I'm assuming you're talking about ContentAI for Rich Media?
You can see ContentAI in your lead activity, so it depends how you're tracking your sources now. Unfortunately there isn't a 'referrer' on the 'clicks contentai' trigger; but something like this should work:
note "USE ANY FILTER"
note -- 'in past 5 minutes' is a variable you'd need to update depending on your site visit length, you might increase it if the source is longer. This will also only apply to known people, obviously.
as for benchmarks of competitors, I don't know of any such data for ContnetAI