Analytics & Measurement

That “direct” traffic spike you’ve been celebrating? Yeah. That’s ChatGPT. Perplexity. Gemini. AI platforms don’t always pass referrer data. [1] GA4 sees the visit, shrugs, and calls it “direct.” You’ve been throwing a party for the wrong guest. I found this last month. 23% spike in direct traffic. Dug in. Found AI referrals buried in…