AI traffic attribution
How to track Microsoft Copilot traffic to your website
Microsoft Copilot is recommending products and linking to sites in its answers. When someone clicks through to yours, most analytics tools file it under “direct” — so you never learn that Microsoft Copilot sent you a customer. Here's how to fix that.
The hard way (GA4)
In GA4 you can build a custom channel group that matches the Microsoft Copilot referrer (copilot.microsoft.com) and, where available, its utm_source. It works, but it's manual, it only reports visits (never whether they converted), and it breaks every time an engine changes how it passes referrers.
The easy way
Paste one line of first-party tracking code on your site. It detects Microsoft Copilot automatically — by referrer and by utm_source, so it catches visits even when Microsoft Copilot strips the referrer — and ties each one to signups and revenue, not just pageviews. Other AI tools tell you whether Microsoft Copilot mentions you; this tells you which Microsoft Copilot visitors became customers.
One thing to know about Microsoft Copilot
Copilot now passes a referrer on the web (copilot.microsoft.com), so desktop visits are catchable; the mobile app strips it.
See if Microsoft Copilot is sending you customers
One line of code. Works with any website. First-party — no API needed.
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