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The AI Demand dashboard shows what AI systems and their users do with your site. Retrieval and citation evidence lead the story; referral sessions and conversions are the undercounted visible tail.

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Accessing the Dashboard

  1. Select your project from the account home page
  2. In the sidebar, open AI Demand
  3. Review the dashboard

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Domain Filter

If your tracking snippet is installed on multiple websites or subdomains, a domain filter dropdown appears at the top of the dashboard. Select a specific domain to filter all charts and stats, or leave it on “All” to see aggregate data.

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Summary Stats

Four cards at the top provide an overview of your AI traffic:

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Total Traffic

The total number of events and unique sessions recorded across all traffic types. This is the sum of bot, referral, and other traffic.

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Bot Crawls

The number of events and unique sessions identified as AI bot crawlers (GPTBot, ClaudeBot, PerplexityBot, etc.). Higher bot crawl activity indicates more AI platforms are actively indexing your content.

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AI Referrals

The number of events and unique sessions attributed to an AI platform (ChatGPT, Claude, Perplexity, Gemini, Copilot). This is the visible referral tail, not the full measure of AI-driven demand.

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Other Traffic

All remaining traffic that is not classified as AI bot or AI referral. This provides context for the relative volume of AI traffic compared to your overall traffic. A line chart showing daily traffic volume over time. Four tabs let you switch between views:

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All Traffic

Shows three lines for bot, referral, and other traffic, letting you compare their relative volumes and trends over time.

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Bot Traffic

Shows individual lines for each AI platform’s bot activity. Use this to see which platforms crawl your site most frequently and how crawl patterns change over time.

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Referral Traffic

Shows individual lines for each AI platform’s visible referral traffic. This reveals which platforms have attributable visits and whether that visible volume is growing.

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Other Traffic

Shows per-platform breakdown of other (non-AI) traffic. Each view has an interactive legend. Click a platform name to show or hide its line on the chart. Hover over any data point to see exact counts.

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Platform Breakdown Chart

A horizontal bar chart showing traffic volume by AI platform. Tabs let you filter by traffic type (All, Bot, Referral, Other). In the All view, bars are color-coded and stacked to show the proportion of bot versus visible referral traffic from each platform. This helps you compare attributable visits with crawler activity without treating referrals as the full measure of AI-driven demand. Platforms displayed include:

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Top Pages Table

A sortable table showing the top 10 pages on your site by AI traffic. Columns include: Click any column header to sort ascending or descending. This helps you identify which pages AI platforms visit most and which pages receive the most AI-referred traffic. A multi-line chart showing the top 10 pages by traffic over the last 30 days (chart-specific window). Each page is a separate line, color-coded for easy identification. Features:
  • Interactive legend - Click page names to show or hide individual lines
  • Exclude Other toggle - Switch on to show only bot and referral traffic, filtering out non-AI visits
This chart helps you identify trending pages and see how visible AI activity for specific content changes over time.

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Empty State

If no traffic data has been collected yet, the dashboard displays a setup prompt with a link to the AI Traffic Settings page. Install your tracking snippet and wait a few minutes for data to appear.

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Dashboard Data Range

The dashboard defaults to the last 90 days of data for most charts and summary stats, keeping the default view focused on recent activity. Some charts use a shorter, fixed window, such as the Top Pages Trends chart’s 30-day window for recent page-level activity.

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Best Practices

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Monitor Bot Crawl Patterns

Track which AI bots crawl your site most frequently. If important content pages are not being crawled, review your robots.txt to ensure AI bots are not blocked from accessing key pages.

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Track Referral Growth

AI referral traffic is a lagging signal that some AI-driven visitors reached your site through attributable links. Growth in visible referrals can support the wider retrieval and visibility picture, but it does not measure total AI-driven demand. Use AI Demand alongside AI Search to connect retrieval evidence with its visible downstream tail:
  • AI Search shows whether AI platforms mention and cite your content in their responses
  • AI Demand shows what AI systems retrieve and the referral sessions and conversions that can be attributed
AI referrals are systematically undercounted because most AI-driven visitors arrive as direct traffic. Treat referrals and conversions as lagging, visible evidence rather than a complete linear funnel.

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Review Top Pages

The Top Pages data shows which content has the most visible AI activity. Use this to:
  • Identify content with the most visible AI activity
  • Understand which types of content attract the most AI-referred visitors
  • Prioritize content updates for pages that receive heavy AI traffic

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Troubleshooting

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No Data Appearing

  • Verify the tracking snippet is installed correctly (check page source)
  • Confirm tracking is enabled on the AI Traffic Settings page
  • Check that ad blockers are not blocking requests (set up a proxy if needed)
  • Wait a few minutes for initial data to appear

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Low Bot Traffic

  • Check your robots.txt file for rules that might block AI crawlers
  • AI bot crawling frequency varies by platform and is not under your control

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Low Referral Traffic

  • Low referral traffic does not measure total AI-driven demand because most AI-driven visitors arrive as direct traffic
  • Review your AI Search data to see if your presence rate is high but referrals are low
  • Consider improving your content to be more actionable, encouraging users to visit your site

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Next Steps