How to track Gemini traffic and leads on Wix

A Wix site usually belongs to a local or service business, and Gemini reaches those businesses through two doors. Someone asks the Gemini app or gemini.google.com for a recommendation and clicks a link in the answer. Or someone asks Google itself and gets an AI Overview or an AI Mode answer that cites your page. Only the first is Gemini traffic in a report. This guide shows where Wix records it, what the Gemini tab of Wix's AI Visibility Overview can and can't tell you, and how to connect Gemini visits to the forms and calls that pay your bills.

Step 1: Find Gemini in the Traffic Overview

1. In your site's dashboard, open Analytics, then Traffic Overview.
2. Scroll to Sessions and visitors by source and category and switch the drop-down from category to source.
3. Look for gemini.google.com. Visits from very old shared chats can still arrive from bard.google.com, the name Gemini used until early 2024.
4. Widen the date picker to 90 days. Most small sites get only a handful of Gemini visits a month, and a 30-day view can look empty even when it isn't.

Wix files a click from gemini.google.com under Referral, next to every blog or directory that links to you. Don't go looking for it under Organic Search just because it's a Google product: the referring host is what decides the source, and Gemini's host is not google.com.

Step 2: Look for the gemini UTM tag

Since around 30 September 2026, some links in Gemini answers carry utm_source=gemini. Search Engine Journal reported the change and Google's John Mueller said he sees it, but Google hasn't documented which links get it. Wix reads UTM parameters when it works out where a visit came from, so a tagged Gemini click can appear in your source list under the tag value rather than the host. Check the source list for both gemini.google.com and plain gemini, and add the two together. The tag matters most for the Gemini app on Android, where the referrer is often stripped and the visit would otherwise be counted as Direct. Never put this tag on your own links or ads, or your campaigns will be counted as Gemini.

Step 3: Open the Gemini tab in the AI Visibility Overview

Wix's AI Visibility Overview, in the Analytics area of the dashboard, has tabs for ChatGPT, Gemini and Perplexity. Wix says it needs a Premium plan and at least 50 unique visitors in the last 30 days; below that it shows "Not enough visitors yet". Choose Gemini at the top. The tab gives you three things worth reading:

• Site mentions: a visibility score, the share of Wix's test questions where Gemini mentioned your site. You can run a new test once a day and up to five times a month, and each test uses AI credits.
• Top sources by references: the sites Gemini leaned on for your topic. If a local directory or review site keeps appearing, getting listed there correctly is a practical next step.
• Traffic from AI platforms: site sessions from Gemini and when the relevant bot last crawled your site.

One gap is specific to Gemini. Wix's help article says the user queries chart, which counts how often an AI bot read your site because someone asked a question, covers the ChatGPT and Perplexity bots only. So on the Gemini tab you get visits and a test score, but not the live "Gemini read my page for a real person" signal the other two tabs have. Treat the visibility score as a sample of Wix's own questions, not a measure of what your customers ask.

Step 4: Tie Gemini visits to enquiries

Go to Analytics → All Reports and scroll to the Marketing section. Open Form Submissions by Traffic Source and Click-to Contact Rate by Traffic Source, and look for the Gemini rows from steps 1 and 2. Choose the First Interaction attribution model if the report offers it: people often find a business in an answer, leave, and come back a few days later through Google to book. These reports give totals per source, not the names of the people who contacted you.

Step 5: Check that Google may use your pages for Gemini

Gemini answers are grounded in Google's own index, so the crawler that matters is Googlebot, and the opt-out that matters is a separate token called Google-Extended. A Disallow rule under Google-Extended tells Google not to use your content for Gemini, without touching your normal Google rankings. To check, go to SEO & GEO in the dashboard, then Tools and settings, and open the Robots.txt Editor. If you find a Google-Extended block that you didn't add on purpose, remove it.

What Wix shows for Gemini, and what it misses

What the person did	What Wix records
Clicked a link on gemini.google.com	A session from gemini.google.com, in Referral
Clicked a tagged link in the Gemini app	A session with source gemini, often no referrer
Clicked an untagged link in the Gemini app	Direct
Clicked a source in an AI Overview or AI Mode	Google, Organic Search
Asked Gemini, then phoned the number in the answer	Nothing
Asked Gemini, then searched your name on Google	Google, Organic Search

The phone call row matters most for local businesses. Our post on why AI attribution undercounts explains why every assistant leaves this gap.

Other assistants to check

Run the same source search for chatgpt.com, perplexity.ai, copilot.microsoft.com and claude.ai. ChatGPT tags most of its links; see ChatGPT traffic on Wix. Perplexity gets user-query data in the AI Visibility Overview that Gemini doesn't; see Perplexity traffic on Wix. The general Gemini tracking guide explains how Gemini differs from AI Overviews and AI Mode.

Counting Gemini leads on Wix with Which AI Sent

Which AI Sent connects to Wix in one click: you approve it on Wix's "Add to site" screen, on Premium sites with a connected domain. It gives Gemini its own row, separate from Google search, reads both the gemini.google.com referrer and the gemini tag, and follows each visit to the form or call it led to. It also adds a "How did you first hear about us?" question, so people who saw you in Gemini and phoned or came back later are counted too, labelled separately from tracked visits. See the Wix integration.