Businesses investing in SEO for ChatGPT and Google AI Overview want to see results, but AI-generated traffic does not follow the usual patterns. Traditional ranking tools do not track AI visibility, and referral data can be limited.
Still, it is possible to measure the impact. You just need to look in the right places.
How AI Search Differs from Traditional SEO
AI Overview and ChatGPT provide summarised answers rather than lists of website links. That means:
-
Traffic may arrive without a clear referral path
-
Visitors are more informed when they land on your site
-
Leads may mention AI tools in conversation, not in analytics reports
To prove the value of AI-focused SEO, you need to connect activity, intent and outcome.
Key Metrics to Track
While AI traffic cannot be tracked in the same way as standard organic search, there are five areas you should monitor:
-
Lead source reporting
Ask new enquiries how they found you. Include ChatGPT, Google AI Overview and “AI search” as options. -
Landing page analysis
Review which pages users arrive on. Look for increases in visits to highly informative or question-based pages. -
Engagement time
AI-driven visitors tend to be more purposeful. Higher time-on-page or deeper scrolls can indicate value. -
Conversion rates
AI traffic often converts well. Monitor form completions, calls or downloads from relevant content pages. -
CRM attribution
Include fields in your CRM for source insight. Sales teams should note when a contact mentions finding you via AI.
These signals together can show whether your AI-focused content is bringing qualified traffic.
Real Example: SEO ROI from AI Overview
One of ExtraDigital’s clients, a UK-based B2B business in Kent, tracked inbound leads from AI search over the previous quarter. The results showed clear commercial impact:
“Based on last quarter’s data, the ROI from SEO is highest with over 38% of revenue generated from Google AI Overview or ChatGPT.”
This was not based on guesswork. The company tracked content visibility, lead behaviour and revenue attribution across its pipeline. The data showed that AI-optimised content was driving high-value, high-conversion traffic.
What Tools Can Help?
While mainstream SEO tools may lag behind AI search trends, a combination of the following can be useful:
-
Google Search Console useful for checking impressions on AI-featured queries
-
On-page analytics tools such as Hotjar to see user engagement
-
CRM and lead tracking systems to log AI-related lead sources or keywords mentioned
-
Customer feedback always ask how a prospect discovered your business
No single tool will give the full picture, but together they reveal the path from AI visibility to sale.
Final Thought
Tracking results from ChatGPT and Google AI Overview requires a shift in how performance is measured. It is not just about traffic numbers, but about understanding intent, content value and buyer behaviour.
With the right approach, businesses can prove that AI-focused SEO delivers not only visibility but measurable return.
