Everyone in the industry is going through the same thing right now. Your content team ships a solid asset, but traffic stays flat or declines . You pull up the analytics, see the line trending sideways, and conclude that AI content has stopped working. That verdict is often wrong. The data may be accurate, but the numbers don’t reflect what the content is good at. By changing what you measure, you may find your content is performing better than your analytics suggest. The Problem In the first four months of 2026, 68% of U.S. Google searches concluded without a click , based on SparkToro’s analysis. That’s an increase from 60% in 2024. The increase in zero-click searches is driven largely by AI Overviews and people conducting more searches without leaving Google. Ahrefs published an analysis of click-through data that initially estimated that AI Overviews reduced clicks to the top result by 34.5% . When they re-evaluated with new data , the forecast for the top position was 58%.…