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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And 7 in 10 AI sessions stay invisible.
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LAST 30 DAYS
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websites analysed
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sessions / 30 days
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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 shifting sharply: classic search declines year over year, while AI channels grow at an accelerating pace.
Total monthly traffic (all sources)
MILLION SESSIONS
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Channel distribution
TRAFFIC CHANNELS
SESSIONS 30DΔ 1 YEARΔ 2 YEARS
SEARCH ENGINES
SESSIONS 30DΔ 1 YEARΔ 2 YEARS
AI ASSISTANTS
SESSIONS 30D% 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.
Tracked AI traffic (sessions / month)
ONLY TRAFFIC IDENTIFIABLE BY REFERRER (THE VISIT’S SOURCE)
AI as % of Search, by website size
LargeMediumSmall
03
The invisible traffic: “Dark AI Traffic”
What you see in analytics is only the tip of the iceberg. Independent research (Loamly.ai) shows that ~70% of AI-referred traffic is not identifiable as such in GA4 - the visits arrive, but they show up masked as Direct or Organic.
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estimated total AI traffic / 30 days (tracked × 3)
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sessions arriving from AI, but masked as Direct or Organic
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estimated AI share of search, including Dark AI
Why you don’t see this traffic in analytics
04
E-commerce: the money and the traffic, by channel
ALL ONLINE STORES
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sessions / 30 days
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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
ORGANIC
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sessions / 30 days
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revenue (RON) / 30 days
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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 / 30 days
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revenue (RON) / 30 days
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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 / 30 days
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revenue (RON) / 30 days
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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, 30 days
Average order value by channel
RON / transaction, 30 days
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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