Solutions · agencies
AI traffic analytics for agencies: show clients what their old reports missed
AI traffic analytics for agencies puts every client site in one dashboard, then mails each client a branded report with a PDF, on a schedule you set. It shows the AI traffic their old reports could not see.
AI traffic analytics for agencies means reporting, client by client, what AI does with each site: the crawlers that read it, the assistants that fetch it while answering someone, and the people they send. Skald reads it from each site's server log and puts it in a client report with your agency's name on it.
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[01] the report, before and after
A client report with AI traffic in it, beside the one they get now
A report built on a script tag shows people only. A Skald report is read from the site's server log, so it also shows the machines: what AI read, and who it sent. Part of AI traffic analytics by role.
What a script-tag report can say
- Visitors and pages viewedpeople
- Where visitors came frompeople
- Top pagespeople
- Which AI crawlers read the sitenot seen
- Pages fetched while someone asked an AInot seen
- Days whose figures did not add upnot said
A script runs only in a browser. AI crawlers and AI fetchers never run it, so the report cannot name them.
What a Skald client report says
- Summary: visitors, pages read, visitors from AI, leadspeople
- Where visitors came from, top pages, countries and citiespeople
- AI and bots: fetches because someone asked an AIAI · live fetch
- AI and bots: training crawlers, the busiest crawlersAI · training
- AI assistants that sent visitorsAI · click-through
- Search Console: clicks, impressions, top queriessearch
- Leads by kind, counted a second timeleads
- Days not in the figures, listed by datechecked
Sample report. You tick the sections per client, and add your own notes and footer.
Why clients ask for this now
More buyers ask ChatGPT, Claude or Perplexity before they visit a site. Those assistants read the client's pages without running a script. The server log saw every one, so Skald can put it in the report, in its own units: requests for machines, visits for people.
People who click a link in an AI answer are people, with the assistant as their source. Many apps strip the referrer, so AI clicks are a floor, and the report never adds a guess to them.
[02] your brand, their schedule
Branded client reports: your agency's name, colour and logo
Each report is a mail with a PDF attached. You set up the brand once, in the Agency branding card, and it covers every report of every client site in your organisation.
Agency name
In each report's header, and as the mail's From name. The mail itself still goes from the server's own address.
Brand colour
The band at the top of each report. The text on it turns white or dark, whichever reads better.
Agency logo
A PNG or JPEG of at most 256 KB, on the right of the header. The client site's own logo sits on the left.
When it goes
Weekly on a weekday, monthly on a day, or every 1 to 92 days, at a time in the site's time zone. Up to 20 recipients.
The period it covers
Last week (Monday to Sunday), last month, or month to date. The list shows, for each report, when it goes next and which days that send will cover.
Recipients confirm first
Every address you add gets one short mail with a confirm link, and nothing else until its owner follows it. A report goes to confirmed recipients only.
[03] figures that hold up
Client reporting you can defend: checked days only, never a guessed zero
A report shows only figures Skald has already stored and checked. If a sum does not add up, the report is not sent, and the reason is recorded.
Whole, verified days
A day that did not reconcile, a day the logs did not wholly cover, and a day not recorded are listed by date and drawn as a pale stub. Never counted as zero.
Counted again
Before it is sent, a report's sums are counted a second time from the stored days. If they disagree, it waits, and the history says why.
Fair changes
A change against the period before is shown only when both periods are whole. No half month against a full one.
Send now, history, pause
Send now goes at once, three by hand in ten minutes. History lists every send: when, by whom, to whom, and whether it went.
[04] every client, one place
Multi-site analytics for agencies: up to 25 client sites on one plan
After sign-in, a card per site with a Live dot and today's visitors, leads and demos booked. Switch site from the menu. Each site keeps its own settings, logo and reports.
The hosted Agency plan holds up to 25 sites. Self-hosting Skald for your clients' sites is free, at work too, under the Elastic License 2.0.
- northwind.example · 412 visitors · 3 leadslive
- example.com · 1,208 visitors · 9 leads · 2 demoslive
- blog.example.com · 96 visitors · leads not set uplive
Sample data. A figure not set up yet is shown as not set up, never as 0.
[05] onboarding
Set up a client's site without asking for their server password
Most clients have a developer, a host or a freelancer who owns the server. Hand them exactly one task, with every step filled in.
The set-up pack
One zip, mailed to up to 3 addresses or downloaded: a START-HERE file, the installer, the Cloudflare and Vercel steps, the tag and the lead files.
Claude Code
The pack holds a CLAUDE.md. The developer opens the site's code and says: Set up Skald from CLAUDE.md. Keys stay in environment variables.
A developer link
A private link for 1, 7 or 30 days with one task for one site. The secret is made when they open it, and shown once. Revoke it any time.
Search Console
Copy a ready text to send the client: add Skald's read-only robot account to their Search Console as a Restricted user. Nothing else to share.
Pitching a new client? The free Is my site exposed? check has an agency mode: up to 10 sites at once, one table of the worst status, and one PDF.
[06] from traffic to results
Show a client the leads AI sent, not only the visits
Connect each client's forms, bookings and payments with a signed webhook. With the script tag and visitor IDs on, a lead whose first visit came from ChatGPT shows ChatGPT as its first touch, with every page it read before.
Is the client named in AI answers?
Skald can ask ChatGPT, Perplexity, Gemini and Claude a client's buyer questions on a schedule, and record whether they name the client, cite its pages, or name a competitor. It runs on your own API keys, shows its cost before it runs, and stops at a daily cap.
"best accounting firm in Toronto" · ChatGPT · named you in 3 of 5 tries → sample, a direction over weeks
[07] what it does not do
The limits of Skald for agencies, said plainly
Say these to a client before they ask. It is what makes the rest of the report believable.
What it does not do
- Branding is for client reports only: name, colour and logo on the mail and the PDF. The dashboard stays Skald, and the mail goes from the server's own address.
- A viewer sees every site of the organisation. To show a client only their own figures, send the report.
- Offering Skald itself to others as a hosted service needs a commercial licence. Self-hosting for your clients' sites is free.
- A client site with no server or CDN log (Shopify, Webflow, Squarespace, script tag only) shows people, never AI crawlers or fetches.
- Search Console figures are Google's, final days only, and never added to Skald's own counts.
- Reports need a mail server to go out. Without one, they can still be previewed and downloaded as a PDF.
keep reading
More on AI traffic analytics for agencies
questions
AI traffic analytics for agencies FAQ
Straight answers, including what Skald does not do.
Can I put my agency's brand on Skald reports?
Yes. The Agency branding card puts your agency's name in each client report's header and in the mail's From name, a brand colour band at the top, and your logo (a PNG or JPEG of at most 256 KB). It covers every report of every site in your organisation. The mail is still sent from the server's own address.
Can I rebrand the Skald dashboard for my clients?
No. Branding is for client reports only: the mail and its PDF. The dashboard itself stays Skald. Most agencies send the report and keep the dashboard for their own team.
How many client sites fit on one plan?
The hosted Agency plan holds up to 25 sites, each with its own settings, logo and reports. Self-hosting Skald for your clients' sites is free under the Elastic License 2.0. Offering Skald itself to others as a hosted service needs a commercial licence. See the plans.
What does a client report show about AI?
The AI and bots section shows the fetches made because someone asked an AI, the training crawlers, the search engines, the busiest crawlers and the AI assistants that sent visitors. The summary adds visitors from AI beside visitors, pages read, leads and returning visitors.
Can my clients sign in to see their own site?
You can invite anyone as a viewer, but a viewer sees every site of the organisation, not one. To show a client only their own figures, send them the client report.
How do I set up a client's site without their server password?
Send the set-up pack by mail to the client's developer, hand it to Claude Code, or make a Share with your developer link that shows one task with every step filled in. The secret is made only when the developer opens the page, and shown once.
$ tail -f access.log | skald
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