Gemini traffic is classified as SEO because it’s recognized as a Google search domain.
Explanation
Gemini (gemini.google.com) is part of the Google ecosystem. Mapp Intelligence automatically classifies all Google domains as Search Engines. If your campaign setup assigns all Google search traffic to the SEO channel – which is the default configuration in many accounts – Gemini traffic will appear there as well.
This is expected behavior and not a tracking error. It results from the standard referrer classification that happens before campaign channels are applied.
How to change it
If you want to track Gemini separately – for example, in your own “AI Chatbots” or “AI Sources” channel – you can move it manually:
Go to Mapp Q3 > Configuration > Marketing Configuration.
Export your campaign data via Import and Export > Export.
Locate the Gemini referrer (e.g., gemini.google.com).
Edit the entry in Excel and re-import the file to assign it to your desired channel.
Note
This manual reassignment also affects past visits – after the next data update, those visits appear under the new channel.