Your team runs a post-purchase survey asking “How did you first hear about us?” Several respondents mention ChatGPT, but GA4 shows minimal AI referral traffic. What does this gap most likely reveal?
- Your GA4 installation is broken and needs to be reconfigured to properly track AI platform traffic.
- Your AI-influenced audience arrives through indirect paths that GA4 attributes to other channels.
- The survey respondents are confused about where they actually first discovered your brand.
- ChatGPT doesn’t generate reliable referral traffic, so the survey data is unreliable and should be discounted.