GA4 data from 100 sites shows ChatGPT sends just 0.62% of Google’s organic traffic. Marie Haynes argues the real opportunity is agentic search

AI is absolutely rewriting how the internet works, but optimizing for large language model visibility misses where the actual return on investment exists as the web morphs from a place to find information to the agentic web.

Have you measured how many of your website’s visitors come from LLM tools like ChatGPT?

I looked at 12 months of GA4 data across 100 different websites of varying sizes with over 145 million sessions. In this dataset, sessions from ChatGPT amounted to just 0.62% of the volume driven by Google Organic.

When all other LLMs were included in this number, it increased to 0.73%.

I asked Gemini 4 Argon in Antigravity to turn this into a graphic to help me visualize the scale of this:

While it’s interesting to measure and try to influence whether your content is being cited by ChatGPT, for the vast majority of sites this traffic is miniscule compared to Google organic visitors!

Of the 100 sites in my dataset, 55 were tracking conversions in GA4. I did indeed find that ChatGPT visitors converted at a higher rate.

However, even though ChatGPT visitors converted at more than 4.5x the rate of Google organic visitors, Google still drove 96.5% of the total conversions across all channels analyzed.

In my small dataset, Google organic drove 27x more conversions than all LLMs combined.

When ChatGPT had been out for a few months, many of us looked at the clicks from ChatGPT, saw they were increasing, and predicted that if the exponential trend continued, LLMs would eventually send far more traffic than Google.

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