Analytics for the human + agent funnel
Your next customer sent their agent first.
Before buyers visit, AI assistants do the research for them: they read your pricing, compare you, and build the quote. Punchline shows you that research and what it led to, so you can report on it, follow up on it, and make sure agents get your story right.
In 30 seconds
What your analytics miss, and what Punchline shows you.
Transcript
- Your buyer asks an AI: "Get us a quote for 50 seats."
- Their agent reads your site in seconds: pricing, security, compare.
- Your analytics? It stops at the click: one referral visit, and the pages the agent read go unseen.
- Punchline sees your buyers' researchers.
- Every agent, and why it came.
- When it builds the quote, the link comes back.
- And what it led to: the agent builds the quote, the person opens the link, and signs up.
- Every funnel has a punchline. Don't filter the agents. Follow them. Check your site free.
- (Music only, no voiceover: the captions above are everything that's said.)
The difference
Other analytics see AI as a channel and agents as noise.
Most analytics count the click an AI assistant sends you, and filter out the agents that did the research before it. Punchline treats those agents as what they are: your buyers' researchers. It shows what they read, why they came, and what happened next, including the person who picked up where the agent left off.
It's already happening. Google Analytics added an AI Assistant channel in May 2026, and ChatGPT, Claude and Perplexity each fetch pages on the spot when someone asks them about you (OpenAI, Anthropic, Perplexity).
Every buying journey has a setup and a punchline.
01 · The setup
“Get us a quote for 50 seats, with SSO.”
02 · The twist
The assistant reads your pricing, builds the quote, and gets a link back to it.
- /pricing
- /docs/security
- /quote/save
Meanwhile, your analytics: "Some visitors. No idea who."
03 · The punchline
Two days later, someone opens that link and signs up. Punchline connects the agent's work to the person and the sale.
Handoff · quote for 50 seatssampleClaude built a quote · /pricing, /quote/save
Opened 2 days later by a person · signed up
why: handoff link · exact match, no guessing
What you can do with it
One funnel, three teams that need it.
Marketing
Report the AI channel, with numbers you can defend.
People sent by ChatGPT, Perplexity and Claude, what they convert at, and how much of your traffic was never human, side by side with GA4.
Sales
Follow up on what agents started.
Quotes and bookings agents built and handed back to their people, and what agents read for the companies that came forward, written into HubSpot or Salesforce. The company, never a person.
Content and web
Make sure agents get your story right.
Which pages assistants read, which come back empty or broken, and a clean markdown version served to them from your edge.
Also for product and developer relations and web and engineering teams.
What a week shows you
Who really visited, and what the agents were after.
Sample data, for illustration
- People 52%
- People sent by AI 6%
- AI agents 17%
- Crawlers 25%
| Agent | Why it came | What it read |
|---|---|---|
| ChatGPT-User (OpenAI) | Answering someone's question, live | /pricing, /security, /compare |
| Claude-SearchBot (Anthropic) | Building a search index | /docs, /blog |
| GPTBot (OpenAI) | Collecting training data | Most of the site |
| "Googlebot" from the wrong address | Impostor: a scraper borrowing the name | /pricing, every hour |
An illustrative week for a B2B software site, not real data. Every row opens up to the requests behind it and the evidence for each label; your own week shows your real numbers.
Trust
Numbers you can defend, without tracking anyone
- Every label shows its work. Open any number to see the rules that labelled each visit and how sure they are. Choose how strict to be.
- Verified, not guessed. Known agents are checked against their signatures and published addresses; impostors are called out.
- No cookies, no banner. Nothing is stored on visitors' devices, and IP addresses are used in memory, then discarded.
- Companies, never people. Sales signals are account-level, and groups of fewer than 5 people are never shown outside your dashboard. The rules we follow
How it works
Running in minutes, alongside what you have.
1 · Install
Add one file or one Worker.
A three-line file for Next.js, a Cloudflare Worker in front of Webflow, Framer, Shopify or WordPress, or one line of HTML for Squarespace and Wix. Your pages don't change.
2 · See
Every visit, labelled with its evidence.
People, people sent by AI, agents and crawlers, with which agent, why it came, what it read, and what it led to.
3 · Act
Put it to work.
Handoff links for quotes and bookings, alerts by email or Slack, signals in your CRM, markdown for assistants, and the API and MCP for your own tools.
Questions
Does it replace Google Analytics?
It doesn't have to. Most teams run Punchline next to GA4 and use it for what GA4 can't see. It also shows GA4's numbers side by side with its own, so you can see how much of the gap is agents. Compare with GA4
How accurate is it?
Every label comes with its evidence and a confidence level, so you can check any number, and choose to count only confirmed agents. Known agents are verified by signature or published address. Some agents work inside a person's own browser and can be hard to tell apart; Punchline says so instead of guessing. How it works
Can it tell which company an agent was working for?
Sometimes, and it says when. Agents in the cloud carry their operator's name (OpenAI, Anthropic), never their buyer's, so Punchline counts them and shows what they read without guessing. Two things connect them to a buyer: a handoff link the agent passes on, which its person opens, and a work email someone gives you in a form, which ties that day's visit, and any agent in their browser, to the company. How it works
Do I need a cookie banner for it?
Punchline sets no cookies and stores nothing on visitors' devices, and its edge install adds no script to your pages. Whether you need a banner depends on everything else your site runs, so check with your counsel. Privacy
How long does it take to set up?
A few minutes for most sites, and we'll help during the free week. Get started
What does it cost?
Punchline is in early access: start with a free week on your site. Plans start free for one site, and paid plans from $49 a month. Pricing