Measure AI traffic, conversions, and KPIs with Matomo

Cloud On-Premise

AI assistants ChatGPT, Gemini, and Copilot are increasingly driving traffic to websites and apps. Matomo’s AI-related reports help you measure AI-driven traffic, conversions, and other key performance indicators (KPIs).

This guide explains how to use Matomo reports to measure the impact of AI on your website or app.

Build an AI discovery dashboard

AI-related insights are available across several reports in Matomo. Creating a dedicated dashboard brings these reports together, making it easier to monitor AI-driven traffic, conversions, and engagement over time.

Once your dashboard is set up, use the KPIs in this guide to evaluate the impact of AI assistants, agents, and chatbots on your business goals.

  1. Create a dedicated dashboard to monitor AI-related activity in one place.
  2. From your Matomo dashboard, click Manage Dashboard > Add Widget to Dashboard.
  3. Add widgets for the relevant reports.
    add widgets to dashboard
  4. For example, include the reports:
    • Acquisition > AI Assistants and
    • AI Assistants > AI Agents and AI Chatbots.
  5. You can also add a Custom Report widget to display AI-related metrics, such as visits, conversions, and revenue from AI referrals.
    custom AI reports dashboard

An AI dashboard provides an instant way to monitor AI-driven traffic and activity without switching between multiple reports.

AI metrics to include in your dashboard

After creating the dashboard, use the following KPIs and reports to analyse how AI assistants, agents, and chatbots contribute to traffic, engagement, conversions, and goals.

Note: Some KPIs can be measured directly, while others require segmentation or indirect analysis.

AI KPI Matomo report What to measure
Visits from AI assistants
• How many visits come from AI assistants?
• Is AI-generated traffic increasing over time?
• Which days receive the most AI-driven traffic? 		➤ Acquisition > Overview
➤ Acquisition > All Channels
➤ Acquisition > AI Assistants
  • Number of visits attributed to AI assistants.
  • Traffic trends over time.
  • Contribution of AI assistants compared with other acquisition channels.
AI platform performance
• Which AI assistants drive the most traffic?
• Which AI assistants generate the most engaged visitors?
• How does traffic vary across AI platforms? 		➤ Acquisition > AI Assistants
➤ Visitors > Visit Log
➤ Visitors > Visitor Profile
  • Visits by AI assistant.
  • Landing pages receiving AI-driven visits.
  • Visitor behaviour after arrival.
AI-driven conversions
• Do AI visitors convert better than search visitors?
• Which content performs best for AI-generated referrals?
• How much value does AI-driven traffic create? 		➤ Create a Segment where Channel Type is AI
➤ Goals reports
➤ Ecommerce reports
➤ Funnels reports
➤ Custom reports
  • Conversion rates.
  • Goal completions.
  • Ecommerce revenue (if enabled).
  • Session duration and engagement metrics.
AI acquisition vs traditional channels

• How does AI traffic compare with search engines?
• How does AI traffic compare with social media?
• Which channels generate the highest engagement and conversions?

 ➤ Create a Segment where Channel Type is AI
  • Visits by channel.
  • Conversion rates by channel.
  • Revenue by channel.
  • Engagement metrics by channel.
Landing pages discovered through AI

• Which pages attract visitors from AI assistants?
• Which content attracts visitors from AI assistants?
• Which landing pages receive the most AI-driven traffic?

 ➤ Create a Segment where Channel Type is AI
➤ Behaviour > Pages
  • Landing pages receiving AI traffic.
  • Visits by landing page.
  • Engagement and conversions by landing page.
AI agent activity

• Which AI agents access your website?
• How often do AI agents request your content?
• How does AI agent activity change over time?

 ➤ Acquisition > AI Agent Overview
➤ Acquisition > AI Agent Over Time
  • AI agent requests.
  • AI agent traffic trends over time.
  • Compare AI agent and human visitor activity.
AI chatbot crawling & content discovery

• Which AI chatbots access your content?
• Which pages are requested most often?
• How often do chatbot requests lead to website visits?

 ➤ AI Assistants > AI Chatbots Overview
  • Chatbot requests.
  • Acquired visits.
  • Click-through rates.
  • Pages accessed by AI chatbots.
Attributed Influence Value (AIV) is a framework for estimating the business impact of AI-driven traffic using metrics such as conversions, revenue, and engagement.

• What value is generated by AI-driven traffic?
• How much revenue can be attributed to AI-assisted discovery?
• How does AI traffic perform compared with other channels?

 ➤ Create a Segment where Channel Type is AI
  • Conversion rates.
  • Revenue.
  • Goal completions.
  • Engagement metrics.
  • Estimated business impact of AI-driven traffic.
Mentions or citations in AI answers

• Is your website cited in AI answers?
• How often is your content referenced in AI-generated responses?
• Which pages are cited most frequently?

 Not currently measurable in Matomo.
  • AI platforms do not currently expose citation data to analytics tools.
  • Use traffice from AI assistants as an indirect indicator that users clicked a citation or recommendation.
Share of voice across AI platforms

• How visible is your brand across AI-generated answers?
• How does your AI visibility compare with competitors?
• What proportion of AI-generated recommendations mention your content?

 Not currently measurable directly in Matomo.
  • AI platforms do not currently expose share-of-voice data to analytics tools.
  • Compare AI traffic with other acquisition channels as a proxy measure of AI visibility and influence.