Ahrefs Unveils New Traffic Tracker Comparing Google Search vs. ChatGPT Referrals
Ahrefs introduces a monthly dashboard that highlights Google’s dominance while showcasing ChatGPT’s surprising growth as a referral source.
3 min readHighlights
Google remains the largest referral traffic driver, far ahead of ChatGPT.
ChatGPT shows rapid, measurable month-over-month growth in referrals.
Ahrefs tracker updates monthly with consistent referrer-based data.
Image Source: Created by Martech Scholars using an image from Canva Pro_AI Search Comparison – Google vs. ChatGPT.
Ahrefs Launches AI vs. Search Traffic Tracker
The rise of AI-powered search tools has changed how users discover and interact with content online. To help businesses and marketers measure this shift, Ahrefs has released a new public dashboard that compares referral traffic from Google Search and ChatGPT.
The dashboard is updated monthly and currently tracks data from 44,421 websites connected to Ahrefs’ free Web Analytics tool. For the first time, site owners can view referral traffic from a traditional search engine (Google) against an AI chatbot (ChatGPT) on a comparable scale.
The Early Numbers
The first set of data reveals a stark contrast between the two platforms. In July, websites in the cohort received:
- 41.9% of total traffic from Google Search
- 0.19% of total traffic from ChatGPT
While ChatGPT’s share may seem small, the trend lines show a different story. In July alone, Google grew 1.4% month-over-month, while ChatGPT grew 5.3%, marking a growth rate nearly 4x faster.
Interestingly, the previous month’s trend was reversed, with Google growing 6.8% and ChatGPT only 1.6%. These fluctuations highlight that while Google dominates in volume, ChatGPT is steadily carving out a measurable niche.
Ahrefs summed up the findings with a bold statement:
“ChatGPT is growing 3.8x faster than Google.”
Why It Matters
For businesses and marketers, this shift is more than just numbers—it signals a new referral channel. Google has long been the backbone of web discovery, but ChatGPT’s emergence as a measurable source of traffic introduces a new dimension to digital marketing.
Two years ago, traffic from AI chatbots was virtually nonexistent. Today, platforms like ChatGPT are starting to influence how people reach websites, consume content, and make decisions online.
The implications are significant: while SEO strategies remain tied to Google, AI-driven discovery could shape the next wave of traffic acquisition.
How The Data Is Collected
To ensure accuracy and reliability, Ahrefs restricts its dataset to sites that appear in all months of measurement, creating a consistent time series. This prevents skewed results and provides a clearer view of long-term trends.
Each month, the dashboard displays:
- The latest update timestamp
- Growth percentages for Google and ChatGPT
- Overall referral shares for both platforms
However, it’s important to note that the dashboard only tracks referrer-based traffic. Some AI tools and in-app browsers strip referrer data (adding noreferrer), which means actual AI-driven visits may be undercounted.
Ahrefs has flagged this analytics blind spot before, especially when analyzing AI assistants and Google’s own AI-powered search features.
Key Caveats
- Limited Sample – The data only covers websites using Ahrefs’ Web Analytics tool.
- Undercounting Risk – Referrer stripping by some AI systems may lead to lower reported numbers.
- Small Share, Big Growth – Although ChatGPT’s 0.19% share is tiny compared to Google, its growth rate is undeniable.
In earlier studies, Ahrefs estimated AI referrals at 0.17% of total traffic across broader samples, which closely aligns with the 0.19% measured here—suggesting directional consistency.
Looking Ahead
Google remains the clear leader in driving traffic, with its share dwarfing that of ChatGPT. But the growth trajectory of AI-driven referrals signals an important trend marketers cannot ignore.
For now, the message is clear:
- Anchor your strategy in Google SEO.
- Monitor AI-driven referrals as they grow into a legitimate channel.
Ahrefs’ new tracker makes this possible by offering a transparent, reliable way to compare both sources month after month.
As AI search tools like ChatGPT continue to evolve, so too will their role in the digital marketing landscape. Businesses that keep an eye on these trends—and adapt accordingly—stand to gain an edge in the next era of search and discovery.
