AI search is now a major referral source, but you're only seeing the tip of the iceberg. Snowplow's Nick Stanchenko explains why JavaScript-based analytics miss most AI agent activity, and why server logs hold the key to AI search engine optimization (AIEO).
What you're missing:
- Training bots (GPTBot) indexing your content
- Search agents (OAI-SearchBot) checking current versions
- Real-time fetchers (ChatGPT-User) pulling fresh data
- Everything except the final human click with utm_source=chatgpt
Questions you can't answer without AI traffic data:
- Which AI platforms are most active on my site?
- Which ones actually drive conversions?
- What content performs well in AI responses?
- Should I optimize for or block specific agents?
The solution: Combine client-side tracking (JavaScript) with server-side data (logs) in one platform. Server logs capture all requests, human and AI, giving you the complete picture traditional analytics tools miss.
Catch the full session here: https://snowplow.io/events/ai-agent-bot-behavioral-intelligence-in-the-agentic-era