How do I analyze an AI referral funnel in GA4 Explorations?

Definition: An AI referral funnel in Google Analytics 4 (GA4) combines an ordered set of website actions with a segment selecting activity from assistant-referred sessions. Funnel exploration shows how users progress through those actions and where they leave the sequence.

Key facts

• As of October 2026, Google's Explorations guide places exploration techniques under Explore, with segments available in Variables.
• Google's segment builder documentation defines session segments as subsets of sessions, including sessions originating from a particular campaign.
• Google's funnel documentation allows up to four segment comparisons and ten funnel steps.
• Google's ecommerce exploration example defines checkout steps using events such as begin_checkout and purchase.

How is the acquisition segment applied?

A segment is a subset of Analytics data used in an exploration. Google's Traffic acquisition report documentation defines Session source as the publisher or inventory source from which traffic originates, and Session source / medium as the source and medium associated with a new session. The report provides these dimensions for inspecting the source values recorded in the property.

The segment builder supports a custom session segment with dimension conditions. In Variables, the plus beside Segments opens segment creation. A session segment can select the recorded Session source values identified as assistant referrals; multiple source conditions can use OR within a condition group. The segment receives a descriptive name and is applied with Apply.

Google's Explorations guide explains that double-clicking a segment or dragging it from Variables into Tab Settings applies it to the visualization. The selected date range is also set in Variables.

Which funnel steps should be configured?

Google's checkout funnel example starts from this interface path:

Explore > Start a new exploration > Funnel exploration

Its setup requires ecommerce events on the website or app. The example removes unwanted template steps, opens the edit control beside Steps, and assigns an event condition to each named step. It uses this ordered event sequence:

begin_checkout
add_payment_info
add_shipping_info
purchase

These are Google's example conditions; the relevant website implementation determines which events are available. Apply saves the configured steps.

Google's funnel documentation distinguishes is indirectly followed by, which permits intervening actions, from is directly followed by, which requires the next action immediately. Within adds a time limit between steps. A closed funnel requires entry at the first step; an open funnel permits entry at any step.

How should the results be read?

According to Google's funnel documentation, users count only in steps completed in the specified sequence. Skipping a step removes a user from subsequent steps. For repeated completions during the selected date range, the funnel reports only the first sequence.

Applying the acquisition segment therefore produces a user progression view over the selected session activity. Show elapsed time displays the average time between steps. A Device category breakdown attributes a user's funnel steps to the first applicable device value, even when the user later changes device.

Related terms

• GA4 traffic acquisition
• How do I build a session segment for AI traffic in GA4 Explorations?
• How do I measure sales after AI referral visits?
• Why is older AI referral data missing from GA4 Explorations?

FAQ

Should I use a user segment or a session segment?

For activity in assistant-referred sessions, you can use a session segment. Google's segment builder example shows that a user segment can include activity from other sessions, while a session segment returns activity from matching sessions.

Why is the new funnel empty?

Google's funnel setup documentation displays a no-data notice until steps are added. You can check the step conditions alongside the selected segments, filters and date range named in that notice.

Can I export the result?

You can use Export data. Google's Explorations guide lists Google Sheets, TSV, CSV and PDF formats; Sheets, TSV and CSV include all data available in the selected visualization.

Sources

1. Google Analytics Help, "Get started with Explorations", undated
2. Google Analytics Help, "Segment builder", undated
3. Google Analytics Help, "[GA4] Funnel exploration", undated
4. Google Analytics Help, "[GA4] Ecommerce exploration solutions", undated
5. Google Analytics Help, "[GA4] Traffic acquisition report", undated

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