Overview
AI Referrals shows how many real people visit your website after clicking a link in an AI platform such as ChatGPT, Perplexity, Gemini, Claude, Copilot or Grok. The data comes from your Google Analytics 4 (GA4) property, so you need to connect GA4 first.
AI Referrals counts human visitors only. AI crawlers and bots are shown in Agent Traffic, which is a separate integration.
Where to find it
In the left sidebar: Observe → AI Referrals.
How to connect Google Analytics
Go to Brand Settings → Integrations → Google Analytics, select the website you want to connect, and choose one of the two options below.
Option 1: Sign in with Google
Click Connect Google Analytics and sign in with your Google account.
Allow Scrunch read-only access to Google Analytics.
Select the GA4 property for this website.
You need at least Viewer access on the GA4 property. If your property isn't listed, the Google account you used doesn't have access to it. Invite a teammate who does to your Scrunch organization and ask them to connect it.
Option 2: Connect with a service account
Use this if you don't want the connection tied to one person's Google account.
Create a service account in your Google Cloud project. It doesn't need any IAM role.
In GA4, go to Admin → Property Access Management and add the service account's email as a Viewer.
Create a JSON key for the service account.
In Scrunch, click Connect with a service account, paste the full JSON key, and select the property.
If your organization doesn't allow creating service account keys, use Option 1.
Multiple websites
Each website of a brand is connected separately and can use its own GA4 property and its own connection method.
What you'll see in AI Referrals
Summary cards: AI Sessions, AI Page Views, Engaged Sessions, New Users, Avg. Engagement Time, Conversions and Conversion Rate.
AI Traffic Funnel: AI-referred sessions → engaged sessions → sessions with a conversion.
Platform Breakdown: sessions, engagement, conversions and, if ecommerce is set up in GA4, transactions and purchase revenue for each AI platform.
Conversions over time and by type.
AI Landing Pages: the pages that receive the most AI-referred traffic.
Trends over time for page views, sessions, and new vs. returning users.
Conversions come from the key events in your GA4 property. Use the Conversion events filter to choose which ones count.
FAQ
How often is the data updated?
Once a day.
Can I disconnect?
Yes, at any time from Brand Settings → Integrations → Google Analytics. Disconnecting deletes the credentials Scrunch stored. If you signed in with Google, you can also revoke access from your Google account. If you used a service account, you can remove it from the property in GA4.
Does Scrunch store my GA4 data?
Scrunch stores the AI referral metrics it reads from GA4 to power these reports. Access is read-only: Scrunch never changes your GA4 settings or data.
My property isn't listed or the connection fails
Make sure the Google account (or the service account) has at least Viewer access on the property. For a service account, also check that you pasted the full JSON key file.