Introducing new goal reporting and insights from AI-referred traffic

Today at Webflow Conf we announce two upcoming releases for customers using Webflow Analyze and Webflow Optimize. These updates will connect site activity to real business outcomes with new ways to capture insights about your visitors referred from LLMs and richer goal reporting across both products.

Both AI-traffic insights and Goal Reporting are available to select customers today, and will be available to all customers later this month. 

AI-referrals as a first-class traffic source

Human visits referred from tools like ChatGPT, Claude, Gemini, and Perplexity are now grouped under a dedicated referral source so you can understand how these visitors behave and convert. This new referral source will also be available for targeting and reporting in Webflow Optimize.

Webflow’s traffic-source logic now classifies human visits referred by leading LLM tools using referrers and UTM patterns (e.g., chatgpt.com, claude.ai, gemini.google.com, perplexity.ai, Copilot). 

Updates to goal reporting

Go beyond “how many users converted” to see how a goal performs over time, which pages contribute most (or the least), and which traffic sources are driving conversions — all without building funnels or custom reports.

After you create a goal in Webflow Analyze you’ll see conversion rate over time, how your different pages, and audiences are performing for that goal with simple, action-ready data visualization.

Using insights to drive personalization

Because AI-traffic insights and Goals work across both Webflow Analyze and Webflow Optimize, users of both products can now leverage the insights gained through Analyze’s behavioral analytics data to develop experimentation and personalization programs to help improve customer experience, and conversion across their site. 

Learn more about Webflow Analyze and Webflow Optimize, or try it out today.