In the age of AI search, many marketers are turning their attention to GEO (Generative Engine Optimization) strategies. Many are likely working on optimizing their websites by adding schema markup or elements like LLM.txt to generate AI-friendly content, and are also thinking about what kind of content AI prefers.
It’s hard to answer questions like “How much traffic did AI search drive to our website?” or “Which content was most effective?” with confidence. While there has been a lot of discussion about how to set up GEO optimization, there isn’t much talk yet about measuring its performance.
As with any other marketing initiative, when it comes to GEO, it’s crucial not only to develop a strategy but also to measure results, incorporate those insights into your next strategy, and adjust your direction accordingly. By using GA4, a tool we’re all familiar with , you can track your GEO performance . Today, I’ll share specific methods for clearly analyzing your GEO performance based on data—not just intuition—and for crafting better strategies!
When evaluating AI search performance, which metrics should you focus on?
There are various metrics for measuring GEO performance. We can track performance from multiple angles, such as whether our content is directly cited in AI responses or whether search volume for brand keywords has increased following AI recommendations.
While there are many metrics to consider, you should start by accurately measuring the traffic generated by AI search. This is because traffic data provides concrete numbers that most directly show which content the AI trusted and selected.
💡 Want to see more detailed GEO performance metrics beyond AI-driven traffic?
The Ultimate Guide to Measuring GEO Performance:Check out these AI search optimization metrics for B2B marketers!
GEO Performance: A 3-Step Guide to Measuring with GA4
Now, let’s take a look at the specific steps for measuring AI search performance using GA4. If you’re already using GA4, you can view AI traffic, popular landing pages, and even the search queries that drove that traffic—all without any complicated setup.
Step 1: Check AI-driven search traffic
The first step is to accurately identify the traffic coming from AI channels within your overall traffic. You can easily check this using the Exploration report in GA4.
Create a New Exploration Analysis Report
1. Log in to GA4 > Click "Explore" in the left-hand menu.
2. On the Start New Exploration Analysis screen, select “Empty.”
Loading variables required for analysis
1. Select a date
Select the time period for which you want to view the results.
2. Load Measurement Standards
– 페이지 리퍼러
– 페이지 경로 + 쿼리 문자열
3. Import Metrics
– 총 사용자
4. Add a segment
4.1 Segments require separate setup. Click “Create New Segment” in the upper-right corner of the “Add New Segment” screen.
4.2 Select “Event Segment.”
4.3 Configure the segment settings as shown below.
[Set Conditions]
– 페이지 리퍼러 Set this to include cases where the value is the URL of an AI search engine.
– chatgpt.com, perplexity.ai, claude, gemini.google.com, deepseek, copilot.microsoft.com Includes the URLs of AI search engines you want to track.
[Set Additional Conditions]
– utm_source does not include
– This is to exclude cases where the UTM parameter value lists an AI search engine URL as the referral source.
– Example) https://elifunt.kr/?utm_source=chatgpt.com In such cases, since the page was not directly accessed via AI search, it is excluded.
View AI traffic data
1. Add a setting
1.1 Add a segment
1.2 Addition of Measurement Criteria
– 페이지 리퍼러
1.3 Adding Measurement Items
– 총 사용자
1.4 Maximize row display
2. In the report, you can see how many users came from each channel.
Step 2: Review the landing pages selected by the AI
Once you’ve determined the volume of AI-driven traffic by channel, the next step is to analyze specifically which pages the AI has chosen. By reviewing landing page data, you can identify the types and structures of content that the AI prefers.
View AI Landing Page Data
1. Add a setting
1.1 Add a segment
1.2 Addition of Measurement Criteria
– 페이지 리퍼러
– 페이지 경로
1.3 Adding Measurement Items
– 총 사용자
1.4 Maximize row display
2. You can view the results in the report as shown below.
Step 3: Track Inbound Search Terms
Finally, we’ll look into what specific queriesAI-driven users used to reach our page. At this point, it’s still difficult to directly view the search terms entered by users on AI search engines like ChatGPT and Perplexity. However, we can view Google search keywords. Since Google also offers AI search features like “AI Overview,” we can use Google search keywords to infer the search terms used on AI search engines.
To view organic search keywords in GA4, you need to link it to Google Search Console (GSC).
GA4 – How to Connect to Google Search Console
1. Select the “Administration” menu from the left-hand sidebar.
2. Go to Product Links > Search Console Links to link your Google Search Console account.
3. It may take 24–48 hours for the data to appear in GA4 after the integration is complete.
Checking Search Keywords Using AI
Once you've completed the integration between GA4 and Search Console, you can easily check Google search keywords as shown below.
1. Go to Reports > Acquisition > Search Console > Query Report.
2. Check AI search keywords
As you browse through the list, you’ll likely notice long-tail keywords that are phrased as complete sentences or include words like “comparison,” “method,” “price,” or “pros and cons.” These search queries can be considered similar to the keywords users enter into AI search engines. Rather than assumingusers are searching for these exact questions,I recommend using this information to understand the types of queries—and the intent behind them—that lead to your website being displayed and driving traffic.
Insights from AI Performance Data: 2 Ways to Apply Them to GEO Optimization
1. Landing Page Analysis: Designing Content That AI Wants to Cite
The key to GEO is ensuring that AI systems select our content as a “trusted source” when generating responses. By analyzing the pages that receive traffic from AI sources via GA4, you can identify common traits in the content that AI trusts and prefers. Please note that the preferred content types may vary by AI channel!
Compile these common elements into a template to use as a reference when publishing new content, and use it to improve existing pages that aren’t performing well.
2. Identifying Inbound Search Terms: Discovering High-Conversion Long-Tail Keywords
According to a 2025 survey by the Reuters Institute for the Study of Journalism, the percentage of generative AI users who use the technology to search for information has doubled from the previous year,reaching 24%.
In an AI search environment, users tend to ask specific, conversational questions such as, “Compare the prices and pros and cons of Solution A and Solution B,” or “What is an effective SEO strategy for a B2B startup with a limited budget?” This allows us to identify specific pain points based on the questions potential customers ask. By analyzing this customer intent, we can infer which stage of the buyer’s journey they are in and even pinpoint exactly what they are curious about.
See the results of your AI search for yourself and make improvements
Just like SEO, GEO won’t be fully optimized overnight just because you’ve completed all the technical setup. Try measuring your results consistently and making improvements one step at a time. If you’re not sure where to start, begin by checking whether your website is currently receiving traffic from AI sources.
By applying the GA4 data analysis methods we’ve covered today, you can immediately see the results of your AI search optimization in concrete numbers and determine the direction of your next strategy—all without complex tools or additional costs.
If you don’t measure it, you can’t improve it. Turn on GA4 now and see how your brand is performing in AI search!
🚀 Want to get started with GEO performance analysis alongside an expert?
Optimizing for AI search isn’t a one-time task. It requires an ongoing process of consistently measuring performance, refining content based on data, and adapting to evolving AI algorithms.
If you want to approach this entire process systematically, partner with Elephant Company. We provide support ranging from SEO/GEO diagnostics to keyword analysis, performance measurement, and content improvement strategies.
