AI Referral Enquiry Reconciliation Calculator

What this calculator does

It calculates two descriptive ratios for one agreed set of distinct, confirmed submission records: matched records divided by in-scope submissions, and reviewed qualified submissions divided by matched submissions. It also shows the unmatched count. It does not read analytics, connect to a CRM, identify visitors or send data to an AI provider.

Before entering counts

Confirm the same period, source rule, distinct submission unit, test exclusions and a reliable permitted match. If you only have aggregate GA4 sessions and a CRM contact total, you do not have the required matched cohort. Leave qualification blank when it has not been reviewed. A recorded zero and an unknown are different.

Example and interpretation

For 40 confirmed submissions, 30 matched and six qualified, the results are 75% matched, ten unmatched and 20% qualified among matched. A missing match can have several causes and is not proof of a lost enquiry. The qualified result is conditional on the matched group and does not describe all AI traffic. Zero denominators produce an unavailable percentage.

Limits

These counts are only as reliable as their definitions and evidence. Multiple submissions can relate to one person; a contact property can change; some visits will not be tracked. The tool does not estimate incrementality or a causal effect. Use the evidence worksheet to document the source and next check.

Sources and limits

Checked 2 November 2026: Google Analytics release notes describe the AI Assistant channel introduced on 13 May 2026. Google's channel definitions distinguish session, first-user and event scope and place Google's AI Overviews and AI Mode in Organic Search. HubSpot's traffic-source documentation, updated 4 August 2026, describes original and latest sources, AI referrals and tracking limitations. These vendors do not endorse this original reconciliation method. Examples are synthetic.