Overview
Scrunch connects with Google Analytics 4 (GA4) in two distinct ways, depending on what you are trying to accomplish.
These integrations serve different purposes:
AI Referrals tab (browser-based Looker Studio dashboard)
Shows human traffic referred from AI platforms.Site Maps + AI Referrals (Google Analytics Integration via OAuth)
Creates a persistent server-side connection that powers GA4 data inside Scrunch, including Site Maps enrichment.
Right now they are separate systems looking at the same data.
Part 1: AI Referrals (Human Traffic from AI Platforms)
What It Measures
The AI Referrals tab (formerly called AI Traffic) shows how much human click-through traffic your website receives from AI platforms such as:
ChatGPT
Perplexity
Gemini
Grok
Other AI tools
This measures real users who:
Click a link inside an AI platform
Land on your website
Generate sessions tracked in GA4
This does not measure AI crawlers or bots.
Crawler traffic is visible in the Agent Traffic tab and requires a separate integration.
Where to Find It
On your left side-bar, navigate to:
Audience Activity → AI Referrals
How It Works
AI Referrals embeds a Looker Studio dashboard inside Scrunch.
The dashboard connects directly to your GA4 account using the Google account currently active in your browser session.
Important:
Scrunch does not receive your GA4 data in this flow
Scrunch does not store your GA4 data
Scrunch does not process GA4 server-side
All data remains in your browser
Your Scrunch login email does not affect this connection.
How to Connect AI Referrals
Step 1: Log into the correct Google account
Make sure you are signed into the Google account that has access to your GA4 property.
This must be the same browser session where Scrunch is open.
Step 2: Open the AI Referrals tab
Go to:
Audience Activity → AI Referrals
Step 3: Select your GA4 property
At the top of the dashboard, click:
“Default Data / Click to select Google Analytics data”
Choose the correct GA4 property.
The list of properties shown depends entirely on the Google account currently active in your browser.
What You’ll See
Once connected, the dashboard displays:
Key Metrics
AI Sessions – Sessions originating from AI platforms
AI Views – Total page views from those sessions
AI Purchase Revenue – Ecommerce revenue from AI sessions (if configured)
AI Conversion Rate – Conversion rate for AI sessions
Non-AI Conversion Rate – Overall site conversion rate for comparison
AI Sources Table
Breakdown by referring platform, including:
chatgpt.com
perplexity.ai
gemini.google.com
grok.x.ai
others
Metrics shown:
Sessions
Views
Transactions
Revenue
AI Landing Pages
Shows which URLs are receiving AI-driven traffic, including:
Session volume
Monthly change
Time Series Chart
Trend view of AI-originated sessions and views over time.
Part 2: Google Analytics Integration (Persistent OAuth Connection)
What This Integration Does
This creates a formal, persistent OAuth connection between Scrunch and your GA4 property.
Unlike the embedded AI Referrals dashboard:
Scrunch is authorized to read GA4 data server-side
The connection remains active
GA4 data can power ongoing Scrunch features
This integration supports:
AI referral enrichment inside Site Maps
Unified page-level AI visibility + traffic views
Ongoing GA4-backed product functionality
Where to Find It
Navigate to:
Brand Settings → Integrations → Google Analytics
How to Connect
Click Connect Google Analytics
Sign into Google
Grant Scrunch read access to your GA4 property
Only users with read access or higher on the GA4 property can authorize this connection.
If you do not see your property, you likely do not have sufficient permissions. Invite a teammate with access to complete the setup.
The connection only needs to be completed once per brand.
How AI Referrals and OAuth Work Together
Feature | AI Referrals tab (Looker Studio) | GA4 OAuth Integration |
Data access | Browser session only | Server-side persistent |
Setup required | None | One-time authorization |
Best for | Exploratory reporting | Powering Site Maps & enrichment |
Privacy model | Scrunch cannot see data | Authorized GA4 read access |
They are complementary.
AI Referrals is ideal for quick traffic analysis.
The OAuth integration enables structured GA4 insights inside Scrunch itself.
How This Connects to Site Maps
If you are using Site Maps:
The OAuth integration allows Scrunch to enrich URLs with AI referral performance.
You can see which pages:
Are cited by AI (Prompt monitoring data)
Receive human AI traffic (GA4 data)
Are being crawled by AI agents (Agent Traffic)
Without the OAuth connection, Site Maps cannot access GA4 referral data server-side.
Related Features
Agent Traffic → Shows AI crawler visits to your site
Monitoring (Prompts, Citations, Insights) → Shows how AI describes your brand
Site Maps → Combines AI visibility, crawler activity, and referral traffic
Together, these create a complete picture of:
How AI represents your brand
How AI crawls your site
How AI drives human traffic
Frequently Asked Questions
Don’t see your GA4 property?
The dropdown only shows properties accessible to the Google account currently active in your browser. Switch accounts if needed or double-check you’re signed into the correct Google account in your browser. You can also try refreshing or using an incognito window.
Want to revoke access?
You can remove access to Looker Studio dashboards at any time from your Google account’s permissions settings. Note that Scrunch cannot and will never store or retain your analytics data.
To maximize visibility:
Ensure your GA4 property is configured to track conversions and label landing pages clearly. This will allow you to get deeper insights into which AI channels are driving meaningful results.
Why can’t I connect GA4 under Integrations?
You must have read-level access or higher in GA4. Ask a teammate with proper permissions to authorize the connection.
Does Scrunch store my GA4 data?
In AI Referrals: No
In OAuth integration: Yes, Scrunch reads GA4 data server-side after authorization
Do I need both?
They serve different purposes.
For full functionality, including Site Maps enrichment, connecting both is recommended.