This summer, Google changed the way users access websites from its search results. After several weeks of testing, the rollout of Google GoTo (google.com/goto) was confirmed on August 26, 2026. Google is now introducing an intermediate redirect within its search results.
For marketing and analytics teams, this raises an important question: does this new redirect affect the measurement of SEO traffic coming from Google?
For Eulerian users, the answer is simple: no.
No tracking changes are required, and your reporting remains unaffected.
Google GoTo: What Is Changing in Google Search?
Previously, when a user clicked on an organic result in Google, they were redirected directly to the relevant website.
The journey looked like this:
Before: Google → website
Now: Google → google.com/goto?... → website
Links displayed in Google search results can now go through an intermediate URL hosted by Google. A server-side redirect then automatically sends the user to the actual destination page.
For users, this step is completely invisible: they click on a Google result and arrive on the expected website, just as before.
In other words, the technical path taken by the click is changing, while the browsing experience remains unchanged.
Why Is Google Introducing This Redirect?
Google presents this change as a technical measure designed to strengthen the protection of its services and users against certain forms of abuse.
The mechanism is also widely interpreted by SEO professionals as making automated scraping of search results more difficult. Some tools automatically query Google search results to extract information such as rankings or keywords.
With GoTo, the final URL is no longer directly exposed in the same way within search results. Tools relying on this information therefore need to adapt their processes to follow the redirect and retrieve the actual destination URL.
As a result, this change mainly concerns SEO tools that automatically analyze SERPs (Search Engine Results Pages), including some rank-tracking solutions.
Does Google GoTo Impact Eulerian Measurement? No.
When a user clicks on an organic Google result and arrives on your website after passing through the GoTo redirect, Eulerian continues to collect the information required to identify the origin of the visit via the referrer.
Traffic from Google organic search continues to be identified as before, with visits correctly attributed to organic search.
Key takeaway: visits from Google organic search continue to be tracked and analyzed in Eulerian as before. The additional upstream redirect therefore does not affect how your performance is measured in Eulerian.
Conclusion
Google GoTo changes the way some clicks travel between search results and websites.
This change is primarily intended to strengthen Google’s protections and may require adjustments for certain tools that automatically collect information from search results.
For Eulerian, however, nothing changes: no tracking modifications are required, Google organic traffic continues to be correctly identified, and your reporting remains unaffected.
