Google’s AI Overview is quickly changing the way users interact with search results. Instead of clicking through multiple links, users get instant, AI-generated answers at the top of the page. Great for convenience. Not so great for traffic analytics unless you’re using UTM codes.
In this article, we’ll break down how UTM tracking fits into the new search experience, why it still matters, and how small business owners can adapt their analytics game for the AI-first future.
What Is Google’s AI Overview? (And Why Should You Care?)
Google’s AI Overview (formerly called Search Generative Experience) appears at the top of some search results. It generates a brief, AI-written answer using trusted sources. It often includes clickable links to cited sites but fewer than a traditional SERP.
For small businesses, this means:
Less organic real estate
Fewer clicks from traditional listings
A greater need to track the value of every visit you do get
How AI Overviews Make UTM Codes More Important Than Ever
With AI Overview, Google might pull in your content from anywhere a blog post you linked in an email, a social media post, or even a podcast transcript. That means your off-site content is more valuable than ever.
But here’s the problem:
If your link isn’t tagged with UTM codes, Google Analytics may show that traffic as “Direct” (aka untraceable).
Example:
You post a blog link on LinkedIn. That post gets picked up by Google’s AI and used in a search summary. Someone clicks the link.
Without UTM codes: The traffic shows up as “Direct” or “Organic.”
With UTM codes: The traffic shows up as
source=linkedinandmedium=social.
That level of detail lets you track which platforms and campaigns are driving results even indirectly through AI.
Strategic Use of UTM Codes to Track AI Overview Traffic
1. Tag Every Distribution Channel
When you publish content (e.g., a blog post), share it in various places using UTM-tagged URLs:
Social media (
utm_source=twitter&utm_medium=social)Newsletter (
utm_source=newsletter&utm_medium=email)Partner blogs or communities
If any of these UTM-tagged URLs are picked up and linked by the AI Overview, that traffic will carry the UTM code into your analytics giving you visibility into how it entered your funnel.
2. Monitor GA4 “Direct” Spikes with Landing Page Clues
If you see a spike in direct traffic landing on a deep page (not your homepage), that could be a sign it’s been linked by Google AI Overview.
Tip: Use GA4’s Landing Page report + “Default Channel Grouping” to catch these anomalies.
Where to See UTM Results in GA4
To track performance, head to:
Reports → Traffic Acquisition
Then look at:
Session source/medium
Campaign
You’ll be able to spot which campaigns, platforms, or even individual posts are driving traffic.
This is especially helpful when your content shows up in unexpected places thanks to AI surfacing and resharing.
UTM Codes Are a Small Business Power Tool in the AI Age
While AI Overview makes the search experience faster for users, it makes traffic measurement trickier for businesses. UTM codes remain one of the few reliable tools to regain control over your analytics.
If you’re creating content, running ads, or sharing links don’t skip the UTMs. They’re your best defense against the data fog of modern search.
