{"id":13674,"date":"2025-10-14T15:05:51","date_gmt":"2025-10-14T13:05:51","guid":{"rendered":"https:\/\/www.optimalways.com\/?p=13674"},"modified":"2025-12-10T16:24:41","modified_gmt":"2025-12-10T15:24:41","slug":"peut-on-vraiment-suivre-le-trafic-provenant-des-outils-dia-dans-vos-solutions-de-digital-analytics","status":"publish","type":"post","link":"https:\/\/www.optimalways.com\/fr\/2025\/10\/peut-on-vraiment-suivre-le-trafic-provenant-des-outils-dia-dans-vos-solutions-de-digital-analytics\/","title":{"rendered":"Peut-on suivre le trafic provenant des outils d\u2019IA dans vos solutions de Digital Analytics ?"},"content":{"rendered":"<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">L\u2019intelligence artificielle bouleverse la mani\u00e8re dont les internautes d\u00e9couvrent et interagissent avec les marques. <\/span>Des outils comme\u00a0<span class=\"font-[700]\">ChatGPT<\/span><span class=\"\">,\u00a0<\/span><span class=\"font-[700]\">Perplexity<\/span><span class=\"\">,\u00a0<\/span><span class=\"font-[700]\">Bing Copilot<\/span><span class=\"\">,\u00a0<\/span><span class=\"font-[700]\">Claude.ai<\/span><span class=\"\">, ou encore\u00a0<\/span><span class=\"font-[700]\">Google AI Overview<\/span><span class=\"\">\u00a0(anciennement\u00a0<\/span><span class=\"italic\">Search Generative Experience<\/span><span class=\"\">) ne se contentent plus de r\u00e9pondre : ils\u00a0<\/span><span class=\"font-[700]\">recommandent, citent et redirigent<\/span><span class=\"\">\u00a0vers des sites web.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Selon les donn\u00e9es partag\u00e9es lors de\u00a0<\/span><span class=\"font-[700]\"><a href=\"https:\/\/www.linkedin.com\/pulse\/inside-piano-academy-live-2025-day-1-highlights-key-takeaways-uvxme\/?trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">Piano Academy Live \u00e0 Paris le 1er octobre 2025<\/a><\/span><span class=\"\">, la part du trafic web attribuable aux\u00a0<\/span><span class=\"font-[700]\">requ\u00eates g\u00e9n\u00e9r\u00e9es par l\u2019IA<\/span><span class=\"\">\u00a0atteint d\u00e9sormais\u00a0<\/span><span class=\"font-[700]\">0,03 %<\/span><span class=\"\">, soit une\u00a0<\/span><span class=\"font-[700]\">croissance spectaculaire de 2000 % sur un an<\/span><span class=\"\">.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Parall\u00e8lement, les\u00a0<\/span><span class=\"font-[700]\">r\u00e9sum\u00e9s de recherche produits par l\u2019IA<\/span><span class=\"\">\u00a0repr\u00e9sentent aujourd\u2019hui environ\u00a0<\/span><span class=\"font-[700]\">3 % des r\u00e9sultats<\/span><span class=\"\">, une proportion encore modeste mais en\u00a0<\/span><span class=\"font-[700]\">forte expansion<\/span><span class=\"\">.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Ces nouveaux points de contact posent une question essentielle pour les \u00e9quipes\u00a0<\/span><span class=\"font-[700]\">Digital Analytics<\/span><span class=\"\">\u00a0et\u00a0<\/span><span class=\"font-[700]\">e-commerce<\/span><span class=\"\">\u00a0: \ud83d\udc49\u00a0<\/span><span class=\"italic\">Comment mesurer le trafic g\u00e9n\u00e9r\u00e9 par ces outils dans des solutions comme Google Analytics et Piano Analytics ?\u00a0<\/span><span class=\"\">\ud83d\udc49\u00a0<\/span><span class=\"italic\">Et surtout, est-ce vraiment possible ?<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Dans cette \u00e9dition d\u2019<\/span><span class=\"font-[700]\">Optimal Insights<\/span><span class=\"\">, nous faisons le point sur ce que les donn\u00e9es montrent aujourd\u2019hui, les limites actuelles et les bonnes pratiques \u00e0 adopter pour anticiper cette nouvelle \u00e8re de la mesure.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h2 data-test-id=\"pulse-publishing-h1\"><span class=\"\">\ud83d\udd0d Ce que nous observons aujourd\u2019hui<\/span><\/h2>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Le comportement des outils d\u2019IA face au tracking n\u2019est pas homog\u00e8ne. Certains transmettent un\u00a0<\/span><span class=\"font-[700]\">referrer identifiable<\/span><span class=\"\">, d\u2019autres non. Voici un tour d\u2019horizon des principaux cas :<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">\ud83e\udde0 ChatGPT<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">Sur la\u00a0<\/span><span class=\"font-[700]\">version web<\/span><span class=\"\">, les liens s\u2019ouvrent dans un nouvel onglet avec le domaine\u00a0<\/span><span class=\"font-[700]\"><a href=\"https:\/\/www.linkedin.com\/redir\/redirect?url=http%3A%2F%2Fchat%2Eopenai%2Ecom&amp;urlhash=ObRO&amp;trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">chat.openai.com<\/a><\/span><span class=\"\">\u00a0comme source de r\u00e9f\u00e9rence. \u279c Ces sessions apparaissent donc dans GA4 comme\u00a0<\/span><span class=\"font-[700]\">Referral<\/span><span class=\"\">.<\/span><\/li>\n<li><span class=\"\">Sur\u00a0<\/span><span class=\"font-[700]\">mobile<\/span><span class=\"\">, en revanche, les liens s\u2019ouvrent souvent via un navigateur externe sans referrer : le trafic est alors compt\u00e9 comme\u00a0<\/span><span class=\"font-[700]\">Direct<\/span><span class=\"\">.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">\ud83e\udd16 Perplexity.ai<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"font-[700]\">Perplexity<\/span><span class=\"\">\u00a0transmet toujours son domaine (<\/span><span class=\"\"><a href=\"https:\/\/www.linkedin.com\/redir\/redirect?url=http%3A%2F%2Fperplexity%2Eai&amp;urlhash=tYpG&amp;trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">perplexity.ai<\/a><\/span><span class=\"\">) lorsqu\u2019un utilisateur clique sur un lien. \u279c Le trafic est donc bien visible dans GA4. C\u2019est aujourd\u2019hui\u00a0<\/span><span class=\"font-[700]\">l\u2019une des sources IA les plus facilement mesurables<\/span><span class=\"\">.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">\ud83d\udcac Bing Copilot et Microsoft Copilot<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">Les clics passent par\u00a0<\/span><span class=\"\"><a href=\"https:\/\/www.linkedin.com\/redir\/redirect?url=http%3A%2F%2Fbing%2Ecom&amp;urlhash=eDjJ&amp;trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">bing.com<\/a><\/span><span class=\"\">\u00a0ou\u00a0<\/span><span class=\"\"><a href=\"https:\/\/www.linkedin.com\/redir\/redirect?url=http%3A%2F%2Fcopilot%2Emicrosoft%2Ecom&amp;urlhash=nN13&amp;trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">copilot.microsoft.com<\/a><\/span><span class=\"\">, ce qui les rend tra\u00e7ables dans GA4. \u279c Ces sessions apparaissent \u00e9galement en\u00a0<\/span><span class=\"font-[700]\">Referral<\/span><span class=\"\">.<\/span><\/li>\n<li><span class=\"\">Cependant, il est difficile de distinguer ces clics de la recherche Bing classique<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">\ud83c\udf10 Google AI Overview (SGE)<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">L\u2019<\/span><span class=\"font-[700]\">AI Overview<\/span><span class=\"\">\u00a0de Google affiche des r\u00e9sum\u00e9s g\u00e9n\u00e9ratifs en haut des r\u00e9sultats de recherche, avec des liens \u201ccit\u00e9s\u201d.<\/span><\/li>\n<li><span class=\"\">Quand un utilisateur clique sur un de ces liens, le trafic passe par Google, exactement comme un clic SEO standard. \u279c Le trafic appara\u00eet donc en\u00a0<\/span><span class=\"font-[700]\">google \/ organic<\/span><span class=\"\">, sans distinction sp\u00e9cifique.<\/span><\/li>\n<li><span class=\"\">Google a toutefois annonc\u00e9 l\u2019arriv\u00e9e d\u2019un indicateur\u00a0<\/span><span class=\"font-[700]\">\u201cAI Overview Impressions\u201d<\/span><span class=\"\">\u00a0dans\u00a0<\/span><span class=\"font-[700]\">Search Console<\/span><span class=\"\">, qui permettra prochainement de mesurer cette exposition.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h2 data-test-id=\"pulse-publishing-h1\"><span class=\"\">\ud83e\udde9 Comment mieux suivre le trafic provenant de l\u2019IA<\/span><\/h2>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">1\ufe0f\u20e3 Cr\u00e9er un canal marketing \u201cAI Tools Referrals\u201d<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Filtrez les sessions avec cette expression r\u00e9guli\u00e8re :\u00a0<\/span><span class=\"font-[700]\">(chat\\.openai\\.com|perplexity\\.ai|copilot\\.microsoft\\.com|claude\\.ai|poe\\.com|you\\.com|bing\\.com|gemini\\.google\\.com)<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Cela permet d\u2019isoler le trafic issu des outils d\u2019IA dans vos rapports et dashboards.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">2\ufe0f\u20e3 Surveiller le trafic de recherche naturelle de Google<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Les premiers effets de\u00a0<\/span><span class=\"font-[700]\">Google AI Overview<\/span><span class=\"\">\u00a0sont d\u00e9j\u00e0 visibles pour les pays o\u00f9 cette nouvelle fonctionnalit\u00e9 est d\u00e9ploy\u00e9e : baisse du CTR sur certaines requ\u00eates, hausse du trafic sur d\u2019autres. Gardez un \u0153il sur\u00a0<\/span><span class=\"font-[700]\">Google Search Console<\/span><span class=\"\">, notamment quand la dimension\u00a0<\/span><span class=\"italic\">AI Overview<\/span><span class=\"\">\u00a0sera disponible.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h3><span class=\"\">3\ufe0f\u20e3 Int\u00e9grer les donn\u00e9es IA dans vos dashboards<\/span><\/h3>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Dans\u00a0<\/span><span class=\"font-[700]\">Looker Studio<\/span><span class=\"\">, cr\u00e9ez une vue d\u00e9di\u00e9e regroupant les sources IA pour suivre leur \u00e9volution dans votre mix d\u2019acquisition. Cela facilitera l\u2019analyse de la part grandissante du trafic \u201cassist\u00e9 par IA\u201d.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\"><\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h2 data-test-id=\"pulse-publishing-h1\"><span class=\"\">\ud83e\uddec Zoom sur Adobe LLM Optimizer : mesurer sa visibilit\u00e9 dans l\u2019\u00e8re de l\u2019IA<\/span><\/h2>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\"><a href=\"https:\/\/www.linkedin.com\/pulse\/premi%C3%A8re-%C3%A9dition-de-ladobe-summit-%C3%A0-paris-lintelligence-artificielle-8ysne\/?trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">Lors de la premi\u00e8re \u00e9dition de l\u2019Adobe Summit \u00e0 Paris le 1er octobre 2025<\/a><\/span><span class=\"\">, Adobe a pr\u00e9sent\u00e9 son nouvel outil\u00a0<\/span><span class=\"font-[700]\">LLM Optimizer<\/span><span class=\"\">, int\u00e9gr\u00e9 \u00e0 sa suite\u00a0<\/span><span class=\"font-[700]\">Adobe Experience Cloud<\/span><span class=\"\">.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Cette fonctionnalit\u00e9 vise \u00e0 aider les marques \u00e0\u00a0<\/span><span class=\"font-[700]\">analyser et optimiser leur visibilit\u00e9 dans les r\u00e9ponses g\u00e9n\u00e9r\u00e9es par les grands mod\u00e8les de langage (LLM)<\/span><span class=\"\">, tels que ChatGPT, Gemini, Perplexity ou Copilot.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><strong><span class=\"\">Ses principales capacit\u00e9s :<\/span><\/strong><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"font-[700]\">D\u00e9tection du trafic \u201cagentique\u201d<\/span><span class=\"\">\u00a0: l\u2019outil identifie les requ\u00eates d\u2019origine IA (crawlers, citations, redirections issues de mod\u00e8les g\u00e9n\u00e9ratifs) et en mesure le volume d\u2019interactions.<\/span><\/li>\n<li><span class=\"font-[700]\">Analyse de visibilit\u00e9 concurrentielle<\/span><span class=\"\">\u00a0: LLM Optimizer compare la fr\u00e9quence \u00e0 laquelle une marque est cit\u00e9e dans les r\u00e9ponses IA, par rapport \u00e0 ses concurrents.<\/span><\/li>\n<li><span class=\"font-[700]\">Recommandations SEO &amp; contenu<\/span><span class=\"\">\u00a0: il sugg\u00e8re des optimisations (m\u00e9tadonn\u00e9es, FAQ, sch\u00e9mas de donn\u00e9es structur\u00e9es) pour\u00a0<\/span><span class=\"font-[700]\">augmenter la probabilit\u00e9 d\u2019\u00eatre cit\u00e9<\/span><span class=\"\">\u00a0par un mod\u00e8le g\u00e9n\u00e9ratif.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Une innovation prometteuse, appel\u00e9e \u00e0 jouer un r\u00f4le cl\u00e9 dans la mesure du trafic g\u00e9n\u00e9r\u00e9 par l\u2019IA. \ud83d\udd0d\u00a0<\/span><span class=\"font-[700]\"><a href=\"https:\/\/www.linkedin.com\/redir\/redirect?url=https%3A%2F%2Fbusiness%2Eadobe%2Ecom%2Ffr%2Fproducts%2Fllm-optimizer%2Ehtml&amp;urlhash=owhq&amp;trk=article-ssr-frontend-pulse_little-text-block\" target=\"_blank\" rel=\"noopener\" data-tracking-control-name=\"article-ssr-frontend-pulse_little-text-block\" data-tracking-will-navigate=\"\" data-test-link=\"\">\u00c0 surveiller attentivement dans les prochains mois.<\/a><\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\"><\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h2 data-test-id=\"pulse-publishing-h1\"><span class=\"\">\u2728 En conclusion<\/span><\/h2>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Les outils d\u2019IA conversationnelle red\u00e9finissent les parcours utilisateurs et les mod\u00e8les d\u2019attribution. M\u00eame si les plateformes d\u2019analytics ne sont pas encore totalement adapt\u00e9es \u00e0 ces nouvelles sources, il est d\u00e9j\u00e0 possible de\u00a0<\/span><span class=\"font-[700]\">mesurer une partie de ce trafic<\/span><span class=\"\">, de\u00a0<\/span><span class=\"font-[700]\">structurer vos donn\u00e9es<\/span><span class=\"\">\u00a0et d\u2019<\/span><span class=\"font-[700]\">anticiper les \u00e9volutions<\/span><span class=\"\">\u00a0\u00e0 venir.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><em><span class=\"\">Chez\u00a0<\/span><span class=\"font-[700]\">Optimal Ways<\/span><span class=\"\">, nous accompagnons les \u00e9quipes e-commerce et marketing dans cette transition :<\/span><\/em><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><em><span class=\"\">cr\u00e9ation de\u00a0<\/span><span class=\"font-[700]\">segments IA d\u00e9di\u00e9s<\/span><span class=\"\">,<\/span><\/em><\/li>\n<li><em><span class=\"\">d\u00e9veloppement de\u00a0<\/span><span class=\"font-[700]\">dashboards multi-sources<\/span><span class=\"\"> pour suivre la performance dans un \u00e9cosyst\u00e8me en pleine mutation,<\/span><\/em><\/li>\n<li><em><span class=\"\">veille sur les solutions d\u2019analyse de visibilit\u00e9 dans les LLM.<\/span><\/em><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><em><span class=\"\">L\u2019intelligence artificielle transforme la mani\u00e8re dont les internautes trouvent vos contenus. \u00c0 nous, sp\u00e9cialistes de la donn\u00e9e, de transformer cette complexit\u00e9 en opportunit\u00e9 <\/span><\/em><span class=\"\">\ud83d\udd0d<\/span><\/p>\n<p><strong><a href=\"https:\/\/www.optimalways.com\/fr\/planifier-un-appel-decouverte\/\">Planifier un appel d\u00e9couverte<\/a><\/strong><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019intelligence artificielle bouleverse la mani\u00e8re dont les internautes d\u00e9couvrent et interagissent avec les marques. Des outils comme\u00a0ChatGPT,\u00a0Perplexity,\u00a0Bing Copilot,\u00a0Claude.ai, ou encore\u00a0Google AI Overview\u00a0(anciennement\u00a0Search Generative Experience) ne se contentent plus de r\u00e9pondre : ils\u00a0recommandent, citent et redirigent\u00a0vers des sites web. Selon les donn\u00e9es partag\u00e9es lors de\u00a0Piano Academy Live \u00e0 Paris le 1er octobre 2025, la part du [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13677,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[7,48],"tags":[],"class_list":["post-13674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-tribunes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Trafic et essor des recommandations IA<\/title>\n<meta name=\"description\" content=\"L\u2019intelligence artificielle bouleverse la mani\u00e8re dont les internautes d\u00e9couvrent et interagissent avec les marques.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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