GPT-6 reportedly strips UTM params, ChatGPT referral traffic now counted as direct
lilyraynyc · x · 2026-10-14
SEO practitioner fomerino noticed that after the GPT-6 update, UTM parameters have disappeared from ChatGPT output links, alongside a significant drop in ChatGPT-sourced traffic. Lily Ray adds that the traffic is now being counted as direct and that GPT-6 includes fewer citations. AI search attribution via UTM may be broken, forcing a rethink of how AI-driven referral traffic is measured.
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