List of recognised AI assistants

The AI referral channel goes live on Wednesday 7 October 2026. This page lists the AI assistants Attributer will recognise from that date. For what is changing and why, see Introducing the AI Referral Channel.

Attributer uses a series of rules to categorise leads into the ‘AI referral’ channel. Two of these rules are that the referring domain is a recognised AI assistant, or that the ‘utm_source’ parameter names one.

Below is the list of AI assistants that Attributer recognises, the domains it recognises them by, and the ‘utm_source’ values it recognises them by. The value in the first column is what Attributer writes into the Channel Drilldown 1 field.

AI assistant	Recognised domains	Recognised utm_source values
ChatGPT	chatgpt.com, chat.openai.com	chatgpt.com, chatgpt
Perplexity	perplexity.ai	perplexity.ai, perplexity
Gemini	gemini.google.com, bard.google.com	gemini
Copilot	copilot.microsoft.com, copilot.cloud.microsoft, m365.cloud.microsoft, copilotstudio.microsoft.com, edgeservices.bing.com, link.edgepilot.com	copilot
Claude	claude.ai	claude.ai, claude
Meta AI	meta.ai	meta.ai
Grok	grok.com	grok
DeepSeek	chat.deepseek.com, deepseek.com	deepseek
Mistral	chat.mistral.ai	mistral
Poe	poe.com	poe
You.com	you.com	you.com
Duck.ai	duck.ai	duck.ai
Phind	phind.com	phind

A few notes on how the matching works:

• Any subdomain of a recognised domain also counts. For example, www.perplexity.ai is recognised as Perplexity.
• The domain of any assistant in the table also works as a ‘utm_source’ value. For example, utm_source=gemini.google.com is recognised as Gemini.
• The ‘utm_source’ match is exact and ignores capitalisation. A value like my-chatgpt-newsletter is treated as your own campaign, not as ChatGPT.
• A link tagged with utm_medium=ai-assistant (the value Google Analytics 4 uses for its AI Assistant channel) is recognised as an AI referral whatever the ‘utm_source’ says, provided no earlier campaign rule matches first.
• Your own campaign tags take priority. A link tagged with utm_medium=cpc, ppc, paid, email, social, display or affiliate keeps the channel those tags give it, whatever the ‘utm_source’ says.

AI traffic that cannot be recognised

Some AI traffic arrives looking exactly like something else, so no analytics tool can tell it apart. Attributer records it as follows:

• Google’s AI Mode and AI Overviews send visitors from google.com, exactly like an ordinary search result, so those visits are recorded as Organic search (Google Analytics treats them the same way). When Google sends no referring domain at all, as it has at times with AI Mode, an untagged visit is recorded as Direct traffic.
• Copilot inside Bing and Grok inside X are part of those websites, so a click from them is recorded like any other visit from Bing or X. When matching by referring domain, only the assistant-specific domains in the table are recognised as AI.
• Some assistant apps do not pass the referring domain when a link is tapped. A visit that arrives with no referring domain and no campaign tags is recorded as Direct traffic. ChatGPT adds utm_source=chatgpt.com to the links in its search results, and that tag is recognised whether or not a referring domain arrives with it.
• If your website is served over plain http rather than https, browsers do not pass the referring domain from the assistant’s site, so an untagged visit is recorded as Direct traffic. This affects every channel, not only AI.