How to track Gemini traffic and leads in GA4

Gemini is the one assistant that Google's own analytics knows by name. Google's help page on default channel groups says the AI Assistant channel covers visits from sources like ChatGPT, Gemini, DeepSeek, Copilot and Grok, and that it excludes AI Overviews and AI Mode. When the referrer matches Google's list of AI assistants, GA4 sets the medium to ai-assistant and the campaign to (ai-assistant). In practice, though, Gemini visits are split across several rows.

Step 1: Find every Gemini row in Traffic acquisition

1. Go to Reports → Acquisition → Traffic acquisition and choose a date range of at least 90 days.
2. Click the dimension name above the table and choose Session source / medium.
3. Type gemini in the search box above the table.

Look for three kinds of row. gemini.google.com / ai-assistant is a source-link click that GA4 recognised as AI. gemini.google.com / referral is the same click from before your property applied the AI rule. A row whose source is just gemini comes from a link carrying utm_source=gemini, which some Gemini answers have added since around 30 September 2026. Search bard as well, because old shared Bard chats can still send visits from bard.google.com.

Step 2: Check which channel each row lands in

Add Session primary channel group as a secondary dimension (the plus icon next to the dimension name). The ai-assistant row should read AI Assistant, and the referral row reads Referral.

Watch the tagged row closely. A UTM tag replaces the referrer in GA4, so the AI rule never sees gemini.google.com. If the link carried a source but no medium, GA4 has no medium to put the visit in a channel with, and the session can show as gemini / (not set) in Unassigned. Few people open Unassigned, so these visits often go uncounted.

Step 3: Build one Gemini count with a custom channel group

1. Go to Admin → Data display → Channel groups and create a new group (or edit the AI group you already have).
2. Add a channel named Gemini with the condition Source matches regex ^(gemini|gemini\.google\.com|bard\.google\.com)$.
3. Click Reorder and drag Gemini to the top, above Organic Search, Referral and AI Assistant.

Order matters because GA4 puts each session in the first channel whose rule matches. With Gemini on top, the referral row, the ai-assistant row and the tagged row all count as Gemini, whatever medium they arrived with, and nothing is left in Unassigned. If you'd rather keep one channel for every assistant, use our free AI referral regex generator for the pattern and add an OR condition: Medium exactly matches ai-assistant.

Step 4: See which pages Gemini sends people to, and what they do

Mark your form submission, call click or purchase as a key event in Admin → Data display → Events. Then open Explore → Free form, add the dimensions Session source / medium and Landing page + query string, add the metrics Sessions and Key events, and add a filter on Session source that matches the same regex as Step 3. The table shows which pages Gemini cites you for and which of them turn into enquiries.

Step 5: Test it with a tagged address

Because Gemini uses a real UTM tag, you can test without asking Gemini anything. Open your site with ?utm_source=gemini on the end of the address, then open Reports → Realtime overview. Within a minute or two your visit should appear with the source gemini. For the referrer row, ask Gemini on the web about your business and click your site in its sources.

What GA4 can't see from Gemini

The AI Overviews rows are a deliberate gap: Google's own channel definition leaves them out. Our post on tracking Google AI Mode traffic covers the Search Console side. For the phone row, ask “How did you first hear about us?” on your form and on calls, and offer an AI-assistant answer; our guide to wording that question explains how.

Other assistants to check in the same report

Search the same view for chatgpt.com, perplexity, claude.ai and copilot. ChatGPT tags many links with utm_source=chatgpt.com, covered in ChatGPT and AI traffic in GA4. Perplexity sends no tag and is not named in the AI Assistant channel, covered in Perplexity traffic in GA4. To keep the Gemini label until a form is sent, see Gemini traffic in Google Tag Manager, and for the wider picture the general Gemini tracking guide.

Gemini leads beside GA4 with Which AI Sent

GA4 can tell you how many sessions Gemini started. Which AI Sent tells you which of those people became leads and customers. It runs its own lightweight script and doesn't read or change your GA4 property, so the two run side by side. Gemini gets its own row, kept apart from Google search, and the script reads both the gemini.google.com referrer and the gemini tag, so tagged visits never fall into an unassigned bucket. The source stays with the visitor for 90 days and is attached to the form they send, and each AI lead is marked Confirmed, Declared or Assisted. See all integrations.