Is traffic from ChatGPT really plummeting?

Over the past few days, several websites have reported a 60% to 70% drop in visits attributed to ChatGPT in their analytics.

But here's the surprise: visitors haven't necessarily disappeared! It could simply be a tracking issue.

So, what's really going on?

What's Behind This Drop in ChatGPT Traffic?

It all seems to stem from a small change in the links shared by ChatGPT.

Some links may no longer include the "utm_source=chatgpt.com" parameter, which allows Google Analytics to identify visitors coming from ChatGPT.

Let's take an example:

• With UTM: Someone clicks on a ChatGPT link, and their visit is correctly identified.

• Without UTM: That same visit may be recorded as direct traffic if no other information is available to identify its source.

The result? People may still be visiting websites, but their visits are no longer always attributed to ChatGPT.

What Are the Consequences for Businesses?

This issue can distort several marketing metrics:

• Traffic: An apparent drop in visits coming from ChatGPT.

• Conversions: Purchases or sign-ups attributed to the wrong channel.

• Performance: Greater difficulty measuring the results of SEO and GEO strategies.

Another interesting detail: some links opened from the ChatGPT desktop application may use a separate browser. Without shared cookies, a returning visitor could be counted as a new user.

How Can You Check If Your Website Is Affected?

A few simple checks can help you understand this drop:

• Compare trends in ChatGPT traffic and direct traffic in Google Analytics.

• Check whether conversions have actually decreased.

• Test links shared by ChatGPT to see whether they contain UTM parameters.

Keep in mind: an increase in direct traffic alone isn't enough to prove that those visits came from ChatGPT.

What Does This Mean for SEO and GEO?

With the rise of AI-powered search engines, GEO (Generative Engine Optimization) is playing an increasingly important role in brands' visibility strategies.

Being recommended by ChatGPT can generate website visits, leads, and even sales.

But how can businesses measure the effectiveness of these recommendations if their source isn't correctly identified?

One thing is certain: reliable tracking is becoming a major priority for businesses.

So, before worrying about a drop in ChatGPT traffic, it's worth checking whether visitors are actually disappearing… or whether it's simply their trail in the analytics that's gone missing!

FAQ – Frequently Asked Questions

What Is the utm_source=chatgpt.com Parameter?

It's a parameter added to a URL that allows analytics tools to identify visitors coming from ChatGPT.

Does the Drop in ChatGPT Traffic Also Affect Mobile Users?

Yes! On mobile, some visits coming from the ChatGPT app can be harder to identify, particularly when links don't contain UTM parameters.

What's the Difference Between a Traffic Drop and a Tracking Issue?

A traffic drop means that a website is receiving fewer visitors. A tracking issue means that visits may still be happening, but they're being incorrectly identified in analytics.

Keep an Eye on Your Analytics!

Ultimately, this drop in ChatGPT traffic could be more of a tracking issue than an actual loss of visitors.

With the rise of GEO and AI-powered search, accurately measuring where website visits come from is becoming essential for businesses.

So, if your ChatGPT traffic is taking a nosedive in Google Analytics, it's worth taking a closer look at your data before jumping to conclusions.

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