Why your analytics undercounts AI sales
Analytics credits a visit to the site it came from. AI apps break that in three ways:
- Some links leave AI apps without a referrer, so the visit lands in Direct or Unassigned.
- ChatGPT tags the links in its sources list with utm_source=chatgpt.com, but not every link in an answer, and a tag with no medium lands in Unassigned.
- An order an agent builds can reach checkout without the shopper ever browsing your pages, so no session records where it came from.
Step 1: tag the AI visits you can see
In Google Analytics 4, add a custom channel group with an AI channel that matches the assistants' domains on session source, placed above Referral:
- chatgpt.com and openai.com
- claude.ai
- perplexity.ai
- gemini.google.com
- copilot.microsoft.com
Step 2: credit the order, not just the visit
The number your VP asks for is revenue, and the reliable place to record which assistant sent a sale is the order itself. Tag each AI-originated order at checkout with the assistant that sent it, then report revenue by that tag, including orders where the assistant helped and the shopper finished on your site.
Where Kifly fits
Orders that come through Kifly carry the assistant that sent them. On Shopify, your Kifly dashboard shows revenue by AI channel: the orders Kifly sold, and the orders it helped that the shopper completed on your store.