Google Fixes Bug Misreporting AI Mode Traffic as Direct

Google has addressed a bug in Google Analytics that incorrectly attributed traffic from Search Generative Experience (SGE) AI Mode as "direct" traffic instead of "organic" search traffic.

The issue, which began last week, stemmed from a "rel=noopener noreferrer" tag added to AI Mode search result links. This tag interfered with Google Analytics' ability to correctly identify the traffic source.

Bug Discovered and Reported by SEO Community

SEO specialist Maga Sikora first identified the problem and alerted the SEO community. She warned that the "noopener noreferrer" tag was causing misreporting in Google Analytics.

Traffic from Google's AI Mode is being tagged as direct in GA—not organic.

Others in the SEO community, including Aleyda Solis, Founder at Orainti, confirmed the issue and its subsequent resolution.

Google's Quick Response and Resolution

Google's Search Advocate, John Mueller, acknowledged the bug and indicated it was unintentional. He assured the community that a fix was forthcoming.

My assumption is that this will be fixed; it looks like a bug on our side.

Mueller also clarified that Search Console will soon display AI Mode data, although it's not currently available.

Impact on SEO Data and Reporting

The bug potentially impacted website traffic data for several days. Websites receiving traffic from Google's AI Mode during this period likely saw an artificial increase in "direct" traffic, while organic traffic was underreported.

This misattribution could have skewed conversion tracking, influenced budget decisions, and misrepresented SEO performance.

What to Do Now

To assess the impact of this bug, website owners should:

  • Review recent traffic data for unusual spikes in direct traffic over the past week.
  • Document the affected dates for future reference and analysis.
  • Consider adding notes to client reports explaining the temporary data discrepancy.
  • Begin planning how to measure and analyze AI Mode traffic as it becomes available in reporting tools.

Google's swift response and resolution underscore the importance of accurate data for marketers and SEO professionals.