Analyse AI traffic
Check which visits AI assistants bring to your website and distinguish them from automated requests for your content.
Content checked on 08.11.2026
At a glance
The AI Assistants report shows visits from recognised AI recommendations. Direct access by agents and chatbots is analysed in separate reports.
In this article
Analyse visits from AI recommendations
- Select the website and date range. Open the website you want to analyse in Matomo and choose the period.
- Open AI Assistants. Go to Acquisition → AI Assistants. The report shows which recognised assistants Matomo attributes the visits to.
- Inspect the trend. Open a source’s row evolution chart to see whether it brings visits regularly or only on particular days.
- Check goal conversions. If a goal such as a successfully submitted contact enquiry is configured, you can examine the corresponding conversions. We can help you set up a new goal.
Other questions, such as which pages these visits start on, need a segment for channel type ai. Select it before opening entry-page or other visitor reports. If that segment is missing, we can configure it on request.
Compare channels and periods
Under Acquisition → All Channels, you can compare AI recommendations with other traffic sources. Use the same date range and goal definition for a channel comparison. When comparing periods, choose equal lengths and account for factors such as an active campaign.
Read goal conversion totals alongside visit totals. With few visits, a single enquiry can substantially change the conversion rate. A contact goal needs to record the successful form submission.
Interpret automated access
Matomo also distinguishes agents that operate websites autonomously from chatbots that retrieve content directly from the server. The AI Agents Overview report compares recognised agent visits with human visits. The AI Chatbots reports count individual server-side requests. Those requests are not visit sessions and cannot be added to visitor totals.
Contact us for these additional reports. Chatbot reports in particular need separate server-side tracking. They show only supported, recognised chatbots; they cannot establish all AI use of your content or prove that it was cited in a particular answer.
Once chatbot tracking is configured, check AI Chatbots Content Requests → Broken Pages and Documents for failed requests. If a URL repeatedly returns a 404, check whether the page has moved or is linked incorrectly, then correct the link or redirect.