Referrals
The Referrals tab in Agent Analytics tracks real users who clicked through to your site from an AI-generated answer. It shows how referral traffic from AI platforms trends over time, which platforms are sending the most visitors, and which pages on your site are the most common landing points. Use it to understand where AI is actively driving people to your content and measure the return on your AI visibility efforts.
Getting to Referrals
Agent Analytics lives under Insights in the left sidebar. To open the Referrals tab:
In the left sidebar, click Insights. If the sidebar is collapsed to icons, click the toggle at the top of the sidebar to expand it, or hover over an icon to see its label.
Under Insights, click Agent Analytics.
Click the Referrals tab.
Referrals overtime
The chart shows how many referrals each AI platform sent each day across the selected date range. Each line represents one platform, color-coded to the legend below the chart.
Date axis: the horizontal axis shows dates within the selected window.
Referrals axis: the vertical axis shows the number of referral visits for that day.
Platform lines: each colored line represents one AI platform. Hover over any point to see the exact referral count for that day.
Legend: below the chart, each platform is shown with a color swatch. Click a platform name in the legend to toggle its line on or off.
Note: the chart responds to the date range picker in the top-right corner. Click it to choose a preset such as Last 30 Days or enter a custom window.
Platform referral summary
Below the chart, the Platforms table gives a per-platform snapshot of referral activity. Click any column header to re-sort the list.
Platform: the AI platform, shown with its icon.
Referrals: the total number of referral visits this platform sent to your site in the selected period.
Change: the percentage change versus the previous equivalent period. Green means referrals increased; red means they decreased.
Last Referred: how recently this platform last sent a referral visit, for example 16 hrs ago, Yesterday, or Past month.
Tip: use the Show rows dropdown and the Previous and Next controls at the bottom of the table to page through all detected platforms.
Recent visits
The Recent Visits table breaks referral activity down to individual pages, showing which content on your site is receiving the most AI-driven traffic. Click any column header to sort.
Page: the URL path of the page that received the referral visit.
Last Crawled by AI: how recently any AI platform last visited this page.
AI Indexing: the change in indexing count for this page versus the previous equivalent period.
AI Training: the number of AI training crawls recorded on this page.
People Referred: real users who clicked through to this page from an AI-generated answer in the selected period.
% of Bot Referrals: this page's share of your total AI-generated referral traffic.
Note: scroll right in the table to reveal per-platform referral columns such as Referrals (OpenAI), Referrals (Anthropic), and Referrals (Perplexity), showing exactly which platforms are sending visitors to each page.
FAQs
What is the difference between a referral and an indexed page?
What is the difference between a referral and an indexed page?
An indexed page means an AI platform has crawled and stored your content. It is a prerequisite for appearing in AI answers. A referral is a step further: a real user saw your content cited in an AI-generated answer and clicked through to your site. Indexing is about AI access to your content; referrals are about the human traffic that access produces.
Why does a platform show visits in Agent Analytics but zero referrals here?
Why does a platform show visits in Agent Analytics but zero referrals here?
AI crawler visits (recorded on the Pages and Overview tabs) come from bots reading your content. Referrals only count when a human user clicks a link in an AI-generated answer and lands on your site. A platform can crawl your pages extensively without ever surfacing them in an answer that drives a click.
Why are some pages missing from Recent Visits?
Why are some pages missing from Recent Visits?
Recent Visits only shows pages that have received at least one AI referral visit in the selected date range. Pages that have been crawled but have not generated a referral click do not appear. Adjust the date range to broaden the window, or check the Pages tab to see all crawled pages regardless of referral activity.
How can I increase my AI referral traffic?
How can I increase my AI referral traffic?
Referrals follow indexing: the more pages AI platforms have indexed, and the more prominently your brand appears in AI answers, the more referral traffic you are likely to receive. Use the Pages tab to check indexing coverage, and use AI Visibility (under Insights) to track your brand's presence and ranking in AI-generated answers.