ChatGPT adds UTM parameters to more links for better analytics tracking

OpenAI has updated the ChatGPT interface to include additional UTM parameters on links within the "More" section, addressing a significant gap in analytics tracking for marketers monitoring AI-driven traffic. The change was announced on June 13, 2025.

According to Glenn Gabe, an SEO consultant at G-Squared Interactive, the update resolves a longstanding issue where links from ChatGPT's "More" sources appeared as direct traffic in analytics platforms. "Heads-up, this should jump the traffic levels in GA4 and other analytics tools for ChatGPT," Gabe posted on X. "That's because ChatGPT finally added utm parameters for 'More' sources versus just the citations."

Previously, ChatGPT included UTM parameters only on citation links. The "More" section links were standard links without any tracking parameters, making it impossible for website owners to identify traffic originating from the AI platform. The new implementation adds utm_source=chatgpt to these previously untracked links.

This technical change addresses measurement challenges that have grown more significant as AI search platforms gain adoption. The tracking improvement comes at a time when artificial intelligence search interfaces are reshaping how users discover and access web content. Marketing professionals increasingly rely on accurate attribution data to understand traffic sources and optimize their digital strategies.

Summary

Who: OpenAI updated ChatGPT's interface to include UTM parameters, with the change first noticed and reported by SEO consultant Glenn Gabe.

What: ChatGPT now includes utm_source=chatgpt parameters on links in the "More" section, which previously lacked any tracking parameters. This enables analytics platforms to properly attribute traffic from these links instead of categorizing them as direct traffic.

When: The change was announced on June 13, 2025, based on Glenn Gabe's observation and post on X.

Where: The update affects the ChatGPT web interface, specifically the "More" section links that direct users to external websites. The change impacts traffic tracking in Google Analytics 4 and other analytics platforms.

Why: The implementation addresses a significant measurement gap for marketers who needed to track AI-driven traffic accurately. Previously, traffic from ChatGPT's "More" section appeared as direct visits, making it impossible to measure the platform's actual impact on website traffic and complicating marketing attribution models.

The parameter implementation follows standard UTM tracking conventions used across digital marketing. UTM parameters are code snippets appended to URLs that help analytics platforms categorize traffic sources. The utm_source parameter specifically identifies the referring platform, enabling marketers to distinguish ChatGPT traffic from other sources in their analytics reports.

For the marketing community, this development carries significant implications. Traffic attribution has become increasingly complex as users interact with multiple AI-powered search platforms. Without proper UTM tagging, traffic from these platforms often appears as "direct" visits in analytics tools, obscuring actual traffic sources and complicating marketing attribution models.

The timing of this update aligns with broader industry discussions about AI search platforms and their impact on website traffic. Search engines in 2025 continue to evolve as ChatGPT and Google reshape the search landscape, with artificial intelligence features becoming increasingly prominent in how users access information online.

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The change affects Google Analytics 4 and other analytics platforms that parse UTM parameters for traffic categorization. Previously, marketers examining their analytics data would see traffic from ChatGPT's "More" section classified as direct traffic, making it difficult to measure the platform's impact on website visits. The new UTM implementation provides clearer visibility into how ChatGPT users navigate to external websites.

From a technical perspective, the update modifies the link structure within ChatGPT's interface without requiring any changes from website owners. The UTM parameters are appended automatically when users click on "More" section links, ensuring that analytics platforms can properly attribute the traffic source.

The enhancement addresses concerns about measurement accuracy as AI search platforms become more prominent in the digital landscape. Marketing professionals have increasingly sought ways to track and analyze traffic from AI-powered sources as these platforms gain user adoption. The lack of proper tracking from ChatGPT's "More" section had created attribution gaps in analytics data.

Google has similarly addressed tracking challenges with its AI-powered search features. Google recently fixed an AI Mode tracking bug that was affecting referrer data, demonstrating the industry-wide focus on maintaining accurate analytics as search experiences incorporate artificial intelligence features.

The UTM parameter addition comes as analytics platforms continue evolving to accommodate new traffic sources. Google Analytics has streamlined key event tracking with one-click recommendations, while also introducing enhanced integration capabilities between Search Console and Analytics data to provide marketers with more comprehensive insights.

For businesses investing in content strategies designed to capture AI search traffic, accurate measurement becomes crucial for understanding return on investment. The ability to properly track ChatGPT referrals enables more informed decision-making about content optimization and resource allocation.

The implementation also reflects the growing sophistication of AI search platforms in addressing ecosystem needs. As these platforms mature, they increasingly incorporate features that support the broader digital marketing infrastructure, including analytics and measurement capabilities that marketers depend on for performance evaluation.

Marketing measurement has become more complex as users interact with multiple AI-powered platforms throughout their research journeys. The addition of proper UTM tracking to ChatGPT's "More" section links helps restore visibility into these traffic flows, enabling more accurate attribution modeling and campaign performance analysis.

The update's impact extends beyond simple traffic counting. Marketing professionals use referrer data and UTM parameters to understand user behavior patterns, optimize content strategies, and measure the effectiveness of their online presence. When tracking information gets compromised or absent, it affects campaign optimization and can complicate relationships between AI platforms and content providers.

Industry experts have noted the importance of maintaining accurate analytics data as search experiences continue evolving. The proper implementation of UTM parameters ensures that traffic attribution remains reliable even as new AI-powered search interfaces gain prominence in the digital landscape.

The technical change reflects broader industry trends toward transparency and measurement standardization across digital platforms. As AI search tools become more integrated into users' information-seeking behaviors, maintaining consistent tracking mechanisms becomes essential for marketing professionals who depend on accurate data for strategic decision-making.

Timeline

• March 2022: Google adds new UTM parameters to Google Analytics including utm_source_platform, utm_creative_format, and utm_marketing_tactic
• December 2024: Google Analytics streamlines key event tracking with one-click recommendations
• February 2025: Google Search Central integrates Analytics with Search Console data to improve SEO analysis capabilities
• April 2025: Google adds hourly data support to Search Analytics API providing up to 10 days of granular data
• June 2025: Google fixes AI Mode tracking bug affecting referrer data to ensure proper attribution
• June 13, 2025: ChatGPT adds UTM parameters to "More" section links for improved analytics tracking