Users have noticed UTM tags in links from Google Gemini responses. Search Engine Journal reported this observation on October 1. Google representative John Mueller confirmed in a Reddit discussion that he also sees these tags.

The utm_source=gemini parameter helps analytics systems identify the traffic source, including cases when the browser or app does not pass information about the referring page.

At the time of publication, Google had not described the conditions for adding these tags. Therefore, it cannot yet be assumed that all outgoing Gemini links have them.

How this will appear in analytics

If you receive traffic from Gemini, clicks on links with utm_source=gemini can be filtered in GA4 by session source—similar to clicks with the ChatGPT tag. You can then compare visit numbers, engagement, and conversion with other sources, and if purchase tracking is set up, also revenue. This allows you to evaluate the results of any project receiving such traffic, regardless of how the audience was attracted.