GA4 Can't Split Direct Traffic: No Way to Attribute ChatGPT or Gemini Referrals
gaganghotra_ · x · 2026-10-09
The author flags a marketing analytics pain point: direct traffic in GA4 is nearly impossible to classify, so there's no way to tell what share should actually be attributed to visits coming from ChatGPT, Gemini, or other AI search surfaces. AI search referrals are growing but invisible to traditional attribution — a real blind spot for marketing teams that rely on traffic attribution.
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