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Events and ticketingClient work

See What ChatGPT Sends You: AI-Referral Reporting for a Ticketing Business

I added AI-referral reporting to a ticketing business’s own Looker Studio report and checked the underlying purchase tracking separately.

The brief

Context

An events and ticketing business needed tracking it could check and a report it could keep using. Part of the work was a simple question: are AI assistants sending visitors, and which landing pages do those visitors reach?

I added an AI Referral Traffic section inside the client’s existing Looker Studio report. I kept it under the client’s ownership.

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Symptoms

The situation Events and ticketing
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The investigation

Diagnosis

I grouped recorded session sources into named AI assistants: ChatGPT, Perplexity, Gemini, Copilot and Claude, with a separate group for other recognised AI sources. A page filter excluded unmatched sources.

  1. That classification depends on the source GA4 receives. If a visit arrives as Direct, this report cannot recover a missing referrer or prove that an assistant sent it. I put that limitation on the report itself.

Handover

What I built

Delivery noteDelivered Aug 2026

The report has a date selector, session and visitor totals, tickets sold and purchase revenue. It shows sessions over time, sessions by assistant, landing pages against sessions and tickets, and assistants against tickets and revenue.

When I built it, the property had no recorded AI traffic. I labelled the short collection history instead of presenting the zeros as a business conclusion.

I checked the purchase path separately. A test purchase carried its transaction identity into GA4, and the browser and server Meta purchase signals shared an event identity. A Google Ads conversion request was visible in the browser capture. That request was not verification of the Google Ads conversion counter.

Before → after

Results

Client work Done for real clients. Client details are anonymised.

  • Scope checklist across the tracking and reporting engagement

    Aug 2026

    22/22

    Before
    Tracking and reporting needed verification
    After
    22 of 22 scope items closed

  • AI Assistant channel in the follow-up data window

    Sep 2026

    Before
    No AI traffic when the report was built
    After
    3 sessions recorded
The full results table
ScopeObserved resultRead on
Whole tracking and reporting scope22 of 22 checklist items closed, including the walkthrough28 August 2026
HandoverSeven PDFs and a recorded walkthrough sent28 August 2026
AI-referral follow-upThree sessions recorded in the AI Assistant channel7 September 2026
Purchase follow-upThe first real sale recorded in GA4 came from organic GoogleSale on 30 August; checked 7 September 2026

Notes on the numbers

The real sale was not an AI-attributed sale. The follow-up proved that the AI report had started receiving traffic and that GA4 recorded a real purchase; it did not prove revenue from AI referrals. I did not verify receipt or attribution inside Google Ads.

A note from Daniilbefore you decide

What this means for a similar business

I can make AI referrals visible without claiming more than the data supports. The useful report shows the source, landing page and purchase measures together, explains missing attribution, and gives the business ownership of the report.

— Daniil

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Daniil Maximkin

Hi, I’m Daniil.

I work with you from defining the problem to implementation and handover. You talk to the person who does the work. I work in English and Russian.

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