Generative AI 2025 queries

sql/2025/generative-ai/ai_tld.sql

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+#standardSQL
+# .ai domains per exclusive rank bucket, 2022 vs 2025
+
+WITH base AS (
+  SELECT
+    date,
+    client,
+    rank,
+    NET.HOST(page) AS host
+  FROM
+    `httparchive.crawl.pages`
+  WHERE
+    is_root_page AND
+    client IN ('desktop', 'mobile') AND
+    date IN ('2022-06-01', '2025-07-01') AND
+    rank <= 10000000 AND
+    ENDS_WITH(NET.HOST(page), '.ai')
+),
+
+bucketed AS (
+  SELECT
+    date,
+    client,
+    CASE
+      WHEN rank <= 1000 THEN 1000
+      WHEN rank <= 10000 THEN 10000
+      WHEN rank <= 100000 THEN 100000
+      WHEN rank <= 1000000 THEN 1000000
+      WHEN rank <= 10000000 THEN 10000000
+    END AS rank_bucket,
+    host
+  FROM base
+)
+
+SELECT
+  date,
+  client,
+  rank_bucket,
+  COUNT(DISTINCT host) AS ai_domains
+FROM
+  bucketed
+GROUP BY
+  date, client, rank_bucket
+ORDER BY
+  date, client, rank_bucket;

sql/2025/generative-ai/gradient-client-rank.sql

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+#standardSQL
+-- Adoption of CSS gradients in custom_metrics.css_variables
+-- Grouped by: year, client, rank bucket
+
+WITH ranks AS (
+  SELECT 1000 AS rank_grouping
+  UNION ALL
+  SELECT 10000
+  UNION ALL
+  SELECT 100000
+  UNION ALL
+  SELECT 1000000
+  UNION ALL
+  SELECT 10000000
+  UNION ALL
+  SELECT 100000000
+)
+
+SELECT
+  EXTRACT(YEAR FROM date) AS year,
+  client,
+  r.rank_grouping,
+  COUNT(DISTINCT page) AS total_sites,
+  COUNT(DISTINCT IF(
+    REGEXP_CONTAINS(
+      TO_JSON_STRING(custom_metrics.css_variables),
+      r'(?i)gradient\('
+    ),
+    page,
+    NULL
+  )) AS sites_using_gradient,
+  SAFE_DIVIDE(
+    COUNT(DISTINCT IF(
+      REGEXP_CONTAINS(
+        TO_JSON_STRING(custom_metrics.css_variables),
+        r'(?i)gradient\('
+      ),
+      page,
+      NULL
+    )),
+    COUNT(DISTINCT page)
+  ) AS pct_sites_using_gradient
+FROM `httparchive.crawl.pages`
+CROSS JOIN ranks r
+WHERE
+  is_root_page AND
+  rank <= r.rank_grouping AND
+  date IN (
+    DATE '2019-07-01',
+    DATE '2020-08-01',
+    DATE '2021-07-01',
+    DATE '2022-07-01', -- CSS metrics exception
+    DATE '2024-06-01',
+    DATE '2025-07-01'
+  )
+GROUP BY year, client, r.rank_grouping
+ORDER BY year, client, r.rank_grouping;

sql/2025/generative-ai/gradient-use.sql

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+#standardSQL
+-- % of sites whose CSS variables include a gradient( ... ) per year, client, rank
+-- Goal it use is as an indicator for vibe coded website like "delve into" is used for papers
+SELECT
+  EXTRACT(YEAR FROM date) AS year,
+  client,
+  rank,
+  COUNT(DISTINCT page) AS total_pages,
+  COUNT(DISTINCT IF(
+    REGEXP_CONTAINS(TO_JSON_STRING(custom_metrics.css_variables), r'(?i)gradient\('),
+    page, NULL
+  )) AS pages_with_gradient,
+  SAFE_DIVIDE(
+    COUNT(DISTINCT IF(
+      REGEXP_CONTAINS(TO_JSON_STRING(custom_metrics.css_variables), r'(?i)gradient\('),
+      page, NULL
+    )),
+    COUNT(DISTINCT page)
+  ) AS pct_with_gradient
+FROM `httparchive.crawl.pages`
+WHERE
+  is_root_page AND
+  date IN (
+    DATE '2019-07-01',
+    DATE '2020-08-01',
+    DATE '2021-07-01',
+    DATE '2022-07-01',
+    DATE '2024-06-01',
+    DATE '2025-07-01'
+  )
+GROUP BY year, client, rank
+ORDER BY year, client, rank;

sql/2025/generative-ai/gradient.sql

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+#standardSQL
+WITH raw_data AS (
+  SELECT
+    date,
+    page,
+    -- 1. TECHNOLOGY FLAGS
+    -- CSS Variables: Exclude NULL, {}, '{"summary":{}}', and  'null' string
+    (
+      custom_metrics.css_variables IS NOT NULL AND
+      TO_JSON_STRING(custom_metrics.css_variables) NOT IN ('{}', '{"summary":{}}', 'null')
+    ) AS uses_css_vars,
+
+    -- Tailwind: Check the array for the technology
+    EXISTS(
+      SELECT 1 FROM UNNEST(technologies) AS t WHERE t.technology = 'Tailwind CSS'
+    ) AS uses_tailwind,
+
+    -- Content String for Regex
+    LOWER(TO_JSON_STRING(custom_metrics.css_variables)) AS vars_str
+  FROM
+    `httparchive.crawl.pages`
+  WHERE
+    client = 'mobile' AND
+    is_root_page AND
+    -- NO RANK FILTER (Analyze the entire long-tail of the web)
+
+    -- Quarterly Dates
+    date IN UNNEST([
+      DATE '2020-10-01',
+      DATE '2021-01-01', DATE '2021-04-01', DATE '2021-07-01', DATE '2021-10-01',
+      DATE '2022-01-01', DATE '2022-04-01', DATE '2022-07-01', DATE '2022-10-01',
+      DATE '2023-01-01', DATE '2023-04-01', DATE '2023-07-01', DATE '2023-10-01',
+      DATE '2024-01-01', DATE '2024-04-01', DATE '2024-07-01', DATE '2024-10-01',
+      DATE '2025-01-01', DATE '2025-04-01', DATE '2025-07-01', DATE '2025-10-01'
+    ])
+),
+
+-- Pre-calculate heuristics
+flags AS (
+  SELECT
+    date,
+    page,
+    uses_css_vars,
+    uses_tailwind,
+
+    -- HEURISTIC BOOLEANS (Only true if uses_css_vars is also true)
+    (uses_css_vars AND REGEXP_CONTAINS(vars_str, r'"#6366f1"')) AS has_indigo_500,
+    (uses_css_vars AND REGEXP_CONTAINS(vars_str, r'"(#6366f1|#8b5cf6|#a855f7)"')) AS has_ai_purples,
+    (uses_css_vars AND REGEXP_CONTAINS(vars_str, r'inter')) AS has_inter,
+    (uses_css_vars AND REGEXP_CONTAINS(vars_str, r'roboto')) AS has_roboto,
+    (uses_css_vars AND REGEXP_CONTAINS(vars_str, r'system-ui')) AS has_system_ui,
+    (uses_css_vars AND REGEXP_CONTAINS(vars_str, r'linear-gradient\(|radial-gradient\(')) AS has_gradient,
+    (uses_css_vars AND REGEXP_CONTAINS(vars_str, r'"(2px|4px|6px|8px|12px|16px|0\.25rem|0\.5rem|0\.75rem|1rem|9999px)"')) AS has_radius,
+    (uses_css_vars AND REGEXP_CONTAINS(vars_str, r'rgba\(|box-shadow')) AS has_shadow
+  FROM
+    raw_data
+)
+
+SELECT
+  FORMAT_DATE('%Y-Q%Q', date) AS year_quarter,
+
+  -- 1. CONTEXT (Denominators)
+  COUNT(DISTINCT page) AS total_sites,
+  COUNT(DISTINCT IF(uses_css_vars, page, NULL)) AS sites_using_vars,
+  COUNT(DISTINCT IF(uses_tailwind, page, NULL)) AS sites_using_tailwind,
+
+  -------------------------------------------------------------------------
+  -- 2. "AI PURPLE" SPECTRUM (Indigo/Violet/Purple 500)
+  -------------------------------------------------------------------------
+  COUNT(DISTINCT IF(has_ai_purples, page, NULL)) AS cnt_ai_purples,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_ai_purples, page, NULL)), COUNT(DISTINCT page)) AS pct_all_ai_purples,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_ai_purples, page, NULL)), COUNT(DISTINCT IF(uses_css_vars, page, NULL))) AS pct_vars_ai_purples,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_ai_purples AND uses_tailwind, page, NULL)), COUNT(DISTINCT IF(uses_tailwind, page, NULL))) AS pct_tw_ai_purples,
+
+  -------------------------------------------------------------------------
+  -- 3. SPECIFIC INDIGO 500 (#6366f1 Only)
+  -------------------------------------------------------------------------
+  COUNT(DISTINCT IF(has_indigo_500, page, NULL)) AS cnt_indigo,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_indigo_500, page, NULL)), COUNT(DISTINCT page)) AS pct_all_indigo,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_indigo_500, page, NULL)), COUNT(DISTINCT IF(uses_css_vars, page, NULL))) AS pct_vars_indigo,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_indigo_500 AND uses_tailwind, page, NULL)), COUNT(DISTINCT IF(uses_tailwind, page, NULL))) AS pct_tw_indigo,
+
+  -------------------------------------------------------------------------
+  -- 4. FONTS
+  -------------------------------------------------------------------------
+  -- Inter
+  COUNT(DISTINCT IF(has_inter, page, NULL)) AS cnt_inter,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_inter, page, NULL)), COUNT(DISTINCT page)) AS pct_all_inter,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_inter, page, NULL)), COUNT(DISTINCT IF(uses_css_vars, page, NULL))) AS pct_vars_inter,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_inter AND uses_tailwind, page, NULL)), COUNT(DISTINCT IF(uses_tailwind, page, NULL))) AS pct_tw_inter,
+
+  -- Roboto
+  COUNT(DISTINCT IF(has_roboto, page, NULL)) AS cnt_roboto,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_roboto, page, NULL)), COUNT(DISTINCT page)) AS pct_all_roboto,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_roboto, page, NULL)), COUNT(DISTINCT IF(uses_css_vars, page, NULL))) AS pct_vars_roboto,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_roboto AND uses_tailwind, page, NULL)), COUNT(DISTINCT IF(uses_tailwind, page, NULL))) AS pct_tw_roboto,
+
+  -- System UI
+  COUNT(DISTINCT IF(has_system_ui, page, NULL)) AS cnt_system,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_system_ui, page, NULL)), COUNT(DISTINCT page)) AS pct_all_system,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_system_ui, page, NULL)), COUNT(DISTINCT IF(uses_css_vars, page, NULL))) AS pct_vars_system,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_system_ui AND uses_tailwind, page, NULL)), COUNT(DISTINCT IF(uses_tailwind, page, NULL))) AS pct_tw_system,
+
+  -------------------------------------------------------------------------
+  -- 5. UI ELEMENTS
+  -------------------------------------------------------------------------
+  -- Gradients
+  COUNT(DISTINCT IF(has_gradient, page, NULL)) AS cnt_gradient,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_gradient, page, NULL)), COUNT(DISTINCT page)) AS pct_all_gradient,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_gradient, page, NULL)), COUNT(DISTINCT IF(uses_css_vars, page, NULL))) AS pct_vars_gradient,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_gradient AND uses_tailwind, page, NULL)), COUNT(DISTINCT IF(uses_tailwind, page, NULL))) AS pct_tw_gradient,
+
+  -- Radius
+  COUNT(DISTINCT IF(has_radius, page, NULL)) AS cnt_radius,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_radius, page, NULL)), COUNT(DISTINCT page)) AS pct_all_radius,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_radius, page, NULL)), COUNT(DISTINCT IF(uses_css_vars, page, NULL))) AS pct_vars_radius,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_radius AND uses_tailwind, page, NULL)), COUNT(DISTINCT IF(uses_tailwind, page, NULL))) AS pct_tw_radius,
+
+  -- Shadows
+  COUNT(DISTINCT IF(has_shadow, page, NULL)) AS cnt_shadow,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_shadow, page, NULL)), COUNT(DISTINCT page)) AS pct_all_shadow,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_shadow, page, NULL)), COUNT(DISTINCT IF(uses_css_vars, page, NULL))) AS pct_vars_shadow,
+  IEEE_DIVIDE(COUNT(DISTINCT IF(has_shadow AND uses_tailwind, page, NULL)), COUNT(DISTINCT IF(uses_tailwind, page, NULL))) AS pct_tw_shadow
+
+FROM
+  flags
+GROUP BY
+  year_quarter
+ORDER BY
+  year_quarter;

sql/2025/generative-ai/sites-with-robot-txt.sql

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+#standardSQL
+-- % of sites whose robots.txt returns 200 and includes any directive, therefor the percentage is smaller (75% instead of 95% reported elswhere)
+WITH roots AS (
+  SELECT
+    client,
+    root_page,
+    SAFE_CAST(JSON_VALUE(custom_metrics.robots_txt, '$.status') AS INT64) AS status,
+    COALESCE(SAFE_CAST(JSON_VALUE(custom_metrics.robots_txt.record_counts.by_type, '$.allow') AS INT64), 0) AS allow_cnt,
+    COALESCE(SAFE_CAST(JSON_VALUE(custom_metrics.robots_txt.record_counts.by_type, '$.disallow') AS INT64), 0) AS disallow_cnt,
+    COALESCE(SAFE_CAST(JSON_VALUE(custom_metrics.robots_txt.record_counts.by_type, '$.crawl_delay') AS INT64), 0) AS crawl_delay_cnt,
+    COALESCE(SAFE_CAST(JSON_VALUE(custom_metrics.robots_txt.record_counts.by_type, '$.noindex') AS INT64), 0) AS noindex_cnt,
+    COALESCE(SAFE_CAST(JSON_VALUE(custom_metrics.robots_txt.record_counts.by_type, '$.sitemap') AS INT64), 0) AS sitemap_cnt,
+    COALESCE(SAFE_CAST(JSON_VALUE(custom_metrics.robots_txt.record_counts.by_type, '$.user_agent') AS INT64), 0) AS ua_cnt
+  FROM `httparchive.crawl.pages`
+  WHERE date = '2025-07-01' AND
+    is_root_page
+)
+
+SELECT
+  client,
+  COUNT(DISTINCT root_page) AS sites,
+  COUNT(DISTINCT IF(
+    status = 200 AND
+    (allow_cnt + disallow_cnt + crawl_delay_cnt + noindex_cnt + sitemap_cnt + ua_cnt) > 0,
+    root_page, NULL
+  )) AS sites_with_robots_txt,
+  SAFE_DIVIDE(
+    COUNT(DISTINCT IF(
+      status = 200 AND
+      (allow_cnt + disallow_cnt + crawl_delay_cnt + noindex_cnt + sitemap_cnt + ua_cnt) > 0,
+      root_page, NULL
+    )),
+    COUNT(DISTINCT root_page)
+  ) AS pct_sites_with_robots_txt
+FROM roots
+GROUP BY client
+ORDER BY client;