How to track Gemini traffic and leads on Webflow

Gemini sends people to a Webflow site through the Gemini app, through Google's AI Overviews and AI Mode, and through calls from people who read your name and never clicked. Webflow Analyze separates the first, mixes the second into Google search and can't see the third. Webflow also has two settings that can switch Gemini off without anything looking broken, so start there.

Step 1: Check your robots.txt and Content-Signal settings

Go to Site settings → SEO → Indexing. This is where Webflow keeps your custom robots.txt rules. Look for a block that names Google-Extended with Disallow: /. Google-Extended is the token Google reads to decide whether your pages may be used to ground answers in the Gemini apps, and Google says it doesn't affect normal Search rankings, so a rule copied from a "block AI" checklist can quietly take you out of Gemini while your Google traffic looks fine.

The same panel holds Webflow's Content-Signal header. Webflow's own example is ai-train=no, search=yes, ai-input=no. The ai-input value is the one that covers using your content in AI-generated answers, so ai-input=no asks AI tools not to quote you at all. Webflow notes it is based on a proposed standard, not an accepted one. If your aim is to appear in Gemini, set ai-input deliberately rather than copying the example. Click Save and publish after any change.

Step 2: Filter Site overview by gemini.google.com

1. Open Insights, then Site overview, and set the widest date range you can; Analyze has no data from before it was switched on.
2. Click the Filter icon, choose Referral domain and pick gemini.google.com. Very old shared chats can still arrive from bard.google.com.
3. Open Pages with the filter on to see which pages Gemini used as sources.

The Generative AI traffic source is handy for a total, but it mixes Gemini with ChatGPT, Claude, Copilot and Perplexity, so use Referral domain when you want Gemini alone.

Step 3: Add the gemini UTM tag to the same view

Since around 30 September 2026 some links in Gemini answers carry utm_source=gemini. Analyze reads UTM tags automatically and shows utm_source as Campaign Source, so add a second filter for Campaign Source = gemini. A visit can carry the referrer, the tag, or both, so check both before you call the number low.

Step 4: Don't read Google's crawlers as Gemini visits

On Team or Enterprise plans with the newer Analyze add-on, the AI discovery tab on Site overview has an LLM bots card built from server logs. Webflow lists Google-Agent as an agentic bot and GoogleBot as a bot with multiple purposes. You won't find Google-Extended in that list, because it isn't a separate crawler; it's an instruction that Googlebot's owner reads. So a busy GoogleBot row doesn't mean your pages are allowed into Gemini, and an empty Google-Agent row doesn't mean you are blocked. Step 1 is the only place to check that.

Step 5: Compare Prompt insights with real visits

Prompt insights runs the prompts you set up through ChatGPT, Claude, Gemini and Perplexity, and reports a Visibility score and a Citation rate for your organisation. It needs Team or Enterprise with Analyze. Put the Gemini results next to the Gemini rows from step 2. If Gemini cites your domain often and the referral count stays near zero, people are reading the answer without clicking, and the leads are more likely to arrive as calls, emails or branded Google searches.

What Webflow Analyze shows for Gemini, and what it misses

What the person did	What Webflow records
Clicked a source on gemini.google.com	Referral domain gemini.google.com, Traffic source Generative AI
Clicked a tagged Gemini link	Campaign Source gemini
Tapped a link in the Gemini Android app with no referrer	Often Direct navigation
Clicked a source in an AI Overview or AI Mode	Search organic
Read your name in Gemini, then searched for you	Search organic
Read the answer and called or emailed	Nothing

Analyze also gives each session its most recent source, so a buyer who found you in Gemini and came back from Google to submit the form is counted as Search organic. Our post on why AI attribution undercounts explains these gaps, and tracking Google AI Mode traffic covers the AI Overviews side in Search Console.

Other assistants to check

Repeat step 2 with chatgpt.com, perplexity.ai, copilot.microsoft.com and claude.ai. ChatGPT tags many links with utm_source=chatgpt.com; see ChatGPT traffic on Webflow. Perplexity rarely tags links, and its guide shows a goal report for enquiries: Perplexity traffic on Webflow. The general Gemini tracking guide explains how the Gemini app differs from AI Overviews and AI Mode.

Counting Gemini leads on Webflow with Which AI Sent

Which AI Sent works on Webflow today with one line of code pasted in Site settings → Custom code → Head code and published (custom code needs a paid site plan). Our one-click Webflow app is in Webflow's marketplace review, so the snippet is the way to connect for now, and it doesn't need the Analyze add-on. It gives Gemini its own row, separate from Google search, reads both the gemini.google.com referrer and the gemini tag, and ties each visit to the Webflow form submission it led to. It also records the answer to “How did you first hear about us?”, so people who saw you in Gemini and called are counted as Declared, next to Confirmed clicks. See all integrations.