You can track most of where your leads come from with free tools and one habit: asking. AI search is the hardest source to see, because many assistants don’t pass clear data. So you combine Search Console, tagged links, call tracking and a simple “How did you find us?” question, then look for patterns over a few months. This guide shows how to track leads from AI search and Google with tools you probably already have.
What can Search Console tell you?
Google says traffic from AI Overviews and AI Mode is counted in the Search Console Performance report under the Web search type. It isn’t broken out as a separate line, so use it as a trend signal. Watch impressions and clicks on question-style queries and on your main service pages. The documentation explains the details.
How do you track calls and messages?
- Phone calls: use a call tracking number or your phone provider’s call log. Note the time and ask callers how they found you.
- WhatsApp and forms: record which page the click or form came from. Many form plugins capture the page URL automatically.
- Google Business Profile: check the calls, website clicks and direction requests it reports for your listing.
What about tagging your links?
Add campaign parameters (UTM tags) to links you control, such as the website link on your Google profile, social bios, email footers and ads. Then your analytics shows which source sent the visit. Use a consistent naming pattern, for example source=google, medium=business-profile.
How do you spot visits from AI assistants?
Check your analytics for referral traffic from AI tools. Some assistants pass a referrer or tag and some don’t, so you’ll see only part of the picture. Treat any numbers as a minimum, not a total.
What is the most reliable way to track leads?
Asking. Add “How did you hear about us?” to your booking form and train staff to ask on calls. Include options such as Google Maps, Google search, ChatGPT or another AI tool, a friend, social media and other. Self-reported answers aren’t perfect, but they catch what analytics can’t.
A simple monthly routine
- Export calls, forms and WhatsApp enquiries into one sheet.
- Record the source for each, from tags or from what people told you.
- Note which enquiries turned into customers.
- Compare against Search Console trends and your prompt-test results.
- Decide what to do more of next month.
Even a simple habit to track leads will beat guessing. We set up this kind of tracking for clients in our SEO services and paid ads work. Questions? Get in touch.
Frequently Asked Questions
Can I see how many people come from ChatGPT?
Sometimes. If the assistant sends a referrer, your analytics may show it as referral traffic. Many visits won’t be attributable, so also ask customers directly.
Where do AI Overview clicks appear?
Google says they are included in the Search Console Performance report under the Web search type, not shown separately.
Do I need paid call tracking?
Not to begin. A phone call log plus asking callers how they found you gives useful data. Paid tools help when you run several campaigns and need exact attribution.
What are UTM tags?
Short tags added to a link’s URL that tell your analytics where a visit came from, such as a Business Profile link or an email.
How long before the data is useful?
Give it at least two to three months. Local enquiry volumes are small, so patterns take time to show.