Google Gemini UTM Tracking: GA4 and Console Guide
Google omits UTM parameters from search engine AI citations. Here is how to configure GA4 dimensions, custom assistant links, and Search Console reports.
Google does not append UTM parameters or other tracking identifiers to its search engine AI links, unlike ChatGPT. Because search engine citations arrive without campaign query strings, marketers cannot rely on automated UTM tags to isolate organic Gemini clicks in standard campaign reporting.1
Tagging Controlled AI Touchpoints in Custom Assistants
When deploying URLs inside controlled conversational tools, custom GPTs, AI agents, shared prompts, or partner assistants, you can manually attach explicit campaign parameters. For example, a custom assistant link can be tagged with parameters like ?utm_source=chatgpt&utm_medium=ai_assistant&utm_campaign=custom_gpt_leads.2
The parameters utm_creative_format and utm_marketing_tactic are not currently reported in Google Analytics properties.3
For organic visits where UTM tags are absent, analytics tools rely on referral detection. Organic detection logic, such as in UTM Grabber 3.1.7, classifies visitors as Gemini referrals when the referring URL contains gemini. When evaluating custom tagged URLs in GA4, analysts must note a critical reporting trap: UTM parameter values are omitted in the Landing page + query string and Page path + query string dimensions. Campaign UTM details are populated exclusively in the Page location dimension.23
Measuring Search AI Visibility in Search Console
Websites appearing in AI features like AI Overviews and AI Mode are reported within the Web search type. Site owners looking to limit the information shown from their pages in Search can configure robots.txt directives for Googlebot or implement snippet controls including nosnippet, data-nosnippet, max-snippet, or noindex.4
Technical Causes of Direct and None Leakage
Browser referrer headers do not transmit referrer data when visitors navigate from HTTPS to non-secure HTTP websites. Furthermore, assistant interfaces that do not pass a referrer or users clicking links across distinct app environments prevent query strings and header data from reaching your analytics stack.25
For conversational surfaces under your direct control, manually append standard campaign query strings while avoiding utm_creative_format. For organic Gemini search citations, switch your analytics audits to referrers containing gemini, inspect the Page location dimension in GA4, and monitor impressions under the Web search type in Google Search Console.234
Questions
Does Google Gemini use UTM tracking on its links?
Google does not append UTM parameters or tracking identifiers to search engine AI links. Analytics systems must detect organic referrals by checking whether the referring URL contains gemini.
How do I track UTMs in Google Analytics?
Add utm_source, utm_medium, and utm_campaign to your destination URLs. When viewing reports in GA4, check the Page location dimension, because GA4 omits UTM parameter strings from Landing page + query string and Page path + query string dimensions.
What is UTM tracking?
UTM tracking uses standardized query parameters appended to URLs to capture campaign sources, mediums, and content variations.