How do you track which leads came from AI search?
Capture the referrer and UTM parameters on every form submission and store them with the lead. Traffic from AI assistants arrives with referrers such as chatgpt.com, perplexity.ai, claude.ai and copilot.microsoft.com. Carter Media stores first-touch source, medium, campaign and click IDs on every enquiry, so AI-sourced pipeline is measurable rather than guessed.
Key facts
- •AI referrers: chatgpt.com, perplexity.ai, claude.ai, copilot.microsoft.com
- •Store first-touch attribution, not last-click only
- •Direct traffic spikes with no campaign often indicate assistant referrals
Last reviewed 2026-09-03
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