How is Google AI Mode traffic attributed in Adobe Analytics

Question

Hi All,

In anticipation of the global rollout of Google's AI Mode, we'd like to understand how Adobe Analytics typically handles it, and whether we should set up custom rules.

Attribution and Channel Classification
- How does traffic (entries and visits) from AI Mode currently show up in Marketing Channels?
- Does it appear as SEO, Direct or Other Referring Domains?
- are there consistent referring domains, query parameters or HTTP header patterns that help distinguish AI mode traffic from traditional Google search?
Marketing Channel Rules
- Should we proactively set up or adjust our Marketing Channel processing rules to accurately capture and classify AI Mode traffic?
- If so, what rules would you suggest?
Segmentation and Reporting
- For reporting, how would you recommend segmenting AI Mode traffic vs regular Google search?
- Do you treat AI mode as a separate channel source altogether?

Any other useful tips or tricks are greatly appreciated

Thanks!

andreiabenites · Answer

Links emitted in Google AI Mode are marked with a rel="noreferrer" attribute, which causes browsers to not send the Referer header (or to strip it) when navigating. That means a click from AI Mode may show up with no referrer (i.e. “direct / unknown”) rather than as a Google domain.

Google AI Mode links contain /#:~:text= (text fragment in deep-links), which you could use to create conditions for Marketing Channel processing rules or Segments.

So,

Marketing Channel Processing Rule:

If Page URL (or Query String) contains "#:~:text="
Then Set Channel = "AI Search (Google AI Mode)"

Segment in Adobe Analytics/CJA:

Page URL contains "#:~:text="

CJA Derived Field:

IF(contains(Page URL, "#:~:text="), "Yes", "No")

Because AI Mode changes how users find and click content, I'd recommend treating it as a separate channel.

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