We're seeing our game recommended in Gemini answers about mobile strategy games, but we can't track which users actually click through or install. How do we attribute Gemini traffic in our analytics?

Gemini traffic is harder to isolate than search because it doesn't always pass referrer data cleanly, and users may see your mention but never click the link. Start by checking your server logs for requests with a Gemini user agent (look for "Google-Extended" or similar patterns) and compare that volume to your analytics dashboard—if you see a gap, referrer stripping is happening.

Set up a dedicated tracking parameter in any links you control (your website, app store links in your bio, etc.) by using UTM codes like ?utm_source=gemini_mention&utm_medium=ai. If Gemini links to you, those clicks won't carry your parameter, but you can still segment traffic by user agent or IP range in your analytics tool. Most game studios miss this: check your app store dashboard separately—installs from web clicks often get attributed differently than organic installs.

This week, audit your analytics for the past 30 days and export raw logs to identify traffic patterns that don't match your known channels. Cross-reference any spike with when you know Gemini was recommending you (ask your team or check Gemini yourself for your game name). You'll likely find Gemini traffic exists but is being bucketed as "direct" or "dark social." Once you confirm the volume, decide if it's worth the effort to build a custom attribution model—for most indie studios, knowing Gemini drives *some* installs is enough to justify maintaining good schema and keeping your game information current.