How do I measure enquiries from ChatGPT and AI search?

What to check first

Use these checks to identify the problem before buying work or changing the setup.

• ✓Source and landing page when available
• ✓Completed, genuine enquiries rather than form starts
• ✓Optional customer-reported discovery
• ✓No private messages or prompts in analytics events

Record the visit that actually arrives

Inspect the available referrer, source tags and landing page. A known AI referral is evidence of a visit from that source, not the exact wording that produced it. A direct visit may have been influenced by an assistant, a friend or a saved link; do not assign it to AI without evidence.

Ask one optional question

“How did you first find us?” can distinguish ChatGPT, another AI tool, Google, a recommendation or something else. If the visitor volunteers what they asked, keep that answer with the enquiry and use it to improve relevance. Do not make it a barrier to contacting you or send the text into analytics.

Run a small, consistent visibility log

Choose questions that represent real buying needs and record the provider, date, location wording, browsing status, mentions and citations. Repeat them periodically with the same method. Treat the log as a sample; answers change and may be personalised.

Report outcomes without double-counting

One customer might first see an AI answer, later search the brand on Google and finally enquire directly. Keep the reported first source and the tracked visit source as separate fields rather than claiming three leads. The useful measure is the suitable enquiry and eventual work.

Apply this to your business

Tell Graeme what you sell, where customers are and where the journey breaks. The next step is a scoped conversation about ai search visibility and chatgpt discoverability, not an automatic package of unrelated services.