Brand-cited AI Overview CTR fell 61% from Q3 to Q4, according to a new report from Seer Interactive , but the clicks on those pages barely moved.

The drop looks alarming on a dashboard, though it isn’t quite what it seems. Seer’s analysis of 5.47 million queries across 53 brands clearly shows what’s happening

What Happened In Q4

In September, brand-cited pages in AI Overviews received 15.8 million impressions and 398,798 clicks, with a CTR of 2.52%.

In October, impressions doubled to 33.1 million, and clicks increased slightly to 400,271, but CTR dropped to 1.21% as rapid impression growth outpaced clicks.

This isn’t a performance collapse but a math issue caused by faster impression growth than clicks.

November Is A Different Story

November’s impressions rose to 39.5 million, but clicks dropped to 301,783, and CTR fell to 0.76%.

Something pulled clicks down while visibility increased, and Seer’s data can’t explain why.…