Google's AI-generated search feature, AI Overviews, has been impacting search traffic for nearly a year, yet publishers remain in the dark about its effects. The recent introduction of AI Mode allows users to ask follow-up questions seamlessly. However, media executives express that they can't measure changes in referral traffic due to the lack of separation between AI Overviews and regular traffic metrics in Google Analytics. This transparency issue leads to uncertainty regarding the true effectiveness of AI Overviews and enhances concerns about overall traffic generation.
"Google doesn't separate AI Overviews click-throughs from regular search referral traffic in Google Analytics or Google Search Console, leaving publishers in the dark and making third-party reporting through vendors like Parse.ly or Chartbeat impossible."
"With 'limited attribution' and answers to users' queries shown right on the page, the exec said they assume AI Overviews doesn't lend itself to more click-throughs than regular search results."
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