Today’s MarketingGemini stopped adding UTM tags to cited links
Google started adding utm_source=gemini to cited links in Gemini answers in early September, then stopped around September 28. Natzir shared a chart showing the tags grew for three weeks and then vanished overnight. Desktop Gemini still passes a gemini.google.com referrer, but per Natzir the iOS app sends no referrer, so those visits land in Direct in GA4.
Our take
Your AI traffic is bigger than your dashboard says, and part of it is hiding in Direct. Do not judge AI search by one UTM tag. Segment gemini.google.com referrals, check server logs for the GeminiiOS user agent, and ask new leads how they found you so you have a number Google cannot take away.
