How can we measure AI referral traffic and differentiate it from standard web traffic?

AI referral traffic represents visits that originate from AI-driven recommendations or citations rather than traditional search clicks. To measure it, track signals such as referrals triggered by AI-cited content, conversation citations that point users to your material, and AI Overviews usage that reference your knowledge. Use separate OTC dashboards to keep discovery, retrieval, citations, referrals, and outcomes distinct. This separation helps you understand whether AI visibility is driving meaningful engagement rather than just increasing page views, and informs governance and content strategy without over-promising outcomes.