See exactly where your traffic comes from — and how it has shifted over the last year. This free GA4 traffic analyzer breaks down every channel (Organic Search, Direct, Referral, Social, Email, Paid), compares this year to last year, and flags the notable moves — including the tell-tale Organic Search → Direct shift caused by AI Overviews, and any AI assistant referral traffic from ChatGPT, Perplexity, Gemini, Claude and Copilot.
What this GA4 traffic analyzer shows you
Connect your Google Analytics 4 property (read-only) or paste a Traffic-acquisition export, and the analyzer returns a clean breakdown of performance by channel with a year-over-year comparison. Instead of clicking through GA4 reports, you get the story in one view: which channels grew, which shrank, where engagement is strongest, and what changed versus twelve months ago.
Why “Organic down, Direct up” is the AI-search signal
As Google AI Overviews and AI assistants answer more queries directly, informational searches increasingly end without a click. When someone does still visit, the referrer is often stripped, so the session lands in GA4 as Direct rather than Organic Search. A pattern of Organic Search falling while Direct rises — with no campaign to explain it — is one of the clearest fingerprints of zero-click AI search reshaping your traffic mix. This tool calls that pattern out automatically.
AI assistant referral traffic
A brand-new channel is emerging: visits referred directly from AI assistants. The analyzer scans your session sources for known AI hosts (chatgpt.com, perplexity.ai, gemini.google.com, claude.ai, copilot.microsoft.com and others), sums them into a single “AI assistants” channel, and trends it year over year. It is small for most sites today — and the fastest-growing source to watch. Measuring it now is how you prove GEO/AEO work is paying off.
How to read your results
Start with the channel table sorted by sessions, and read the year-over-year column: green means the channel grew, red means it shrank. Then read the plain-English notes at the top — they highlight the biggest movers, the Organic-to-Direct shift if present, and your AI-assistant referral trend. Use engagement rate to judge quality, not just volume: a channel can grow in sessions while engagement falls.
Frequently asked questions
Is my data safe? Yes. The connection is read-only (Google’s analytics.readonly scope), your tokens are stored encrypted, and your data is only ever shown back to you — it is never pooled or shared. You can disconnect anytime.
Do I have to connect my account? No. You can paste a GA4 Traffic-acquisition export for a manual breakdown. Connecting simply automates the pull and enables the full year-over-year and AI-referral analysis.
What date range does it use? The live analysis compares the last 365 days to the previous 365 days, so seasonality is matched and the year-over-year shift is apples-to-apples.
Why don’t I see any AI referral traffic? Most sites have very little today, and some AI referrals are mislabeled as Direct. Absence is itself a finding: it is the channel to instrument and grow. Run the SEO Agent to improve how AI engines read and cite your site.