How to track Gemini traffic and leads in HubSpot

HubSpot's help article on traffic sources names Google Gemini, with the domain gemini.google.com, in its list of AI platforms, alongside ChatGPT, Claude, Perplexity, Copilot and a few others. It also draws a line that matters more for Gemini than for any other assistant: regular Google search stays under Organic search, and only the AI-specific domain counts as AI Referrals. Gemini and Google search share a company, but in HubSpot they are two separate sources.

Step 1: Open the AI Referrals row in the Sources report

1. In HubSpot, open Reporting and go to Reports, then choose Marketing → Web traffic analysis in the left sidebar. The exact menu label varies a little between portals.
2. Open the Sources tab and set the date range to at least the last 90 days.
3. Click the Sessions number in the AI Referrals row. HubSpot breaks the row down by platform, and Gemini appears as gemini.google.com.

Click Gemini's own Sessions number to go one level deeper. This second level comes from utm_campaign. Most Gemini source links carry no campaign, so expect one blank row, unless you shared tagged links yourself.

Step 2: Check where tagged Gemini links land

Since around 30 September 2026 some Gemini answers add utm_source=gemini to the links they show. This is where HubSpot and GA4 part ways. GA4 lets the tag override the referrer, and a tagged Gemini visit can drop into Unassigned. HubSpot's rule is wider: a visit counts as AI Referrals when the referring domain or a UTM value contains a recognised AI platform, so a link tagged gemini should still be filed as AI Referrals.

Check it in your own portal rather than trusting the rule. In the Sources report, open Other campaigns as well and look for a gemini campaign or source. If tagged Gemini visits show up there, your portal is reading the tag as an ordinary campaign, and you should count both rows.

Step 3: Build a Gemini contacts view

1. Go to CRM → Contacts and create a new view.
2. Add the filters Original traffic source is any of AI Referrals and Original traffic source drill-down 1 contains gemini.
3. Add the columns Create date, Lifecycle stage and First page seen, and save the view as “Gemini contacts”.

Then make a second view with Original traffic source is Referrals and drill-down 1 contains google.com. Contacts created before HubSpot added AI Referrals in 2025 can still sit there with gemini.google.com or the old bard.google.com as the referring domain, because Gemini used to be called Bard.

Step 4: Split Gemini from AI Overviews

Owners often expect HubSpot to show the AI answers at the top of Google results as Gemini. It doesn't. A click on a source in an AI Overview or in AI Mode arrives from google.com, the same as a normal search result, and HubSpot files the contact under Organic search with Google as the drill-down. No HubSpot filter separates those clicks from ordinary search clicks. Google Search Console is the closest thing, and our post on tracking Google AI Mode traffic explains what it can and can't show. So the Gemini view from Step 3 counts the Gemini app and gemini.google.com only. Say that in any report you send a client.

Step 5: Catch the Gemini leads that arrive without a trail

Many people use Gemini on an Android phone, where it is often the default assistant. Links opened from the app frequently arrive with no referrer, and HubSpot records them as Direct traffic. Others read the answer and then search your business name, which counts as Organic search. Add a dropdown contact property, “How did you first hear about us?”, with Google Gemini as an option separate from Google search, and put it on your main form and on the record your team fills in after phone calls. Our guide to wording that question explains why the two options need to be separate.

Step 6: Test with a real Gemini click

Open gemini.google.com in a desktop browser, ask about your business by name, click your site in the answer, and submit your own form with a test email address. The new contact should read AI Referrals with gemini.google.com in drill-down 1. Repeat the test from the Gemini app on a phone to see how your portal records it; Direct traffic there is expected. If the desktop test shows Direct, check whether your cookie banner blocked HubSpot's tracking code, and remove the test contact afterwards.

What HubSpot can't see from Gemini

What the person did	What HubSpot records
Clicked a source on gemini.google.com	AI Referrals, drill-down 1 gemini.google.com
Clicked a link tagged utm_source=gemini	Should be AI Referrals; check Other campaigns
Clicked a link in the Gemini phone app	Often Direct traffic
Clicked a source in an AI Overview or AI Mode	Organic search, Google
Read the answer and phoned you	Offline sources, once someone creates the contact
Declined tracking cookies	No source tied to the contact

Other assistants to check in the same views

Swap gemini in Step 3 for chatgpt, perplexity, claude or copilot. Perplexity is the simplest case, covered in Perplexity traffic in HubSpot. ChatGPT, with its utm_source=chatgpt.com tag and a deal report for closed-won revenue, is covered in ChatGPT leads in HubSpot. If you compare HubSpot with Google Analytics, read Gemini traffic in GA4, because the two tools treat the gemini tag differently. For the wider picture, see the general Gemini tracking guide.

Gemini leads in HubSpot, with Which AI Sent

HubSpot records where the first visit came from. Which AI Sent remembers a Gemini visitor for 90 days and attaches Gemini to the form they send or the job you mark won, kept apart from Google search. It reads both the gemini.google.com referrer and the gemini tag, and labels each lead Confirmed, Declared or Assisted by the evidence behind it. It installs with a snippet in your site header (on HubSpot-hosted pages: Settings → Content → Pages → Site header HTML), or in one click through WordPress, Wix or Google Tag Manager, and sends each lead to HubSpot by webhook or Zapier already tagged with the assistant. Your HubSpot tracking stays as it is.