How to track Perplexity traffic on Squarespace

Squarespace sites tend to belong to people whose work has to be seen: photographers, designers, studios, venues, coaches and small shops. Perplexity answers questions about them with a short written summary and a row of numbered source links, so a visitor it sends usually arrives on the exact page it quoted, such as a pricing page, a portfolio item or a blog post, and not on your home page. Squarespace's built-in analytics can show those visits, and it can show the page each one landed on.

Step 1: Open Traffic sources and find the Referral channel

1. Open the Analytics panel, click Traffic, then click Traffic sources.
2. Widen the date range to 90 days. Perplexity has a much smaller audience than Google or ChatGPT, so one month on a small site may show only a handful of visits.
3. Find the Referral channel. Squarespace's help pages list Direct, Display ads, Email, Paid search, Paid social, Referral, Search, Social and Tor exit nodes, and none of them is an AI channel. Referral is described as websites that link to you and don't fit another channel, which is where a link in a Perplexity answer belongs.

Step 2: Open the channel and look for perplexity.ai

Click the arrow beside Referral. Squarespace lists every source inside the channel, and perplexity.ai appears as its own line if it sent anyone. The channel total is no use here, because it mixes Perplexity with directories, partner sites and blogs that link to you.

Step 3: Open perplexity.ai to see the pages it sent people to

Click the arrow beside the source itself. Squarespace's help says this shows the specific paths under each source. This is the step most worth doing for Perplexity, because its numbered links point at the page it took the answer from. If the paths are your pricing page and one blog post, those are the pages Perplexity trusts on your site. Keep them accurate and up to date before you write anything new, since they are already being quoted.

Step 4: If you sell online, switch the tab to Revenue

On Core, Plus and Advanced plans the panel has tabs for Visits, Revenue, Checkouts, Conv. rate, AOV and RPV. Basic shows Visits only. Squarespace bases these sales figures on the visitor's last click. Perplexity is mostly used for research, such as comparing options or checking prices, and people often buy on a later visit. If that later visit starts from a Google search or an email, the sale is credited there and Perplexity's revenue line stays at zero even though it started the journey.

Step 5: Know what the form report leaves out

For a service business the result that matters is an enquiry, not a checkout. Squarespace has a Form & button conversions panel in Analytics (its help lists it under Engagement, on Core plans and above). It counts views, submissions and the conversion rate for each form and button, and you can sort it by page. It has no breakdown by traffic source, so it cannot tell you which submissions came from Perplexity. The closest you can get inside Squarespace is to compare the two panels by hand: the paths from step 3 against the forms on those same pages.

Why a UTM report won't find Perplexity

ChatGPT adds utm_source=chatgpt.com to many of its links. Perplexity normally sends plain links with no tag, so the referring website is the only clue Squarespace gets. Squarespace counts a visit as Direct when there is no referring page. That happens when someone copies your address out of a Perplexity answer, opens it later from their notes, or forwards it to a partner. Those visits cannot be separated from the rest of Direct afterwards.

Check that Perplexity is allowed to read your site

Perplexity can only quote pages its crawler is able to read. In Squarespace, open Settings, then Crawlers, and look at the box labelled Block known artificial intelligence crawlers. Squarespace publishes the list of bots that box blocks, and when we checked it in October 2026 it included GPTBot and ClaudeBot but not PerplexityBot. So that box on its own is unlikely to explain a missing Perplexity. Password-protected pages and a site that is hidden from search engines are more likely causes.

What Squarespace shows for Perplexity, and what it misses

What the person did	What Squarespace records
Clicked a numbered source link in a Perplexity answer	A visit from perplexity.ai in Referral, with the path it landed on
Clicked through and sent your enquiry form	One visit and one form submission, in two panels that aren't joined
Researched in Perplexity, bought later after a Google search	Revenue credited to Search (last click)
Copied your link and opened it later	Direct
Read your name in the answer, then searched for it	Search
Read your phone number in the answer and called	Nothing

The last three rows mean any Perplexity number from an analytics panel is a minimum. Asking every new customer how they first heard about you fills part of the gap, and our post on wording that question shows how to ask it.

Other assistants to check while you're there

In the same Referral list look for gemini.google.com, copilot.microsoft.com and claude.ai. ChatGPT has its own steps because of its UTM tag and its app: see ChatGPT traffic on Squarespace. Squarespace's SEO panel also has an AI Visibility section, which reports whether AI answers mention your site and does not count visitors. For Perplexity on other platforms, start from the general Perplexity tracking guide.

Connecting Perplexity to named enquiries on Squarespace

Which AI Sent works on Squarespace with one line of code. You paste it in Settings → Advanced → Code Injection → Header (Code Injection needs a Squarespace plan that includes it). It gives Perplexity its own row next to ChatGPT, Gemini, Claude and Copilot, follows each visit to the form submission or order it led to, and records each customer's answer to “How did you first hear about us?”, so the ones who phoned are counted too. Every AI lead is marked Confirmed, Declared or Assisted by the evidence behind it. See all integrations.