analytics-insights

# Analytics & Insights ## GA4 "AI Assistant" channel group (added 13 May 2026) Google Analytics 4 added a new **default channel group called "AI Assistant"** on 13 May 2026 ([GA4 channel groups doc](https://support.google.com/analytics/answer/9164320?hl=en)). When a referrer matches a recognized AI Assistant (ChatGPT, Gemini, Claude, etc.), GA4 automatically: - Categorizes the session under the **AI Assistant channel group** - Sets the **Medium dimension to `ai-assistant`** This is the **attribution-side counterpart** to the new GSC AI Performance Report (rolled out 3 June 2026 — see `/digital-marketing-pro:gsc-ai-performance`). Because the GSC AI report intentionally excludes click data, the GA4 AI Assistant channel is currently the cleanest path to attribute *actual traffic* coming from generative AI surfaces. **Recommended GA4 setup checks** when onboarding a brand: 1. **Confirm the channel group is live in the property.** Newer GA4 properties get it automatically; older ones may need it to appear after Google's backfill completes. If the brand reports their channel reports look unchanged after 13 May, check explore reports filtered by `sessionDefaultChannelGroup = "AI Assistant"`. 2. **Add the AI Assistant channel to custom reports + dashboards** — for any brand running an AEO program (`/digital-marketing-pro:aeo-geo`, `/digital-marketing-pro:aeo-audit`), the AI Assistant channel trend is now a primary KPI alongside organic search clicks. 3. **Don't merge AI Assista...