Sites tracking AI referrals saw ChatGPT attributed sessions in Google Analytics 4 fall by 22% to 57% starting October 9, after GPT-6 began opening outbound links without the utm_source parameter and without a referrer. Adobe's Cedric Huesler reported on October 15 that OpenAI acknowledged the bug and began rolling out a fix, which restored tagged clicks to roughly 95% to 100% of the prior week.
Why it matters to multifamily marketers
Marketers who report AI referral traffic to leadership could pull a fresh view of the affected window and add a note on the tracking issue, since most of those lost sessions showed up as direct traffic rather than real demand loss.