Visitors from ChatGPT is now edging out Google search in consumer engagement, in accordance with new Siege Media information.
By the numbers. ChatGPT visitors was 1.73% extra engaged than natural search on common between 2024-2025:
ChatGPT engagement fee: 63.42% (although this quantity declined 11.43% because the research began).
Natural search engagement fee: 61.64% (this quantity elevated 4.71% because the research began).
Why we care. AI referrals carry extremely certified guests, however in a lot smaller volumes. Manufacturers might win on depth of engagement however lose on breadth of viewers.
Accelerating diversification. Paid procuring, associates, and weblog pages ranked among the many most engaged channels. Common engagement charges throughout channels (2024–2025):
Paid procuring: 72.50%
Cross-network: 67.75%
Associates: 66.31%
ChatGPT: 63.42%
Weblog pages: 63.41%
What they’re saying. In response to the report’s writer, Michael Archambault
“Optimizing for AI-driven visitors is now not optionally available. These customers have particular questions, and your content material must be the definitive reply.”
In regards to the information. Siege Media analyzed engagement information from 304 consumer properties (previous and present) with permission. The dataset coated Jan. 1, 2024 to July 31, 2025, monitoring visitors engagement charges throughout channels, together with search, social, paid, referral, and AI sources.
The report. GA4 Engagement Price Benchmarks: ChatGPT vs. Google [New Data]
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Danny Goodwin is Editorial Director of Search Engine Land & Search Advertising Expo – SMX. He joined Search Engine Land in 2022 as Senior Editor. Along with reporting on the newest search advertising information, he manages Search Engine Land’s SME (Topic Matter Professional) program. He additionally helps program U.S. SMX occasions. Goodwin has been enhancing and writing in regards to the newest developments and developments in search and digital advertising since 2007. He beforehand was Government Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many main search conferences and digital occasions, and has been sourced for his experience by a variety of publications and podcasts.
