How to Analyze GenAI Traffic and AI Overview Impact in Adobe Analytics?

[FantomR]

Hi everyone,
I’m working on a project to analyze the impact of Generative AI tools (e.g., ChatGPT, Google AI Overview) on our website traffic and engagement metrics using Adobe Analytics.
We recently lifted AI crawler restrictions in mid-July, allowing GenAI tools to index our website. Since then, we’ve noticed changes in traffic patterns, especially on informational pages.
However, since traffic from AI Overview is categorized as organic search by default, I’m looking for alternative methods or best practices to:

• Identify which pages were impacted post-July (e.g., drop in page views or engagement).
• Infer GenAI-driven traffic despite the lack of direct referrer data.
• Compare pre- and post-crawler lift performance using Adobe Workspace.

Has anyone tackled similar challenges or found alternative ways to isolate GenAI impact in Adobe Analytics?
Any tips, segment logic, or dashboard examples would be greatly appreciated!
Thanks

[MandyGeorge]

There is a new release coming to Adobe Analytics in October that will let you analyze traffic from AI sources. If you read the release notes, it's the first item. Current Adobe Analytics release notes | Adobe Analytics

In the meantime, if you identify the AI referrers you could build a segment for them. Eric Matisoff wrote a blog about this a little while ago, and he talks about some of the challenges with identifying AI traffic. Identifying Traffic from Generative AI / LLMs | Analytics Rockstar

[Jennifer_Dungan]

In the meantime, even without the Adobe update, you can create a segment that looks at referring domains from known Gen AI websites.. while the Adobe one should be a more complete list, reviewing the "heavy hitters" is an easy check you can make today.