AI assistant traffic
How Klar recognises visits from AI assistants, which channel each visit counts in, and where the numbers stop.
AI assistant attribution is included on every plan, Free too: in the AI assistants tab of your dashboard and through API v1.
The six channels
Every pageview counts in exactly one of these channels:
- Direct
- Search
- Social
- AI assistants
- Referral
Klar works the channel out when you look at your stats. The first rule that matches wins:
- utm_source names an AI assistant: AI assistants, under that assistant.
- The referrer host names an AI assistant: AI assistants.
- utm_medium is email or newsletter: Email.
- Anything else keeps its source category: Direct when there is no referrer, otherwise Search, Social or Referral.
Because the channel is decided at query time, not when the visit is stored, an update to the assistant list also reclassifies the live visits you already have.
Recognised assistants
Klar recognises these 11 assistants. Each key is compared with the referrer host and with the utm_source value, ignoring case. A key with a dot also matches with a leading www.
| Assistant | Keys |
|---|---|
| ChatGPT | chatgpt.com,chat.openai.com,chatgpt |
| Perplexity | perplexity.ai,perplexity |
| Claude | claude.ai,claude |
| Gemini | gemini.google.com,bard.google.com,gemini |
| Copilot | copilot.microsoft.com,copilot.cloud.microsoft,copilot.com,copilot |
| Meta AI | meta.ai,meta ai |
| Le Chat | chat.mistral.ai,lechat,le chat |
| DeepSeek | chat.deepseek.com,deepseek |
| Grok | grok.com,grok |
| You.com | you.com |
| Phind | phind.com,phind |
Tag the links you place
If you put links to your site in a custom GPT, a chatbot or a prompt you control, add utm_source with one of the keys above. Klar then counts the visit under that assistant, even when no referrer arrives.
https://example.com/pricing?utm_source=chatgptutm_source comes first, so a tagged link counts under the assistant you name, whatever the referrer says.
What the numbers cannot show
- Many assistant apps and in-app browsers send no referrer. Klar has nothing to recognise on those visits, so they count as Direct.
- The Landing pages view covers visits collected by Klar only: imported history has no sessions.
- Imported Plausible or Fathom history is recognised by its source name only (ChatGPT, for example). It carries no campaign tags, so utm_source tagging works on live data only.
- API v1 counts channels from live pageviews only. See the API reference.
Campaign tags and privacy
The channel comes from the referrer host and the campaign tags Klar already keeps. It adds no new data about your visitors.
From the page URL, the Klar tracker sends only utm_source, utm_medium and utm_campaign. Each value is trimmed, capped at 100 characters and dropped if it contains @, so an email address in one of these tags is not kept.