Gemini tracking: how to track Gemini mentions, traffic and leads

Short answer: visits from the Gemini app and gemini.google.com can arrive with that referrer. GA4 puts them in its AI Assistant channel. Visits from AI Overviews and AI Mode inside Google Search arrive as ordinary Google organic traffic, and no tool can reliably separate them.

How to check your Gemini traffic (2 minutes)

In GA4, open Reports → Acquisition → Traffic acquisition, find the AI Assistant channel, then add Session source as a secondary dimension and look for gemini.google.com. If the number looks tiny, the next two sections explain why.

Two kinds of Gemini tracking

Question you’re asking	What to track	Free way to check
Does Gemini recommend my business?	Mentions: whether Gemini names you and links your site	Ask Gemini your customers’ questions each month and log the answers (method)
Is Gemini sending me visitors?	Traffic: gemini.google.com referrals, older bard.google.com ones, and links tagged utm_source=gemini	GA4’s AI Assistant channel (steps below)
Is Gemini sending me customers?	Leads, including people who asked Gemini on an Android phone and then called	Ask new customers how they heard about you, with Gemini as an option

Track Gemini mentions

Gemini gives no ranking position: you’re either in its answer or you aren’t. So track a fixed set of questions over time. Signed-in Gemini answers can be shaped by your own history, so compare like with like: the same account (or a signed-out browser), the same wording, the same location. The full method, with a spreadsheet layout, is in our Gemini rank tracker guide; paid tools that automate it are compared in AI visibility tracking tools. Which AI Sent does not run automated Gemini checks today; it tracks the visits and leads Gemini sends.

Gemini vs AI Overviews vs AI Mode

Where the person was	What it looks like in analytics	Trackable as AI?
Gemini (gemini.google.com or the Gemini app)	gemini.google.com referral, or Direct if the referrer was stripped	Yes, when the referrer arrives
AI Overview at the top of Google results	google / organic	No
AI Mode tab in Google Search	google / organic	No

Treat any tool that claims to split AI Overviews out of your Google traffic with caution. Google doesn’t pass anything that would let it. GA4’s own AI Assistant channel explicitly excludes them.

Why some Gemini visits show as Direct

• Gemini opened from the Android assistant or inside other Google apps often doesn’t pass a referrer.
• Links that open in an in-app browser can lose the referrer on the way.
• Copy-pasted links never carry one.

Those visits are counted as Direct, and nothing recovers the source after the fact. Asking customers how they found you is the only way to count them.

One recent change: since around 30 September 2026, some Gemini links have been seen carrying utm_source=gemini, which GA4 reads even when the referrer is missing. Google hasn't documented which links get it, so count it as a bonus, not a fix.

See Gemini visits in GA4

1. Reports → Acquisition → Traffic acquisition, find the AI Assistant channel.
2. Add Session source as a secondary dimension and look for gemini.google.com (older visits may show bard.google.com).
3. For data from before May 2026, use a custom channel group: step-by-step, with the regex from our generator.

Count the Gemini customers analytics can’t see

Gemini is built into Android phones and Google’s apps, so a lot of Gemini-driven customers never click: they ask, get a name, and call. Which AI Sent handles this two ways:

• Confirmed: a tracked visit from gemini.google.com within 90 days before the lead.
• Declared: the customer answered “Gemini” to “How did you first hear about us?”, on your form or on the phone.

A customer who says “Google” is recorded as Google, even if they might have seen an AI Overview. We don’t guess. That keeps the AI number a true minimum you can defend to a client or a boss.

Getting recommended by Gemini

Gemini draws on Google’s index and Google’s understanding of businesses. For local businesses, that means your Google Business Profile, reviews and consistent details across the web matter a lot. Allowing Google-Extended in robots.txt lets Google use your content for Gemini. Blocking it doesn’t affect normal Google Search rankings.

Related: tracking ChatGPT, tracking Perplexity, Gemini rank tracking, all AI assistants.

Platform-specific guides

Step-by-step instructions for your platform: Gemini traffic on WordPress, Gemini traffic on Shopify, Gemini traffic on Wix, Gemini traffic on Squarespace, Gemini traffic on Webflow, Gemini traffic in Google Tag Manager, Gemini traffic in GA4 and Gemini traffic in HubSpot. More platforms are listed in all AI tracking guides.

All three layers in one guide (mentions, visits and leads): AI search tracking.