ChatGPT sends less than 1% of Google's traffic
ChatGPT referral traffic amounts to just 0.62% of the sessions Google organic search sends to websites, according to an analysis by Marie Haynes covering 100 sites, 12 months of GA4 data and more than 145 million sessions. Adding referrals from other large language models raises the figure to 0.73% of Google organic traffic, not of total site traffic.
ChatGPT visitors converted at 13.8% across the 55 sites tracking conversions, against 3.02% for Google organic visitors. The higher rate did not close the gap: Google organic still produced 27 times as many conversions as all LLMs combined.
Haynes said ChatGPT referral traffic stopped growing exponentially in August 2025 and declined afterwards, and described GEO as a distraction. The analysis did not specify reporting dates, industry mix or how conversions were defined, and did not measure changes in Google organic traffic.
For brands weighing investment in AI search visibility, the numbers set the current scale: Google remains the channel sending buyers to sites, while AI assistants deliver far fewer sessions at a higher conversion rate. That leaves open how much AI citation matters as discovery behaviour shifts.
Reported by MarTech ↗
Topics: ChatGPT, Google Search, Measurement