68% of Google searches in the US now end without a single click. Your funnel starts later than you think. SparkToro ran Similarweb clickstream data for January to April 2026: 68.01% of US Google searches

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ended without a click. In 2024 it was 60.45%. Read that as a trend line, not a headline. In two years, roughly one in every twelve searches that used to send someone somewhere simply stopped doing so. AI Overviews now sit on more than a fifth of results, and when they appear, click-through falls further. Most marketing teams are still reporting the metrics of the old door: sessions, CTR, traffic. The door is narrowing. The answer box is the new landing page, and you don't control its design, its copy, or whether your name appears in it. What you can control is whether your positioning survives summarisation. A machine compressing your category into three sentences will keep the companies with a sharp, repeatable claim and drop the ones with a paragraph of adjectives. So the work changes. Write the page that gives the model a clean fact to repeat. Measure branded search and direct visits, because they show demand that formed without a click. And say something specific enough to be quoted, because vague doesn't get cited — by people or by machines. The prize was never the click. It was being the answer. What are you measuring today that still assumes the click is coming? #AIMarketing #SearchStrategy #Positioning