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What UTM tags tell your analytics
UTM parameters are labels added to a URL’s query string. When a visitor follows a tagged link and the parameters reach a page where GA4 collects data, GA4 can use supported values in manual traffic-source dimensions. The parameters describe the labeled visit; they do not explain why a page was selected or prove that every visit from the same source carries a tag.
GA4 maps common parameters to these dimensions:
| URL parameter | GA4 dimension it informs |
|---|---|
utm_source |
Manual source |
utm_medium |
Manual medium |
utm_campaign |
Manual campaign name |
utm_term |
Manual term |
utm_content |
Manual ad content |
Google describes UTM parameters this way: “UTM parameters allow Google Analytics to identify the source, medium, campaign, and other traffic source information about your ads, providing valuable insights into their performance.” See Google’s guidance on manual tagging and auto-tagging and its overview of traffic-source dimensions.
What the Gemini reporting does—and does not—establish
Search Engine Journal reported on October 2, 2026, that Gemini is adding UTM parameters to outbound links for referral attribution. If a Gemini link includes a tag, the tag survives any redirects, and GA4 collects it, that visit may be identifiable in relevant manual-source or session-acquisition dimensions.
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This is a secondary report, not an official Google specification. The Google documentation cited here does not confirm the reported behavior, give an exact Gemini UTM string, or say which Gemini surfaces, link types, devices, users, or regions receive tags. It also does not establish a Google-verified rollout date, what proportion of Gemini visits are tagged, or a guarantee that all outbound links carry UTMs. Do not assume a particular source or medium value before checking the values actually recorded in your property.
Where to find UTM data in GA4
Use the acquisition scope that matches the question you are asking. A session dimension describes the source context for a particular session; a first-user dimension describes how a user was first acquired. To examine the incoming source of a specific visit, focus on session acquisition rather than treating a user’s original acquisition source as the source of every later session. Google explains the difference in its guide to the scopes of traffic-source dimensions.
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Google says manually tagged values appear as dimensions and dimension values in Analytics reports and explorations. For links your organization creates, use a consistent naming scheme and fill in the relevant parameters—particularly source, medium, campaign, campaign ID, and source platform—so missing values are less likely to appear as “(not set).” Google’s example, utm_source=google, utm_medium=cpc, and utm_campaign=summersale, illustrates manual tagging; it is not a documented Gemini tag.
Why a Gemini visit may not appear as one
GA4 uses “(direct) / (none)” when it does not have a clear referral source. Google lists several possible causes, including missing UTM parameters, redirects that strip them, URL shorteners that remove referral details, visits from offline documents, someone entering a URL directly, and ad blockers. Its explanation of direct and none traffic outlines these cases.
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A Gemini visit without a surviving tag or referrer may therefore be hard to distinguish from other unattributed traffic. Conversely, a rise in a Gemini-labelled source is a count of visits identified under the values GA4 received—not a complete measure of Gemini’s influence or a census of all Gemini-originated sessions.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.A practical checklist for tracking possible Gemini referrals
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In GA4, examine session acquisition dimensions for incoming-session analysis; keep those separate from first-user acquisition.
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Inspect the source and medium values actually recorded. Do not assume an exact Gemini value that Google has not documented.
-
For links your organization controls, apply consistent UTM naming and include the relevant source, medium, and campaign values.
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If expected values are missing, check whether redirects or URL shorteners removed query parameters, and whether referral information was otherwise lost.
-
Report the result as identified or tagged Gemini visits, not as total Gemini influence.
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