Loamly

Overview

Loamly helps website owners understand their AI traffic. When users visit from ChatGPT, Claude, or Perplexity, Google Analytics shows it as Direct traffic. Loamly uses RFC 9421 cryptographic signatures to identify these visits with no false positives. It also monitors what AI platforms say about your brand in real responses.

Key Features

Cryptographic AI Traffic Detection: Uses RFC 9421 signatures from OpenAI, Anthropic, and Google to verify AI visits with zero false positives.
Multi-Platform Support: Tracks visits from ChatGPT, Claude, Perplexity, and Gemini that normally appear as Direct traffic.
Brand Monitoring: Shows real queries and answers about your brand across major AI platforms.
Open-Source Implementation: Available on GitHub for self-hosting with full transparency.
Flexible Deployment: Install as a Cloudflare Worker, managed proxy, or self-hosted solution.
Event Tracking: Monitor conversions and signups that originate from AI platform referrals.
No Heuristics: Uses mathematical proof rather than guesswork, eliminating detection errors.

Pros

Fills Analytics Gap: Reveals 15-30% of traffic that Google Analytics misclassifies as Direct.
Zero False Positives: Cryptographic verification ensures accurate identification without guessing.
Open Source: Full code transparency allows self-hosting and customization.
Multiple Deployment Options: Choose between managed service or self-hosted based on your needs.

Cons

Limited Documentation: As a newer tool, comprehensive guides and support resources are still developing.

Use Cases

SEO Teams: Track which AI platforms send traffic to your site and measure the ROI of AI optimization efforts. Understand how ChatGPT and Perplexity users discover your content.
Content Marketers: Monitor what AI platforms tell users about your brand when asked. Identify gaps in AI knowledge and adjust your content strategy to improve AI visibility.
Product Teams: Measure signups and conversions from AI-referred traffic. Understand how users discover your product through conversational AI rather than traditional search.
Brand Managers: Track your brand reputation across AI platforms. See real queries and answers about your company from ChatGPT, Claude, and Perplexity to manage your AI presence.
Web Analytics Professionals: Recover the missing 15-30% of traffic that appears as Direct in Google Analytics. Get accurate attribution for AI platform referrals.

Frequently Asked Questions

What problem does Loamly solve?

When users copy URLs from ChatGPT, Claude, or Perplexity, browser security blocks the referrer header. Without UTM parameters, this traffic appears as Direct in Google Analytics. For many sites, this represents 15-30% of invisible visitors. Loamly identifies these AI visits using cryptographic signatures.

How does Loamly detect AI traffic?

Loamly uses RFC 9421 cryptographic signatures, the same standard used by OpenAI, Anthropic, and Google. When ChatGPT or Claude visits your site, they sign requests with Ed25519 signatures. Loamly verifies these against the AI platforms' public keys, producing zero false positives.

Which AI platforms does Loamly track?

Loamly currently tracks traffic from ChatGPT, Claude, Perplexity, and Gemini. It also monitors brand mentions and responses from these platforms to help you understand your AI visibility.

Can I self-host Loamly?

Yes. Loamly is open-source and available on GitHub. You can deploy it as a Cloudflare Worker, use their managed proxy, or self-host the entire solution. Install the @loamly/tracker package to track events like signups and conversions.

Does Loamly use heuristics or guesswork?

No. Unlike traditional analytics that guess at traffic sources, Loamly uses mathematical cryptographic verification. This approach produces no false positives and accurately identifies AI platform visits.

What's the difference between traffic detection and brand monitoring?

Traffic detection shows when AI platforms send visitors to your website. Brand monitoring reveals what ChatGPT, Claude, and Perplexity actually say about your brand in their responses to user queries.