How do you measure ChatGPT traffic in analytics?
AI search is changing how customers discover companies, products and expertise. That makes it useful to measure not only rankings and clicks, but also brand mentions, citations, sources and follow-up traffic.
Start with representative questions
Build a set of real questions around problems, solutions, comparisons and purchase decisions. Keep the set stable enough to measure change over time.
Measure context, not just mentions
A brand mention alone is not enough. Review the wording of the answer, cited sources, competitors and linked pages, then connect those signals to website traffic and leads where possible.
Improve based on evidence
Analyse why recurring sources are useful: clear definitions, current data, specialist expertise, comparisons, original evidence or strong external confirmation. Use those insights to make your own page more useful rather than copying competitors.
Brandsed tracks questions across ChatGPT, Gemini, Claude, Grok and other AI platforms. Compare mentions, citations, sources and competitors over time.
Work iteratively
Publish improvements, allow systems time to process new information and rerun the same questions. GEO becomes a cycle of discovery, improvement, measurement and business impact.