We built Website Analytics to show two groups that ordinary analytics either mixes up or misses: the people who reach your site after asking an AI assistant, and the AI crawlers that read your pages for indexing, training or a live user request. It sits under Analytics > Website Analytics, in three tabs: Realtime, Visitors and Crawlers. Below we walk through each screen in the order we would set it up.
Why we built Website Analytics
When we started measuring AI visibility, the answers were only half the picture. An assistant can mention you, cite a page and send a shopper your way. None of that tells you what its crawler did on your site first, or whether the shopper stayed.
Tag-based analytics has a blind spot here. AI crawlers usually do not run JavaScript, so a GA4 tag never fires for them and they never reach your reports. Their visits are recorded somewhere else: in the logs of the CDN or host that serves your site.
So we built Website Analytics on two sources. Google Analytics 4 covers the human side: visitors, sessions, referrals and conversions. A crawler log source covers the bots. You need both to follow the chain from a model reading a page to a person landing on it from that model's answer.
The module belongs to the Visibility pillar, next to Answer Engine Analytics. That module measures what assistants say about you; this one measures what they, and the people they send, do on your site.
Start on the Dashboard
You can check whether data is flowing without opening Analytics at all. On the Dashboard, the Visitor & Crawl Analytics card shows AI Referral Traffic from GA4, tagged Human: live visitors, visitors, sessions, page views and event counts.
The right half of the card is the crawler side. Until a log source is connected it shows Setup Crawler Analytics, "Track crawler traffic coming from agents", which takes you to the connection step. The Actions list on the AI Visibility Dashboard carries the same reminder as a to-do, so it does not get forgotten.
The Visitor & Crawl Analytics card on the Dashboard. GA4 fills the human referral figures on the left; the Setup Crawler Analytics link on the right stays until a crawler log source is connected.
Connect GA4 and a crawler log source
Connections live on the Dashboard, in the Connections tab. We built it as a four-step setup: Visitor Analytics (GA4), Crawler Analytics, Webmaster Tools and CMS. Every step has Back and Skip, so you can connect what you have now and return for the rest.
The Crawler Analytics step asks for the CDN or host that serves your site, "to see which AI crawlers visit it." You can connect Cloudflare, Akamai, Vercel or Netlify. Choose the one that actually serves your pages, because that is where crawler requests are logged.
Step two of Connections. Each supported CDN or host has its own Connect button, and the step indicator at the top shows where you are in the four-step setup.
Visitors: people sent by AI assistants
The Visitors tab is the human side, and it works as soon as GA4 is connected. Pick a date range at the top, then read the screen from top to bottom.
The first row, Visitor Analytics, has five cards. Active Visitors updates every minute and is shown against sessions for the last 24 hours. Engagement Rate counts visits with meaningful interaction. Time on Site is the average visit from AI referrals. Bounce Rate counts visits that left after one page. Conversions are your GA4 key events. Each card shows its change against the previous period.
Traffic Analytics comes next, with one card each for ChatGPT, Perplexity, Gemini, Claude and Copilot. Every card shows the visits that assistant referred, its share of visits and the change against the previous period.
Below that, Platform Distribution charts AI-referred visits over time. Tick the assistants you want to compare: ChatGPT, Perplexity, Gemini, Claude, Copilot, Grok, DeepSeek, Mistral and Other assistants. The Platforms table beside the chart lists visits per assistant.
You will notice Google AI Mode marked Unsupported. Our explanation: it does not pass a referrer, so we cannot tell its visits apart from other traffic, and we would rather show that gap than guess at a number.
The Visitors view also flags pages that need work, with the sources and citations behind them, so the traffic figures lead back to specific pages you can improve.
The Visitors tab. Visitor Analytics on top, one Traffic Analytics card per assistant, then Platform Distribution with a checkbox per assistant and the Platforms table on the right. Note Google AI Mode marked Unsupported.
Crawlers: which bots read your pages, and why
Once a log source is connected, the Crawlers tab shows AI crawler visits, why they came and the pages they read. Before that, the tab shows a single prompt to connect a source, and its Connect button opens the same Crawler Analytics step.
The Crawlers tab before a log source is connected. The Connect button opens the Crawler Analytics step, and the tab fills in once a source serves the site.
With logs flowing, you see bot traffic and pageviews by crawler. In our testing the list included Googlebot, GPTBot, ClaudeBot, OAI-SearchBot and ChatGPT-User. Those are examples, not the limit of what the tab can show.
The view we use most is the split by purpose. Requests fall into three groups:
Training: bots collecting content to train models.
Indexing: crawlers building a search index.
User action: an agent fetching a page because a person asked an assistant something.
That split changes the conversation with your technical team. Letting training bots in is a policy choice. A user-action request is a live question being answered from your page.
Bot classification is best effort. Treat the labels as a strong guide, not a perfect record.
If a crawler you expect never appears, check access next. The Agent Readiness Checklist shows whether each of the 12 AI crawlers it checks can read your site under your robots.txt rules.
Realtime: the last 5 and 30 minutes
Realtime is for the minutes after a change: a release, a new robots.txt, a CDN rule. Four cards sit at the top: Active Visitors in the last 5 minutes and the last 30 minutes, and Active Bots for the same two windows.
Under the cards, the Active Users chart shows the last 30 minutes minute by minute, and Active Bots does the same for crawlers. Live Visitor Activity lists the pages people are on right now, with a visitor count for each.
The bot half of this tab depends on the log source. Until Cloudflare serves the site, a banner at the top reads "Connect Cloudflare to see this tab" and the Active Bots chart says "Connect a source to see this." Both fill in once you connect, through the Connect Cloudflare button in the banner.
Realtime before Cloudflare is connected. The visitor cards and Active Users chart already show activity; the bot cards and the Active Bots chart fill in once you connect through the banner.
Plan limits and how we handle log data
Website Analytics is included from Starter up, at €139 per month excluding VAT, with a 7-day trial (a payment card is required). It is not on Lite. Crawler data is counted in log lines: 25 million on Starter, 100 million on Growth and unlimited on Enterprise. Agency plans include 10 million, 25 million and 50 million log lines on Agency Starter, Agency Growth and Agency Scale. The full comparison is on our pricing page.
Log data can include IP addresses and request metadata. We process it as your processor under a GDPR data processing agreement and store it on AWS in Ireland.
How to read it each week
A short routine keeps the module useful:
In Traffic Analytics, see which assistants send people at all, and how that moved against the last period.
In Crawlers, confirm the bots you care about reach your key pages, and watch the share of user-action requests.
When a crawler goes missing, run the Agent Readiness Checklist before anything else.
When AI referrals drop, open Answer Engine Analytics for the same dates to see whether your visibility moved too.
Getting started
Website Analytics is one module in the new Opttab, the Agentic Journey Operating System that covers Discoverability, Visibility, Optimization and Agentic Commerce. The Website Analytics product page has more on the module.
To see which agents and people reach your site, Start your agentic journey or Book a demo. Existing customers can open the new Opttab in the account they already use at app.opttab.com.
