What 13 months of data reveals about LLM traffic, growth, and conversions

LLMs and their affect on site visitors to a model’s web site are a significant subject in our consumer conversations. Everybody needs to know what’s occurring, how they will do higher, and what the very best practices are.

My suggestion to manufacturers proper now’s to start out with the information and concentrate on what they will know for certain.

To glean insights into how LLM site visitors is influencing key metrics, we analyzed our dataset of LLM immediate referral site visitors in Google Analytics throughout our buyer base during the last 13 months (Jan. 1, 2025 to Feb. 7, 2026). 

We centered on site visitors from numerous LLM fashions to model websites and the conversion occasions closest to true enterprise outcomes. In some circumstances, that’s a purchase order. In others, it’s a generated lead.

After we take a look at this dataset, 4 main findings rise to the floor:

• LLM referral site visitors continues to be small.
• LLM site visitors is rising quick.
• The sources referenced in responses are shifting.
• LLMs convert at a really excessive fee in comparison with different channels

LLM referral site visitors continues to be small

LLM referral site visitors accounts for lower than 2% of complete referral site visitors on common, in accordance with our dataset. In different phrases, fewer than 2 out of 100 guests to a web site come from an LLM referring supply.

The vary is 0.15%-1.5% of referral site visitors coming from numerous LLMs, together with ChatGPT, Perplexity, Gemini, and Claude.

So whereas this can be a main subject of dialog, it isn’t the very best precedence for near-term bottom-line affect for a lot of companies.

LLM site visitors is rising quick

LLMs, as a referral supply, are rising rapidly, in accordance with our knowledge. Evaluating the primary half of 2025 with the second half, we noticed a median development fee of 80% in LLM referral site visitors.

There was a variety throughout the dataset. Some firms noticed simply 10% development, whereas others skilled 300% will increase.

Under is the combination referral site visitors by month in 2025. It exhibits a gentle month-by-month enhance, constructing to 3x referral site visitors development from January to December.

Meaning it’s not sufficient to know your quantity of LLM site visitors. You additionally want to watch the rate of that development.

LLMs are increasing as shopper adoption grows, and immediate algorithms preserve altering. Between these two variables, you’ll be able to see dramatic swings that it’s good to monitor.

Dig deeper: LLM optimization in 2026: Tracking, visibility, and what’s next for AI discovery

Sources referenced in responses are shifting

The sources cited in LLM responses are altering rapidly.

Right here’s a take a look at our dataset since September of final yr. The information comes from monitoring greater than 5,000 prompts and their responses throughout numerous LLM APIs, together with Gemini, ChatGPT, and Perplexity.

YouTube hyperlinks and citations have elevated during the last 30 days. Reddit noticed related development, although that site visitors lately leveled off.

These shifts in citations and hyperlinks will have an effect on the site visitors that finally reaches your web site, and so they may additionally affect your advert and content material methods.

For those who don’t monitor this knowledge, you gained’t see these modifications. LLMs don’t present this data straight — you’ll be able to solely entry it via a third-party instrument.

LLMs convert at a really excessive fee in comparison with different channels

That is possible essentially the most attention-grabbing and necessary discovering. While you examine conversion charges alongside the overall share of site visitors, the distinction turns into clear.

LLM referrals are the highest-converting site visitors supply throughout our buyer base, with an approximate 18% conversion fee. That’s larger than another tactic, together with paid buying, search engine optimization, and PPC.

Nonetheless, they account for the bottom share of complete site visitors to a model’s web site, about 25 occasions lower than search engine optimization or direct.

Dig deeper: How to better measure LLM visibility and its impact

What manufacturers ought to do subsequent

Primarily based on these findings, you need to take the next actions to arrange for the evolving LLM panorama.

1. Set up devoted monitoring

Whereas LLM site visitors quantity continues to be low, its development fee and volatility, together with shifts between sources like YouTube and Reddit, make monitoring important.

• Observe velocity: Don’t simply take a look at quantity. Monitor the speed of development in LLM referrals to know when this channel crosses a significant threshold for your enterprise.
• Monitor quotation sources: Use out there third-party instruments to know which LLMs and which forms of platforms, together with boards, movies, and information, are driving essentially the most citations and subsequent site visitors.

2. Capitalize on high-value site visitors

An 18% conversion fee suggests LLM-referred customers are extremely certified. They usually arrive with clear intent or after their question has already been answered or validated by the LLM.

• Analyze high-converting journeys: Overview the person journey for LLM referrals. What content material are they touchdown on? What queries are being answered that result in conversion?
• Optimize for intent: Focus content material and touchdown web page optimization on the high-intent wants mirrored within the LLM’s quotation context. Deal with this site visitors as a premium viewers.

3. Plan for future development

Given fast LLM adoption, as we speak’s low site visitors quantity gained’t final.

• Develop a content material technique for AI: Construct a technique that anticipates how LLMs summarize, cite, and reference your materials. This isn’t conventional search engine optimization. It’s about being the authoritative supply LLMs select to hyperlink to.
• Allocate finances: Whereas this will not drive quick bottom-line affect, dedicate a small finances to instruments and sources centered on understanding and optimizing the LLM referral channel.

This area is evolving quick. Hopefully, this dataset exhibits how issues are progressing and motivates motion inside your group.

It is a time of change. For those who innovate, keep centered, and use knowledge, you could have a transparent alternative to outperform your competitors.

Dig deeper: LLM consistency and recommendation share: The new SEO KPI

From rising channel to strategic sign

LLM referral site visitors continues to be a small share of total quantity, but it surely’s rising quick, shifting the place it cites, and driving sturdy conversions.

Don’t overreact. Monitor the development strains, perceive the place citations come from, and watch how this viewers behaves as soon as it lands. This area is shifting quick, and if you happen to keep near the information, you’ll be higher positioned because it evolves.