How to Identify all LLM Referrers

@bjoern__koth and @joseph_making, I believe the new "Conversational AI" will be fully released in the big Q4 Release on Oct 16th, 2025.

It will not be retroactive, since that would be detrimental to historical reporting.

From the Release Notes:

In October, a new Referrer type dimension item will be available to help analyze traffic that comes from AI tools.

This new Referrer type dimension item, called Conversational AI tools, will group together referring domains of major AI tools, allowing you to look at trends for the group as a whole. The initial list of referring domains in this new category includes (but is not limited to):

• chatgpt.com
• claude.ai
• m365.cloud.microsoft
• grok.com
• gemini.google.com
• perplexity.ai

The new dimension item will be available in all Adobe Analytics-related tools including Analysis Workspace, Report Builder, Data Warehouse, Data Feeds, and so forth.

Consider the following when using this new dimension item:

• It is not always possible to distinguish referrer traffic that came from results provided in “AI mode” in a search engine vs. those that came from click-throughs from traditional search results.
• The new Conversational AI tools dimension item focuses on major providers with the most traffic. A new trend reveals a rising number of impersonator sites with domains similar to major AI tool providers. This is likely due to the ease with which individuals or groups can create their own AI tools and host them on the internet. Because this is a rapidly evolving space, please contact the Adobe support team if you find that a popular site is not included.
• The Referrer type dimension, including the new Conversational AI tools dimension item, is available only for data that is processed by Adobe Analytics.

(Documentation link to follow.)

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 If you need to get data on your current data set, you could create your own segment looking for known referrers, and the ChatGPT UTMs.

However, the Google Search AI Summary is less than ideal... there is no true identifier... the closest thing is the use of Google as a Referrer in combination with the use of a Scroll to Text Fragment...  

Scroll to Text is not unique to AI Summary links.. but the combination of it with the Google Referrer could get you close...

Scroll to Text Fragments are more protected than normal fragments, meaning you can't extract them with normal Fragment code, but they are available via the performance object.

Someone wrote a blog post to extra these types of fragments for use with GTM and GA4, but this can be modified for use with custom code Data Elements.

https://www.owntag.eu/blog/scroll-to-text-fragments-in-ga4/

But again, I would be mindful to pair this specifically with Google as a referrer, or maybe even specifically paired with Google Search: collecting scroll to text fragments in a dimension (or just a flag indicating the use of scroll to text), and creating a Marketing Rule (above the existing Search rules) to pair Natural Search Detection Rules with the scroll to text fragment?