Google AI Mode surfaces your GBP UTM links, quietly polluting GA4 traffic attribution
gaganghotra_ · x · 2026-11-15
PSA from Gagan Ghotra: if you've set UTM URLs in your Google Business Profile, Google AI Mode shows those same UTM URLs when mentioning your profile in answers.
- In GA4, that traffic is easy to misread as local pack clicks from search results
- In reality, a small portion comes from users clicking through AI Mode answers — a hidden AI-search traffic source worth segmenting
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