Only recently, Google has introduced some changes in the Google Images referral URLs. Thanks to these changes Google Images data are now showing in Google Analytics as a separate data source. This gives you a valuable source of information to help you better understand the traffic coming to your website.
As Krista Seiden, Google Analytics advocate explains in her article, originally, all traffic coming from Google Images search was listed under ‘google / organic’ group in the Acquisition reports. Newly this data has a separate line and can be found as ‘Google Images’ source and in the Source / Medium report as ‘Google Images / organic’.
These changes were implemented automatically to all accounts so make sure to update your filters so that you so that your data are capturing the new settings. If you don’t use any filters then you should be fine without any action and report as before.
You may have seen an unusual drop or hike in your traffic data. Don’t panic. As mentioned above, some of the organic traffic previously grouped under google has split into google and google images. However, the total traffic should remain unchanged.
The data on traffic coming from the Google Images search allows you to improve your understanding of your audience as well as help you create more accurate marketing strategies.