🛠️ How-to tutorials

How to track leads that come from ChatGPT, Gemini and AI search

Updated 2026-10-22 · 4 min read · By the Convo360 team

In short

Track AI-search leads in two layers. In analytics, ChatGPT search adds utm_source=chatgpt.com to links it sends, and Google counts AI Overviews and AI Mode clicks inside normal Search Console web data. Many people never click, though, and message or call you directly, so also ask every new enquiry how they found you and save the answer to the lead.

Key takeaways

OpenAI says ChatGPT adds utm_source=chatgpt.com to referral links, so those visits can be seen in Google Analytics.
Google reports AI Overviews and AI Mode traffic inside the normal Web search type in Search Console, not as a separate line.
Many AI-search customers read the answer and then WhatsApp or call you, which no website report can see.
A one-tap 'How did you find us?' question saved to the CRM lead fills the gap that analytics leaves.
Separate pre-filled WhatsApp links for your website, Google profile and Instagram show which entry point started each chat.

Why AI-search leads are easy to miss

A customer in Jaipur asks Gemini for "a good CA for GST filing for a small shop". The answer names three firms. She does not click any link. She copies your number into WhatsApp and types "Hi, need GST help". Your website analytics never sees her, and your team records her as a walk-in WhatsApp enquiry.

This is the normal pattern for AI search. The assistant does the comparing, so the customer arrives ready to talk rather than to browse. If you only look at website reports, AI search will look smaller than it really is. Tracking it properly means combining what analytics can see with what customers tell you.

What your analytics can and cannot show

Where the visit comes from	How it shows up	Limit
ChatGPT search links	OpenAI adds utm_source=chatgpt.com, visible as a source in Google Analytics	Only visits where someone clicks a link
Google AI Overviews and AI Mode	Counted in Search Console Performance under the Web search type	Mixed with normal Google results, not split out
Perplexity, Gemini app and others	Sometimes a referral from the assistant's domain	Often arrives with no referrer and is counted as direct
Copied number or name	Not seen at all	Needs you to ask the customer

In Google Analytics, open the traffic acquisition report and filter session source for chatgpt.com. Note one condition from OpenAI's publisher FAQ: your site appears in ChatGPT search only if you have not blocked its search crawler, OAI-SearchBot. If you blocked it, the referral count will stay near zero for that reason alone. Our guide on getting recommended by ChatGPT and Gemini covers crawler access.

Ask the customer, at the right moment

The most reliable source data comes from the customer. The trick is to ask once, early and with tap-to-answer options, so it costs them two seconds:

WhatsApp and website chat: after the first answer, show buttons such as ChatGPT or Gemini, Google search or Maps, Instagram, Friend or family, Other.
Enquiry forms: add a required dropdown with the same options.
Phone calls: have the agent, human or AI, ask before closing the call.

Keep the options identical across channels so you can add them up at month end. Do not ask before you have helped. A customer who wanted a price and got a survey first may simply leave.

Give each entry point its own WhatsApp link

WhatsApp click-to-chat links (wa.me) can carry pre-filled text. Use a different opening message for each place your number appears:

Website button: "Hi, I have a question (web)"
Google Business Profile: "Hi, I found you on Google"
Instagram bio: "Hi from Instagram"

Customers can edit the text, so treat this as a strong hint rather than proof. It still separates your website traffic from your Google profile traffic, which matters because AI answers often send people to your profile rather than your site.

Setting it up on Convo360

Convo360 lets you capture the source without any code. A typical setup takes under an hour:

Keyword triggers per entry point. In the Flow Builder, create a keyword trigger for "found you on Google", another for "(web)" and so on. Each runs an Add to Group step, for example group source-google-profile.
The source question. In your main flow, after the first AI Reply, add an Ask a Question step with Buttons for the source options, and a Set Variable step to store the choice.
Save it to the lead. A Save CRM lead step writes the source into a custom field, so it appears in the CRM pipeline next to the lead's stage.
Forms. Add the same dropdown to your web enquiry form so form leads land with the same field.
Review monthly. Filter contacts by group and leads by source in analytics, and compare with your Google Analytics and Search Console numbers.

Use Preview to test each trigger before you change the links on your profile and website. You can build this on the 14-day free trial.

Reading the numbers without fooling yourself

Self-reported sources are imperfect. People mix up Google and Gemini, or say "Google" when a friend sent them your profile link. Look at trends over two or three months rather than single weeks. If "ChatGPT or Gemini" climbs from a handful to a steady share of enquiries while your website referrals stay flat, that is the zero-click pattern at work. Then judge each source by what matters: how many leads it brings that become paying customers, not how many visits it sends. Our guide to measuring chatbot success lists the conversion metrics worth tracking.

Common tracking mistakes to avoid

Asking only some customers. If the team asks the source only when they remember, the totals are meaningless. Let the flow ask every new contact once.
Too many options. Ten buttons get random taps. Five clear choices give cleaner data.
Different labels on each channel. "AI chatbot" on the form and "ChatGPT" on WhatsApp cannot be added up. Use one list everywhere.
Asking returning customers again. Use a Condition step to skip the question when the source field is already filled.
Judging too early. A month with festive traffic, such as Diwali week, can distort every source. Compare like with like.

Step by step

Check ChatGPT referrals in Google AnalyticsFilter session source for chatgpt.com and confirm OAI-SearchBot is not blocked on your site.
Create separate pre-filled WhatsApp linksUse a different opening message for your website, Google Business Profile and Instagram bio.
Add keyword triggers that tag the sourceMatch each opening message with a keyword trigger that runs an Add to Group step.
Ask 'How did you find us?' with buttonsAfter the first helpful reply, show tap options and store the choice with Set Variable.
Save the source to the CRM leadWrite the answer into a custom field with Save CRM lead and review the totals each month.

Example conversation

Hi, I found you on Google. Do you file GST returns for small shops? What do you charge?

Yes, we file monthly GST returns for small shops from ₹1,500 a month. Quick question so we can serve you better: how did you find us? Tap one: ChatGPT or Gemini, Google search or Maps, Instagram, Friend, Other.

Know where every WhatsApp lead comes from

Start free in minutes — no code, no credit card. Bring your own AI keys and pay no per-message markup.

Start 14-day free trial →See pricing

Frequently asked questions

How can I see traffic from ChatGPT in Google Analytics?

OpenAI says ChatGPT adds the parameter utm_source=chatgpt.com to links it sends from search results. In Google Analytics, open the traffic acquisition report and filter session source for chatgpt.com. This only counts people who click a link, not those who call or message you directly.

Does Search Console show AI Overviews traffic separately?

No. Google's documentation says traffic from AI Overviews and AI Mode is included in the Search Console Performance report under the Web search type, together with normal results. You cannot split it out there, so pair it with what customers tell you directly.

Why do most AI-search customers show up as direct traffic or no traffic?

The assistant has already compared options, so many customers copy your number or name and contact you without clicking. Some apps also open links without passing a referrer. Asking the customer how they found you is the only way to capture these leads.

Will asking 'How did you find us?' annoy customers?

Not if you ask after helping and use one-tap buttons. Asking before answering their question does annoy people. Keep it to one question with five options at most, and make Other available for anyone who is unsure.

Can a voice agent also record the lead source?

Yes. Add the question near the end of the call script and save the answer to the lead, the same way a chat flow does. Keep the spoken options short, such as Google, ChatGPT, Instagram or a friend, so callers can answer in a word.