In short. Apply an AI channel segment to Goals reports, add a Referrer Name filter for an assistant, and compare conversion counts and rates over the same period.
Definition: A goal is a configured website objective, such as reaching a confirmation page. As of 17 October 2026, Matomo documents reporting AI traffic conversions by applying an AI acquisition segment to Goals reports; conversion rate is the percentage of visits that trigger a goal conversion.
Key facts
- Matomo's AI traffic and KPI guide recommends a segment where
Channel Type is AIfor analysing conversion rates and goal completions. - Matomo's metrics reference defines conversion rate using visits as its basis.
- Matomo's goal configuration guide states that each goal counts once per visit by default, with an option to allow repeated conversions.
- The segment reference provides both
Channel TypeandReferrer Nameas acquisition filters.
How is the AI audience selected?
A segment filters analytics data to a selected group of visits. Matomo's segment builder guide describes opening Visitors > Segments or the dashboard's segment selector, then clicking Create New Segment.
The condition recommended in the AI KPI guide is:
Channel Type is AI
For an individual assistant, the documented filters can be combined as follows. The placeholder represents a value selected from Matomo's suggestions:
Channel Type is AI
AND
Referrer Name is <assistant value suggested by Matomo>
The builder supports AND conditions and suggests values from the collected data. TEST opens a log of matching visits; Save & Apply saves the segment and applies it to reports.
Matomo's AI terminology guide identifies assistant referrals from referrer information and gives chatgpt.com as an example referrer domain. Attribution to an assistant requires that information to be available.
Which goal metrics belong in the report?
With the segment active, the reporting destination is:
Goals > Overview
Matomo's goal analysis guide describes summary cards containing conversion numbers and rates. Clicking a goal title opens its dedicated page with more detailed graphs and data. Selecting the same configured goal for each assistant comparison keeps the objective consistent.
The evolution graph plots conversion counts by default. Its Choose metrics dropdown adds metrics, including conversion rates, to the graph. The same guide explains why counts and rates should be reviewed together: more visits with unchanged conversions produce a lower conversion rate.
A report can therefore show the assistant segment, the selected goal, its conversion count and its conversion rate for the chosen period. The goal analysis guide also provides a Goals by Referrers breakdown for examining the sources associated with goal completions.
How are assistants compared over the same period?
Matomo's segment comparison guide describes selecting an initial segment, then clicking the Compare icon beside another segment in the selector. Compatible reports display both segments side by side, with colour-coded segment cards at the top.
Applied to saved assistant-source segments, this provides a comparison of their goal results. The date selector also supports comparisons across custom date ranges or calendar periods. The Visitors > Segments page shows Visits and Actions for each segment for the selected period, providing the traffic volume alongside the goal results.
Related terms
- AI referral traffic
- Where do I find AI assistant traffic in Matomo?
- How do I create a Matomo segment for one AI assistant?
- How do I define a Matomo goal for a completed enquiry?
FAQ
Can I count repeated goal completions during one visit?
Yes. Matomo's goal configuration guide provides Allow Goal to be converted more than once per visit. The default counts each goal once per visit.
Does this report include chatbot requests for website content?
The AI terminology guide describes the AI Assistant acquisition channel as visitors referred by assistants. Direct access by AI tools is measured through the separate AI Agents or AI Chatbots reports, depending on detection signals.
Sources
- Matomo, "Measure AI traffic, conversions, and KPIs with Matomo", undated
- Matomo, "What are metrics?", undated
- Matomo, "Create a Goal in Matomo", undated
- Matomo, "Build custom segments in Matomo", undated
- Matomo, "Segmentation in the API", undated
- Matomo, "What are AI Assistants in Matomo", undated
- Matomo, "Analyse Goal reports and conversion rates", undated
- Matomo, "Compare segment data", undated
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