Introduction to the Issue
Google recently fixed a bug that caused issues with how website traffic was reported in Google Analytics. The problem started when Google added a special code to links in its AI Mode search results, which led to traffic being incorrectly labeled as "direct" instead of "organic." This meant that website owners and marketers couldn’t accurately track where their visitors were coming from.
How the Problem Was Discovered
The issue was first identified by Maga Sikora, an SEO director who specializes in AI search. She noticed that traffic from Google’s AI Mode was being tagged as direct in Google Analytics, rather than organic. Sikora warned other marketers about the problem, pointing out that the code Google added to the links was blocking Google Analytics from tracking the actual source of the traffic.
Google’s Response to the Bug
John Mueller, Search Advocate at Google, quickly responded to the issue. He suggested that it was a mistake on Google’s end and stated that it would be fixed. Mueller also explained that Search Console doesn’t currently display AI Mode data, but it will be available soon. He added that Google is updating the documentation to reflect this and that AI Mode data will be shown as part of the rollout.
Resolution of the Issue
The problem was fixed within days, and Aleyda Solis, Founder at Orainti, confirmed that the code was no longer being added to links in Google’s AI Mode search results. Solis is now seeing AI Mode data in her analytics and is verifying that traffic is correctly labeled as "organic" instead of "direct."
Impact on SEO Reporting
The bug may have affected traffic data for several days, and some "direct" traffic may have actually been organic search traffic. This misclassification could have skewed conversion tracking, affected budget decisions, made SEO performance look worse than it was, and hidden the true impact of AI Mode on websites.
What to Do Now
To address the issue, website owners and marketers should:
- Audit recent traffic data – Check for unusual spikes in direct traffic from the past week.
- Document the issue – Note the affected dates for future reference.
- Adjust reporting – Consider adding notes to client reports about the temporary bug.
- Prepare for AI Mode tracking – Start planning how to measure this new traffic source.
Conclusion
Google’s prompt response to the issue shows that it understands the importance of accurate data for marketers. The company’s ability to quickly fix the bug and provide clear communication about the issue is a positive step for website owners and marketers who rely on Google Analytics to track their website traffic. By following the steps outlined above, marketers can ensure that their data is accurate and that they are prepared for the introduction of AI Mode tracking.