Homogeneous gold catalysis has received growing attention over the past few years, enabling the replacement of consolidated organic reactions with more simple, selective, and chemically sustainable alternatives. The fine-tunability of the electronic as well as steric properties of gold catalysts contributed substantially to the popularity of the research field, with robust applications in total synthesis and asymmetric catalysis. In this context, the metal counterions proved of pivotal importance in impacting both kinetics and selectivity of gold-assisted transformations. Despite the intrinsic difficulties in properly rationalizing and predicting the role of anions in complex reaction machineries, nowadays, some general trends are available. This review aims at presenting some leading examples of counterion-controlled gold catalysis, with particular emphasis on their structure-activity relationship.