Finding Google Gemini Traffic in Your GA4 Reports

You're seeing a surge in traffic from google.com / referral. Not google.com / organic—that's regular search traffic. This is google.com / referral, which in GA4 typically means traffic from Google properties like Google News, Google Discover, or Gmail.

But lately, buried within that google.com / referral bucket is something new: traffic from Google Gemini, the AI chatbot integrated across Google's ecosystem.

The problem? GA4 doesn't automatically separate Gemini traffic from other Google referrals. When someone clicks a citation in Gemini, it looks identical to someone clicking a link from Google News.

You need to set up specific tracking to understand how much traffic comes from Gemini versus other Google properties.

Why Gemini Traffic Deserves Its Own Category

Google Gemini is growing faster than any other AI platform—156 percent year-over-year growth, with over 1.7 billion visits. As Google integrates Gemini more deeply into Search, Gmail, Docs, and Android, expect this traffic to explode.

Gemini traffic matters because:

It represents future search behavior. Google is gradually replacing traditional search results with AI-generated answers. Traffic patterns from Gemini today preview what all Google traffic will look like in 18-24 months.

Engagement differs from organic search. Users arriving via Gemini have already seen an AI summary of your content. They click through for depth, visuals, or verification. This creates different behavior than traditional keyword searches.

Content strategy signals. If Gemini frequently cites specific pages, those pages contain the clear structure, factual accuracy, and comprehensive coverage that Google's AI values. Doubling down on similar content will position you well for AI-mediated discovery.

Right now, Gemini traffic is hidden. Let's fix that.

The Regex Pattern for Google Gemini

Use this pattern to track traffic from Google Gemini:

(gemini|bard)\\.google\\.com

This matches both gemini.google.com (current interface) and bard.google.com (legacy name still used in some regions and mobile apps).

The pattern specifically targets AI chatbot traffic while excluding other Google referrals like Google News, Discover, or Gmail.

Separating Gemini from Other Google Referrals

Here's how to isolate Gemini traffic in your reports:

Step 1: Navigate to Reports → Acquisition → Traffic acquisition in GA4.

Step 2: Click "Add comparison" at the top of the report.

Step 3: Select "Session source" and set it to "contains" → "gemini.google.com" OR "bard.google.com."

Step 4: Apply the comparison. GA4 now shows two rows:

• Your total traffic (all sources)
• Gemini traffic specifically

This comparison view helps you see Gemini's contribution relative to your overall traffic mix without permanently changing your report configuration.

Creating a Gemini-Specific Filter

For more granular analysis, create a filtered view:

Step 1: In your Traffic Acquisition report, click the filter icon.

Step 2: Select "Session source / medium" as the dimension.

Step 3: Change match type to "matches regex."

Step 4: Enter the pattern: (gemini|bard)\\.google\\.com

Step 5: Click Apply to show only Gemini sessions.

This filter is temporary and resets when you navigate away. For permanent tracking across all reports, set up a custom channel group.

Setting Up a Permanent Gemini Channel

Custom channel groups segment Gemini traffic automatically:

Step 1: Click Admin → Channel groups (under Data display).

Step 2: Find "Default channel group" and select "Create a copy." Name it "Default + AI Sources."

Step 3: Click "Add new channel" and configure:

• Channel name: Google Gemini
• Condition: Session source matches regex
• Pattern: (gemini|bard)\\.google\\.com

Step 4: Reorder channels by dragging "Google Gemini" above "Referral." This ensures Gemini gets its own category rather than falling into generic referral traffic.

Step 5: Save and apply. Historical data will reprocess within 24-48 hours.

Now all acquisition reports automatically segment Gemini as a distinct channel alongside Organic Search, Direct, and Social.

Understanding the Bard Legacy

When Google launched its AI chatbot in early 2023, it was called Bard. In February 2024, Google rebranded Bard to Gemini, but referral traffic still comes from both domains:

gemini.google.com — Current primary interface for web and mobile

bard.google.com — Legacy domain still active in some regions, plus older mobile app versions that haven't updated

Some users also access Gemini through labs.google.com for experimental features, though this traffic is minimal.

Your regex pattern needs to capture both gemini and bard to avoid undercounting. Even though Google has transitioned branding, backend systems and older implementations still reference Bard.

What to Expect from Gemini Traffic

Once you've properly segmented Gemini traffic, you'll notice distinct patterns:

Integration with Google Search. Users often interact with Gemini immediately after performing a Google search, making it difficult to distinguish between "pure" Gemini traffic and Gemini-assisted search traffic.

Mobile-first behavior. Google has integrated Gemini deeply into Android, resulting in high mobile traffic percentages. Many users access Gemini via voice queries on smartphones.

Shorter sessions than ChatGPT. Gemini users tend to have quicker engagement patterns than ChatGPT users. Average session duration is 60-70 percent of what you'd see from ChatGPT, likely because Gemini is positioned as a faster, search-adjacent tool.

Broader topic coverage. While ChatGPT traffic concentrates on technical and professional content, Gemini traffic spans a wider range of topics, reflecting its integration into Google's general-purpose search ecosystem.

Gemini vs. Traditional Google Organic

It's useful to compare Gemini traffic directly to Google organic search to understand how AI-mediated discovery differs:

Create a custom exploration with both traffic sources side by side:

Step 1: Navigate to Explore → Blank exploration.

Step 2: Add dimensions:

• Session source / medium
• Landing page
• Device category

Step 3: Add metrics:

• Sessions
• Average engagement time
• Pages per session
• Bounce rate

Step 4: Add two filters in the segment builder:

• Segment 1: Session source matches regex (gemini|bard)\\.google\\.com
• Segment 2: Session source / medium exactly matches google / organic

Step 5: Apply both segments and compare side-by-side.

This comparison reveals whether Gemini users engage more deeply, convert at different rates, or prefer different content types than traditional search visitors.

Tracking Limitations

Some Gemini traffic will remain invisible due to technical limitations:

Google app integration. When users interact with Gemini through the Google app on mobile, referrer information may not pass cleanly, causing sessions to appear as Direct traffic.

Cross-session attribution. Users who discover content through Gemini, then return hours or days later via bookmark or direct URL, won't show as Gemini traffic on subsequent visits.

Experimental features. Google tests Gemini in various contexts—Search Generative Experience, Google Lens, Android shortcuts—and not all implementations pass consistent referrer data.

Despite these limitations, tracking identifiable Gemini traffic provides valuable directional insights into how AI-powered discovery is changing your audience acquisition.

FAQ

How much traffic should I expect from Gemini?

Currently, most sites see Gemini traffic at 10-30 percent of ChatGPT volume. However, Gemini is growing faster (156 percent year-over-year vs. ChatGPT's 106 percent), and Google's massive distribution advantage means Gemini could eventually exceed ChatGPT as a traffic source.

Will Gemini replace Google organic search?

Not entirely, but Google is actively transitioning toward AI-mediated results. The Search Generative Experience (SGE) overlays Gemini-powered answers on traditional search results. Over time, expect more traffic to show Gemini referral patterns even when users start from a Google search.

Can I optimize content for Gemini specifically?

Gemini draws from Google's search index, so traditional SEO fundamentals still apply. Focus on structured data, clear headings, factual accuracy, and comprehensive coverage. Content that performs well in featured snippets typically performs well in Gemini citations.

Why do I see bard.google.com but not gemini.google.com?

This typically means your visitors are using older mobile apps or accessing Gemini from regions where the rebrand hasn't fully deployed. Both domains are legitimate Gemini traffic.

Does Gemini traffic count as organic search?

No. In GA4, Gemini appears as referral traffic, not organic, because users are clicking links from an interactive AI interface rather than from traditional search result pages. Functionally, it's closer to referral traffic, though it serves a similar discovery purpose to organic search.

How do I exclude Gemini from my referral traffic reports?

If you want to analyze non-AI referral traffic separately, create a filter that excludes the Gemini regex pattern. Set Session source does NOT match regex (gemini|bard)\\.google\\.com to see referrals without Gemini included.

---

Related guides:

• Track All AI Chatbot Traffic in GA4 with One Filter
• Why ChatGPT Traffic Shows as Direct in GA4
• How to See Microsoft Copilot Traffic in Google Analytics 4