AEO — Answer Engine Optimization — has in a short time become an important part of digital marketing. But how can we know that it actually works? What makes AEO unique is that its effect can be measured. With the right setup in GA4 and AI tracking tools let you see when traffic is coming from sources like ChatGPT, Perplexity or Bing Copilot.

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Without measurement, AEO is just a theory. With measurement, it becomes a proven strategy.

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Why is measurement crucial in AEO?

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In traditional SEO, we have long looked at clicks, rankings, and organic traffic. AEO requires an extended approach because content often appears as direct responses in AI tools, and the user does not always have to click further.

Here it's not just about being seen — it's about understanding how visibility in AI responses affects the brand and attracts qualified traffic.

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Key KPIs of AEO

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When measuring AEO results, you should focus on several types of key figures:
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• Visibility in AI responses: How often is your content sourced in tools like ChatGPT or Perplexity?

• Traffic from AI sources: How many actual visits stem from AI-generated recommendations or links?

• Quality of traffic: Do AI users behave differently? Do they see more pages, convert more often, or do they leave quickly?

• Engagement and branding: Even when there are no clicks, visibility in AI can provide strong positioning in the market.

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How to track AI traffic in practice

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To document the AEO effect, you need both analysis tools and a customized approach:

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1. Set up GA4 correctly

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Google Analytics 4 can be customized so that traffic from AI sources is tracked separately. It gives you an overview of how this traffic differs from classic organic search. In Explore, use session/source medium, and add the different LLM systems you want to track along with either events, number of sessions or whatever you want.

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2. Use AI tracking tools

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New tools on the market make it possible to see when and where your content shows up in AI responses. Combined with GA4, you get a clear picture of the value.

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3. Analyze the quality of traffic

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Look at conversions, page time, and user journey. Is AI traffic more valuable than other sources?

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No measurement — no strategy

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AEO is a rapidly evolving field. But one thing is certain: without measurement, we cannot know if what we are doing is working. When you set up clear tracking, AEO becomes not only an exciting idea, but a strategy you can document and improve over time.

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Do you need a check of SEO or AEO? Get in touch today!

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