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Purpose

Help marketing teams quantify the impact of AI-generated answers on website traffic and conversions. As more users discover brands through AI platforms, it’s critical to measure how these interactions translate into website visits, leads, and revenue. Lantern helps you track and attribute AI-driven traffic throughout your marketing funnel.

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Best Practices

Connect Google Analytics or your CRM to Lantern to track traffic originating from AI sources.Setup Steps:
  1. Use UTM parameters on links mentioned in AI-optimized content
  2. Create a custom segment in Google Analytics for AI referral traffic
  3. Tag traffic from platforms like ChatGPT, Perplexity, and Gemini
  4. Set up goals and conversions for AI-driven visits
UTM Structure Example:
https://asklantern.com/?utm_source=ai&utm_medium=chatgpt&utm_campaign=brand-mention
This allows you to isolate and measure AI-generated traffic separately from traditional channels.
Track which prompts and topics drive the most engagement and conversions.What to analyze:
  • Topics that generate the most clicks to your site
  • Question formats that lead to conversions
  • AI platforms with the highest conversion rates
  • Time-of-day and seasonal trends in AI-driven traffic
Action Steps:
  • Export Lantern data on high-visibility topics
  • Cross-reference with Google Analytics conversion data
  • Double down on topics that drive quality traffic
  • Create more content around high-converting themes
Segment traffic to prioritize high-value opportunities and optimize resource allocation.Segmentation Strategy:
  • By Market: Track which geographic regions show AI-driven interest
  • By Product: Identify which products get the most AI mentions
  • By Topic: Understand which use cases drive traffic
  • By Persona: Connect AI discovery to buyer personas
Use these segments to:
  • Allocate marketing budget effectively
  • Tailor content to high-value segments
  • Optimize landing pages for AI-driven visitors
Include AI-driven insights in your regular campaign performance reporting.Reporting Framework:Weekly:
  • AI visibility changes
  • New high-impact citations
  • Sentiment shifts
Monthly:
  • AI-driven traffic volume and trends
  • Conversion rates by AI platform
  • ROI of AI optimization efforts
  • Competitive visibility benchmarks
Quarterly:
  • AI visibility growth vs. goals
  • Attribution analysis (AI vs. other channels)
  • Strategic recommendations based on AI insights

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Key Metrics to Track

AI Referral Traffic

Volume of visitors from AI platforms

Conversion Rate

How AI-driven traffic converts vs. other channels

Engagement Metrics

Time on site, pages per session, bounce rate

Attribution Value

Revenue attributed to AI-driven touchpoints

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Sample Dashboard Layout

Create a dedicated AI traffic dashboard with:
  1. Top Section: Overall AI visibility score and trend
  2. Traffic Overview: AI-driven sessions, users, and new visitors
  3. Conversion Funnel: Entry → Engagement → Conversion rates
  4. Top Topics: Highest-traffic topics from AI platforms
  5. Platform Breakdown: Performance by AI platform (ChatGPT, Perplexity, etc.)
  6. ROI Summary: Cost per acquisition and revenue from AI channels

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Integration Examples

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Google Analytics 4

// Tag AI-driven traffic
gtag('event', 'ai_referral', {
  'platform': 'chatgpt',
  'topic': 'brand-comparison',
  'visibility_score': 85
});

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HubSpot CRM

  • Create a custom property: “AI Discovery Source”
  • Tag leads that originated from AI platforms
  • Build reports showing AI → SQL → Customer journey
Start tracking AI-driven traffic today to understand its growing impact on your funnel. The earlier you measure, the better you can optimize.

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