.*๐ฏ๐ช๐ฎ๐ฃ๐ญ๐ฆ.*|.*๐ฐ๐ถ๐ต๐ณ๐ช๐ฅ๐ฆ๐ณ.*|.*๐ฑ๐ฆ๐ณ๐ฑ๐ญ๐ฆ๐น๐ช๐ต๐บ.*|.*๐ฃ๐ข๐ณ๐ฅ.*|.*๐ฆ๐ฅ๐จ๐ฆ๐ด๐ฆ๐ณ๐ท๐ช๐ค๐ฆ๐ด.*|.*๐ข๐ด๐ต๐ข๐ด๐ต๐ช๐ค.*|.*๐ค๐ฐ๐ฑ๐บ.๐ข๐ช.*|.*๐ฃ๐ฏ๐ฏ๐จ๐ฑ๐ต.*$
Note: you can use the source/medium contains filter to exclude anything that you want to remove from the report.
๐๐ญ๐๐ฉ ๐: ๐๐๐ฃ๐ฎ๐ฌ๐ญ ๐๐ข๐ฌ๐ฎ๐๐ฅ๐ข๐ณ๐๐ญ๐ข๐จ๐ง (๐๐ฉ๐ญ๐ข๐จ๐ง๐๐ฅ)
You can switch between:
โช๏ธTable View (for detailed breakdowns)
โช๏ธLine Graph (for trends over time)
โช๏ธBar Chart (for quick insights)
Add Date as a breakdown to see how referral traffic changes over time.
๐๐ญ๐๐ฉ ๐: ๐๐๐ฏ๐ & ๐๐ก๐๐ซ๐ ๐ญ๐ก๐ ๐๐๐ฉ๐จ๐ซ๐ญ
โช๏ธClick the "Save" icon to keep the report in GA4.
โช๏ธ(Optional) Click "Share" to create a link or export it as a CSV/PDF.
๐ฑ๐๐๐๐ ๐๐๐๐: Key Events are inflated in this report because the company had everything tagged as a Key Event. Generally speaking, we're seeing a trickle of direct conversions each month from LLMs.
I hope this is helpful! How is your LLM referral traffic and events trending?
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