How to track ChatGPT traffic on WordPress

WordPress runs a huge share of small business websites, but out of the box it doesn't count visitors at all. What you can see about ChatGPT depends on which plugin collects your stats. Below are the two most common setups, what each one shows, and how to get from “ChatGPT sent a visit” to “ChatGPT sent this enquiry”.

Step 1: If you use Jetpack Stats

1. In WP Admin, open Stats and click the Traffic tab.
2. Find the Referrers card and expand it to see more entries.
3. Look for chatgpt.com (older visits may show chat.openai.com).
4. Switch the period to a month or more. For most small sites AI referrals are a handful a week, so a single day tells you little.

Jetpack counts views per referrer, not people or leads. UTM reports are only on paid Jetpack Stats plans, so on the free plan visits that arrive with a UTM tag but no referrer aren't split out.

Step 2: If you use Site Kit by Google

Site Kit shows a summary of your Google Analytics 4 data inside WordPress. Its dashboard breaks traffic into channels such as Organic Search, Direct and Referral. ChatGPT visits will sit in whichever channel GA4 assigns them, so the summary alone won't name ChatGPT. For the detail, open GA4 itself and filter the session source for chatgpt.com. Our ChatGPT traffic in GA4 guide has the exact report steps and a regex that covers every AI assistant.

Step 3: Watch for UTM tags and caching

ChatGPT adds utm_source=chatgpt.com to many of the links it shows. GA4 reads that tag even when the referrer is missing, which recovers some app visits. One WordPress-specific catch: some caching and optimisation plugins delay or combine JavaScript, and a tracking script that loads late can miss a visitor who leaves quickly. If your numbers look low, check that your stats script isn't being delayed.

Step 4: Tie visits to form entries and orders

This is where WordPress sites lose the trail. Contact Form 7, WPForms, Gravity Forms and similar plugins store what the visitor typed, not where they came from, so an enquiry from a ChatGPT visitor looks like any other. Two practical fixes:

• Add a “How did you first hear about us?” field as a required dropdown with ChatGPT, Google, another AI assistant, social media and referral as options. It also catches people who read ChatGPT's answer and then phoned or searched your name. See how to word that question.
• On WooCommerce, use the built-in order attribution (the Origin column on the Orders screen). Our guide to WooCommerce orders from ChatGPT covers where it shows ChatGPT and where it falls short.

What your WordPress stats can't tell you

Other AI assistants to check

In the same Referrers card or GA4 report, look for perplexity.ai, gemini.google.com, copilot.microsoft.com and claude.ai. Google's AI Overviews aren't on that list: their clicks arrive as ordinary Google search. The full list of hosts is in our AI traffic tracking guide.

Connecting ChatGPT to leads and orders automatically

Which AI Sent connects to WordPress in one click: you approve it on WordPress's own Authorize Application screen and the plugin installs itself (it's also in the WordPress.org plugin directory). It labels visits from ChatGPT and the other assistants, follows them to the form submission or WooCommerce order, and can record the customer's “how did you hear about us?” answer, with each AI lead marked Confirmed, Declared or Assisted. It works alongside Jetpack and Site Kit, so you keep both. Details: WordPress integration.