MarTech Reports ChatGPT Sends Less Traffic Than Google
ChatGPT drives minimal traffic compared to Google, but its visitors are more likely to convert. This disparity has significant implications for marketers
Original reporting · martech.org
Original: “ChatGPT sends less than 1% of Google’s traffic”
Read “ChatGPT sends less than 1% of Google’s traffic” at MarTech →
How this was written. Content Catalyst wrote this article with a language model from MarTech’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from MarTech’s report
- ChatGPT drives less than 1% of Google's organic traffic, according to a recent analysis by Marie Haynes.
- Visitors from ChatGPT are more likely to convert than those from Google organic search, but the overall volume of traffic is significantly lower.
- The growth of ChatGPT referral traffic has stalled, with referrals declining since August 2025.
- Google is currently the primary driver of AI search visibility, and marketers must prioritize their Google strategies.
- The study's findings highlight the need for marketers to stay informed about the evolving landscape of search marketing.
A recent analysis by Marie Haynes reveals that ChatGPT accounts for a tiny fraction of Google's organic traffic. The study examined data from 100 websites over a 12-month period, covering more than 145 million sessions. This research provides valuable insights into the current state of AI-driven traffic.
According to the study, ChatGPT sent less than 1% of Google's traffic, with other language models combined accounting for slightly more. However, Google still dominates the landscape, driving substantially more traffic than all language models put together. Marketers must consider this disparity when developing their strategies.
The analysis also shows that visitors from ChatGPT are more likely to convert than those from Google organic search. Despite this higher conversion rate, the overall volume of traffic from ChatGPT is significantly lower. As a result, Google organic search still drives many more conversions than all language models combined.
The growth of ChatGPT referral traffic has stalled, with the study noting that it stopped increasing exponentially in August 2025. In fact, referrals from ChatGPT have declined since then. This trend has important implications for marketers who are investing in AI-driven strategies.
MarTech reported that the study's findings support the idea that Google is currently the primary driver of AI search visibility. The company's editorial director, Danny Goodwin, has extensive experience in search marketing and has written about the latest developments in the field. The study's results highlight the need for marketers to stay informed about the evolving landscape of search marketing.
The study's author, Marie Haynes, has described Google's current dominance as a key factor in the search marketing landscape. While AI search may change the way customers discover brands and businesses, Google's current position means that marketers must continue to prioritize their Google strategies. The study's findings provide a nuanced view of the role of AI in search marketing.
As the search marketing landscape continues to evolve, marketers must stay up-to-date with the latest developments and trends. MarTech, owned by Semrush, remains committed to providing high-quality coverage of marketing topics. The company's expertise in search marketing and AI provides valuable insights for marketers seeking to navigate the complex world of search marketing.
Questions and answers
What percentage of Google's traffic does ChatGPT drive?
ChatGPT drives less than 1% of Google's organic traffic, according to a recent analysis.
Are visitors from ChatGPT more likely to convert than those from Google organic search?
Yes, visitors from ChatGPT are more likely to convert, but the overall volume of traffic is significantly lower.
What does the study's author say about Google's current dominance in search marketing?
The study's author describes Google's current dominance as a key factor in the search marketing landscape, and notes that marketers must continue to prioritize their Google strategies.
