www.g4media.ro/ce-impact-a-avut-eroarea-utm-din-ch

In October 2026, a UTM error in ChatGPT affected traffic reporting, leading to a decrease in attributed visits and an increase in direct traffic. OpenAI confirmed the issue, which distorted analytics data for that period. The incident highlighted the fragility of traffic measurement from AI assistants and the need for companies to adjust their reporting methods. Despite the error, total traffic remained stable, indicating that the actual number of visits did not decline. Companies are advised to annotate reports and analyze combined traffic to avoid misinterpretations in future comparisons.