For over a year, TollBit has helped publishers understand how AI bots access and use their content. Through TollBit Analytics, publishers have been able to see which AI bots are scraping their sites, how often it was happening, what content they were accessing, how many referrals were generated, and more.

Until now, publishers had no reliable way to understand how AI bots interact with their content across an entire network. Portfolio Analytics changes that. It makes AI activity legible at the portfolio level including which bots are hitting which properties, how that activity concentrates, and where value returns in the form of referrals.

Today, we’re excited to launch a major upgrade that delivers that to websites on TollBit.

Introducing Portfolio Analytics

Portfolio Analytics gives publishers and site owners a unified, portfolio-level view of AI bot activity across all of their sites on TollBit. Instead of navigating through individual site dashboards, you now get a single centralized view of:

• Total AI bot scrapes across your entire portfolio of sites
• Total referrals sent by AI platforms
• Scrape-to-referral ratios at scale
• Total bots forwarded to Bot Paywall
• And much more

This is the most comprehensive view publishers and site owners have had into how AI systems interact with content at scale - across sites. We know business leaders operate at the portfolio level and that is where decisions about access, enforcement, and strategy are made. The result is a clearer picture of AI bot behavior across your network and a stronger foundation for shaping your AI strategy.

What’s inside Portfolio Analytics

The dashboard was purposely designed to help business users answer the questions TollBit customers ask the most: What does AI bot activity look like across my full content portfolio?

We answer these questions through these 5 views: Properties, Subdomains, AI Platforms, AI Bots, and Pages.

Properties view

Identify where your scrapes and referrals happen

The properties view provides users with an overview breakdown per site. Identify which properties drive the bulk of AI demand across your network.

TollBit Subdomains view

Where redirects and Bot Paywall interactions happen.

If you are redirecting traffic to the TollBit Bot Paywall, the subdomain view shows which TollBit subdomains are serving the most forwarded AI bots - and how that activity is changing over time.

AI platform view

Who is scraping, and who is referring traffic

Break down scraping activity at the platform level (Perplexity, OpenAI, Anthropic, Google, and more). See how often each platform scrapes, what % of your total scrapes each platform is, and their referral rates.

AI bots view

Understand the activity from each individual bot across your portfolio

The AI Bots view breaks down scraping activity by bot type and bot identity across your entire portfolio of sites. This includes a portfolio-level comparison of allowed vs forwarded bot scrapes, so you can see how often bots are accessing your site versus being routed through TollBit subdomains.

This section also highlights which types of bots are accessing your content most frequently, such as retrieval (RAG) bots versus training bots, helping you understand the type of AI bot activity across all of your sites.

You’ll find detailed bot-level reporting showing scrapes, access type, directionality trends, and total share of activity for each individual bot.

Pages View

See which individual pages drive the most AI scrapes

The Pages view drills down to the URL level, showing which specific pages across all of your sites are most frequently scraped by AI bots. This includes page-level scrape volume, directionality trends, and the percentage of total portfolio scrapes that each page represents. Here you can quickly see where AI demand is concentrated.

What this unlocks

Portfolio Analytics is the beginning of a deeper analytics for multi-brand publishers and site owners:

At a glance, you can:

Complete picture of AI bot visits on your sites

View aggregated scraping metrics (total scrapes, referral data, individual bot data) across your entire portfolio to clearly demonstrate AI activity to internal stakeholders.

Understand bot behavior

Monitor allowed vs forwarded scrapes and paywall attempts across your portfolio of sites so you can make informed decisions about bot access and rate policies.

Prioritize where to focus

If a majority of scrapes come from a small number of properties, that’s a signal. It shows which of your sites and pieces of content is most valuable to AI companies.

Enable more informed strategy

Publisher teams can now make decisions with portfolio-level data through this aggregate view of how AI interacts with their content, not just individual sites.

Get started today

Portfolio Analytics is now live for all TollBit accounts with more than one property.

Portfolio Analytics, like all of our tools for publishers, is free. Once you add multiple sites, your Portfolio Analytics dashboard will begin populating within 24 hours.

If you do not have a TollBit account, visit https://app.tollbit.com/sign-up to sign up for free.

Once you have signed in to your TollBit account you can access Portfolio Analytics by clicking Analytics in the left navigation menu.