AI Visibility Looker Studio Template

Description

How to use this AI chat visibility tracking tool

Compare AI chat referrals with organic search and organic social in seconds

AI chat tools (ChatGPT, Claude, Gemini, Perplexity, Copilot, etc.) now send meaningful traffic, but GA4 doesn’t show them as a clean, comparable channel out of the box. This free Looker Studio template turns that chaos into clarity: you’ll see how much traffic and conversion value AI chats bring, and how it stacks up against organic search and organic social.

What can you answer with this dashboard

• How much traffic and how many conversions come from AI chats?
• Which LLMs (ChatGPT vs Perplexity vs Gemini, etc.) perform best?
• Which landing pages benefit most from AI chat referrals?
• How does AI compare with SEO and organic social by source, country, and content segment?

What’s inside?

1) AI chats vs Organic Search vs Organic Social

A single page that compares the three channels side-by-side. You’ll find totals, trends, a source breakdown for each channel, and a favorite table: a per-page comparison of sessions from AI chats, organic search, and organic social.

2) Overview

Big key metrics scorecards for each AI chat. This is a simple page your customers should love.

3) Sources

Drill into individual sources (e.g., chat.openai.com, perplexity.ai, x.com, reddit.com, google/organic). See distribution and time-series performance to identify momentum.

4) Landing Pages

Same story as Sources, but oriented around your content. Pinpoint which URLs quietly win big from AI chat referrals and where to double down.

5) Countries

Replicates the prior lens by geography to spot markets where AI adoption is already moving the needle.

6) Page Segments (advanced)

If you segment content (e.g., /blog/, /docs/, /tools/), this page helps you compare AI vs search vs social by content group. You can use GA4’s Content Group (via GTM) or define a Looker Studio custom field for historical coverage.

The key idea behind the template: “Organic channels” field

To make comparisons painless, the template groups traffic with a calculated field on the GA4 connector. Create a new dimension named Organic channels and use a CASE expression that buckets Session source/medium into three groups (+ Other). Here’s a ready-to-use version:

___

CASE
WHEN REGEXP_CONTAINS(Session source / medium,
“(chatgpt\\.com|chat\\.openai\\.com|claude\\.ai|claude\\.anthropic\\.com|gemini\\.google\\.com|bard\\.google\\.com|perplexity\\.ai|copilot\\.microsoft\\.com|you\\.com|poe\\.com|character\\.ai|huggingface\\.co|replika\\.ai).*”)
THEN “AI Chats”

WHEN REGEXP_CONTAINS(Session source / medium,
“(t\\.co|x\\.com|twitter\\.com|reddit\\.com|linkedin\\.com|lnkdn\\.in|facebook\\.com|fb\\.com|youtube\\.com|youtu\\.be|instagram\\.com|threads\\.net|tiktok\\.com|pinterest\\.com|snapchat\\.com)\\s*/\\s*referral”)
THEN “Organic Social”

WHEN REGEXP_CONTAINS(Session source / medium,
“(google|bing|duckduckgo|yahoo|ecosia|baidu)\\s*/\\s*organic”)
THEN “Organic Search”

ELSE “Other”
END

___

Metrics: the default view uses Sessions, but you can switch to Key events or New users (or add custom conversions) directly in Looker Studio after copying.

How to set this AI visibility template

• Open the template and connect your GA4 property.
• Create the “Organic channels” field on the GA4 data source (connector level).
• Map filters and controls that reference this field (the original template’s filters depend on it).
• Pick a date range and start exploring; toggle metrics as needed.

Note: Because the calculated field lives on the data connector, a 1-click copy of the report may show errors until you recreate the field in your data source. Once added, all charts and filters will work as intended.

Tips to get more value

• Landing page triage: identify pages where AI chats already rival Google organic, those are perfect for additional interlinks, CTAs, or content enhancements.
• Source prioritization: track which AI tools deliver consistent traffic and tailor content formats for them.
• Country focus: if AI chat referrals spike in specific markets, localize pages and offers there first.
• Segmentation strategy: prefer a Looker Studio custom grouping if you need historical coverage (GA4 Content Group isn’t retroactive).

Who will benefit most?

• SEO & content teams validating new distribution channels beyond search;
• Growth marketers comparing incremental impact vs. organic search and social;
• Agencies that need a repeatable way to review AI chat traffic with clients.