How to Track Website Traffic Coming from Agenticfeed

What Are UTM Parameters?

UTM parameters are small pieces of text added to the end of a URL that tell analytics tools where a visitor came from. They were invented by Google and are now a universal standard supported by virtually every analytics platform.

A URL with UTM parameters looks like this:

https://yourstore.com/products/drill?utm_source=agenticfeed&utm_medium=ai-agent

When a visitor arrives at that URL, Google Analytics records that the session came from source agenticfeed via medium ai-agent. You can then filter, segment, and report on that traffic separately from everything else.

What Agenticfeed Adds Automatically

Every merchant_url in your agenticfeed product feed is automatically tagged with:

utm_source=agenticfeed
utm_medium=ai-agent

So if your product page URL is:

https://yourstore.com/products/drill

An AI agent following your agenticfeed will see it as:

https://yourstore.com/products/drill?utm_source=agenticfeed&utm_medium=ai-agent

If your URL already has a query string (for example, a variant selector), agenticfeed appends with & rather than ?, so nothing is broken:

https://yourstore.com/products/drill?color=red&utm_source=agenticfeed&utm_medium=ai-agent

You do not need to configure anything. This tagging happens automatically for every product in your feed.

Finding Agenticfeed Traffic in Google Analytics 4

Standard Traffic Acquisition Report

The quickest way to check is the built-in Traffic Acquisition report:

1. Open Google Analytics 4
2. Go to Reports → Acquisition → Traffic acquisition
3. In the primary dimension dropdown, select Session source / medium
4. Look for the row agenticfeed / ai-agent

This shows sessions, engaged sessions, conversions, and revenue attributed to visits from AI agents via your agenticfeed.

Filtering by Source Only

If you want to see all agenticfeed traffic regardless of medium:

1. In the Traffic Acquisition report, click Add filter
2. Set dimension to Session source
3. Set condition to exactly matches
4. Enter agenticfeed
5. Click Apply

Creating a Saved Segment

To track agenticfeed traffic across all GA4 reports:

1. Go to Explore → Blank exploration
2. Click the + next to Segments
3. Choose Session segment
4. Add condition: Session source contains agenticfeed
5. Name it AI Agent (agenticfeed) and save

You can now apply this segment to any exploration or compare it against organic or paid traffic.

Setting Up a Conversion Comparison

One of the most useful things you can do is compare conversion rates between agenticfeed traffic and other channels:

1. Go to Reports → Advertising → Attribution
2. Compare agenticfeed / ai-agent against google / organic and direct / none

AI-referred traffic often converts at a higher rate because the user has already been through a recommendation process, they arrive on your page with clear intent.

Tracking in Google Analytics 4 (Universal Analytics / Old GA)

If you are still using Universal Analytics (ga.js or analytics.js), the same UTM parameters work identically. Go to Acquisition → All Traffic → Source/Medium and look for agenticfeed / ai-agent.

Note: Google has sunset Universal Analytics in favour of GA4. If you have not migrated yet, now is a good time.

Tracking in Shopify Analytics

Shopify's built-in analytics reads UTM parameters automatically from order attribution data.

1. Go to Shopify Admin → Analytics → Reports
2. Open Sessions by referrer or Sales by traffic source
3. Look for agenticfeed in the UTM source column

For deeper analysis, Shopify passes UTM data through to any connected GA4 or Meta Pixel as well, so you get attribution across platforms.

Tracking in Other Platforms

Adobe Analytics

Adobe Analytics reads UTM parameters via its Marketing Channels or Campaign variables. Set up a processing rule to map utm_source to a campaign variable. Once set, filter by agenticfeed in any workspace panel.

Mixpanel

Mixpanel automatically captures UTM parameters as user or event properties when its SDK is initialised on page load. Filter any funnel or report by utm_source = agenticfeed to isolate AI agent traffic.

Plausible Analytics

Plausible reads UTM tags natively. In your dashboard, click UTM Sources and look for agenticfeed. You can also filter the entire dashboard by that source.

Fathom Analytics

Go to your Fathom dashboard and open the UTM parameters view. Filter by utm_source = agenticfeed.

Hotjar / Microsoft Clarity

Both tools support URL-based filtering. Create a filter for pages containing utm_source=agenticfeed to watch session recordings and heatmaps for visitors arriving from AI agents.

What the Data Will Tell You

Once you have a few weeks of data, you can start to answer questions like:

• Which products are being recommended most by AI agents?
• What is the conversion rate of AI agent traffic compared to organic search?
• Which product categories attract the most AI-referred visitors?
• How does session depth compare, do AI-referred visitors browse more or go straight to checkout?
• Are AI agent referrals growing month over month as more agents adopt the agenticfeed standard?

This data also feeds back into your agenticfeed strategy. If certain products are getting referrals but not converting, it may be worth reviewing the product page or pricing. If a category is getting strong AI referral traffic and converting well, it is worth ensuring those products have complete, up-to-date intent data in your feed.

A Note on Attribution Windows

AI agent commerce is still emerging. In some cases, a user may ask an AI agent for a recommendation, receive your product URL, and then visit your site hours or days later directly or via a new search. Standard last-click attribution would not credit agenticfeed in that case.

For a more complete picture, use data-driven attribution in GA4, which distributes credit across all touchpoints in the path to conversion. As AI agent traffic grows, this model will more accurately reflect its contribution.

Summary

You do not need to do anything to enable UTM tracking with agenticfeed, it is built in and automatic.

Every product link served to an AI agent is tagged:

utm_source=agenticfeed
utm_medium=ai-agent

Open your analytics platform of choice, filter by that source, and you have a clean, measurable channel for all traffic arriving from AI agents via your agenticfeed. As AI-driven commerce grows, this becomes an increasingly important line in your acquisition reports.