---
type: Research
title: Measurement Shift Research
description: "Cited zero-click and AI-Overview measurement research that reframes what content success looks like in 2026 (Similarweb/Datos, Pew Research Center, Ahrefs)."
resource: "https://ciwebgroup.com/learn/measurement-shift"
tags: [research, measurement, "zero-click", "ai-overviews"]
timestamp: "2026-07-07T05:15:00Z"
---

# Measurement Shift Research

Cited zero-click and AI-Overview measurement research that reframes what content success looks like in 2026 (Similarweb/Datos, Pew Research Center, Ahrefs).

## Cited findings

- **68%** — of U.S. Google searches ended with zero clicks in early 2026, up from 60% in 2024
  - Source: Similarweb / Datos, 2025–26
- **−38%** — organic clicks lost when an AI Overview appears (measured in a controlled field experiment)
  - Source: Pew Research Center, 2025
- **8% vs. 15%** — click-through rate on searches with an AI Overview vs. searches without one
  - Source: Pew Research Center, 2025
- **1%** — of searches with an AI Overview end in a click on a link inside the Overview itself
  - Source: Pew Research Center, 2025
- **+120%** — clicks per impression on pages cited in AI Overviews vs. pages not cited
  - Source: Ahrefs AI Overview CTR study, 2025

## Related concepts

- [Zero-click search](../concepts/zero-click-search.md)
- [The Measurement Shift](../concepts/measurement-shift.md)
- [Agent Actionability Optimization (AAO / AXO)](../strategy/axo.md)

## Belongs to

- [CI Web Group](../organization/ci-web-group.md)