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AI traffic measures the visits your website receives from people who clicked a link inside an AI platform response — for example, when Perplexity cites your site and a user follows that link. This is distinct from the Visibility Score, which measures how often your brand is mentioned in AI responses regardless of whether a link is present. AI traffic quantifies the downstream web visits that those citations produce.
AI traffic data requires the Pharos Pixel to be installed on your website. Without the pixel, no referral data is collected and all charts on this page will show empty states. See the pixel integration guide for installation instructions.

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Traffic modes

Use the mode selector in the page header to filter traffic by visitor type:
ModeWhat it shows
AllHuman referrals and AI agent visits combined
Human referralsVisits from people who clicked a link in an AI platform interface
AI agentsAutomated crawls and requests from AI bots and agents
Switch modes to understand whether the volume you are seeing is human-driven engagement or automated agent activity.

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Date range and granularity

Select a date window (last 7, 14, 30, or 90 days) from the date picker. When viewing the AI Referrals tab, you can also choose the chart granularity: Daily, Weekly, or Monthly. Switching to weekly or monthly smooths out day-to-day variance and makes trends easier to read over longer windows.

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Tabs

The AI Referrals tab is the primary traffic view. It includes:KPI summary cards showing totals for the selected period:
  • Total visits from AI platforms
  • Unique visitors
  • Average time on page
  • Conversion rate (if conversion events are tracked via the pixel)
  • Average pages per session
  • Average session duration
Each KPI card also shows a period-over-period comparison against the equivalent previous window (for example, if you select 30 days, the comparison is against the prior 30 days).Traffic trend chart — a stacked area chart breaking daily, weekly, or monthly visits by AI platform source: ChatGPT, Perplexity, Claude, Gemini, Copilot, and Other AI.Provider breakdown — a ranked list of AI platforms by visit volume, so you can see which platform sends you the most traffic.Top landing pages — the pages on your site that AI-referred visitors land on most often, with visit count, average time on page, and average scroll depth for each.Geographic breakdown — the countries where your AI-referred visitors are located.Device breakdown — the proportion of visits from desktop, mobile, and tablet.
Compare the Top Landing Pages here against the top cited pages in the Citations tab of the Dashboard. If certain pages earn many citations but few actual clicks, the AI platform may be mentioning your site without linking it — a sign to request inclusion in more citations.

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How AI traffic attribution works

The Pharos Pixel captures the HTTP referrer header on each page load. When a visitor arrives at your site with a referrer URL matching a known AI platform domain (such as chat.openai.com, perplexity.ai, or claude.ai), Pharos logs that visit as an AI referral and attributes it to the corresponding platform. AI agent visits are identified by user-agent strings that match known AI crawler and agent signatures. These are classified separately from human referrals so you can distinguish genuine user engagement from automated traffic.
The Pharos Pixel is a lightweight JavaScript snippet. It does not use cookies and does not collect personally identifiable information. See the pixel integration guide for the full data collection specification.