Quick answer: Google’s Gemini assistant has started adding UTM parameters to the links it sends users to, so site owners can attribute Gemini visits in analytics tools such as GA4. The change was spotted by a Reddit user around September 30, 2026, and Google’s John Mueller confirmed he was seeing it too. Google has not documented when the parameters are added.
What happened
Gemini links now carry UTM tags that identify the visit as coming from Gemini. When asked about it, Mueller replied, “Nice. I see it too. Doesn’t Gemini have a referrer too though?” Search Engine Journal reported the change on October 1, 2026.
Gemini does send a referrer in some cases, but that data is unreliable. According to discussion around the finding, referrer information mostly survives only on desktop web, with roughly 9% pass-through from the Gemini mobile app. UTM parameters fix that because they stay in the URL inside in-app webviews and appear in server logs.
Why it matters
AI chatbot referrals have been a blind spot for SEOs. Much of that traffic has shown up as “direct” in analytics, making it hard to justify investment in AI visibility. With UTMs, Gemini traffic can be separated, measured and compared with traffic from ChatGPT and other AI assistants.
What we don’t know yet
Google has not explained when UTMs are applied. ChatGPT, for comparison, adds UTMs only to answers sourced from the web. It is not yet clear whether Gemini tags every outbound link, only certain answer types, or only specific surfaces.
Key facts
- First spotted: Reddit, around September 30, 2026
- Confirmed by: Google’s John Mueller, who said he saw it too
- Problem solved: Lost referrer data, especially from the mobile app
- Documentation: None from Google yet
What to do now
- Check GA4 traffic acquisition reports for utm_source values that reference Gemini.
- Create a custom channel group for AI assistants (Gemini, ChatGPT, Perplexity, Copilot, Claude).
- Make sure redirects and canonical handling keep query parameters so the tags are not stripped.
- Compare Gemini landing pages with your AI Overview and AI Mode visibility.
FAQ
Will Gemini traffic still appear as direct?
Less of it should. Links with UTMs will be attributed to the source in the tag, though links without UTMs may still show as direct or referral.
Do UTM parameters affect SEO rankings?
No. Inbound UTM parameters on referral links do not change rankings, but make sure your canonical tags point to clean URLs.
