An interactive dashboard wired to — and — a month, monitored by DWF. The real numbers behind the shift from classic search to AI assistants - updated monthly.
HIGHLIGHTS · THIS MONTH’S TAKEAWAYS
Classic search is losing ground.
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AI assistants - the only channel growing.
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LAST COMPLETE MONTH
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websites analysed
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sessions
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sessions from search
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sessions from AI
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AI share of search
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AI growth over 24 months
The data could not be loaded right now. Try again in a few minutes - the dashboard is fed from GA4 data (monthly snapshot).
01
The traffic landscape
The composition of traffic is changing: classic search declines year over year, while traffic from AI assistants grows fastest.
Total monthly traffic (all sources)
MILLION SESSIONS
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Channel distribution
TRAFFIC CHANNELS
SESSIONSΔ 1 YEARΔ 2 YEARS
SEARCH ENGINES
SESSIONSΔ 1 YEARΔ 2 YEARS
AI ASSISTANTS
SESSIONS% OF AI
02
The rise of AI assistants
Traffic sent by ChatGPT, Gemini, Claude and Perplexity (and the rest) has gone from near zero to hundreds of thousands of sessions a month - a curve no channel has seen in a long time.
Traffic from AI assistants (sessions / month)
SESSIONS WITH AN AI SOURCE IN GA4 (UTM OR REFERRER)
AI share of search, by website size
LargeMediumSmall
03
E-commerce: the money and the traffic, by channel
ALL ONLINE STORES
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sessions
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transactions
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revenue (RON)
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conversion rate
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average order value
Traffic vs revenue (monthly)
SessionsRevenue
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ORGANIC
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sessions
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revenue (RON)
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conversion rate
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average order value
Traffic vs revenue (monthly)
Organic sessionsOrganic revenue
PAID
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sessions
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revenue (RON)
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conversion rate
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Ads spend
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average CPC
Traffic vs revenue (monthly)
Paid sessionsPaid revenue
Average CPC and total spend (Google Ads)
Average CPCTotal spendALL GOOGLE ADS FORMATS · ONLY PROPERTIES WITH ADS LINKED IN GA4
AI / LLM
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sessions
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revenue (RON)
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conversion rate
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average order value
Traffic vs revenue (monthly)
AI sessionsAI revenue
Conversion rate by channel
transactions / sessions
Average order value by channel
RON / transaction
Breakdown by AI assistant
ASSISTANT
SESSIONS
TRANSACTIONS
REVENUE (RON)
CR
AOV
ROWS UNDER 30 TRANSACTIONS: CR AND AOV NOT SHOWN (—) - SAMPLE TOO SMALL TO BE SIGNIFICANT
METHODOLOGY & DATA SOURCES
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