Site Estimates 21% of Clicks from Google AI Features

One website chose to disable participation in Google’s AI-related search tools. This step was taken specifically to measure the share of incoming clicks that could be linked to those tools.

The resulting data indicated that an estimated 21 percent of the site’s clicks arrived through AI Overviews and AI Mode. The same test also examined whether standard search listings experienced any change once the AI elements were removed.

By comparing traffic patterns before and after the opt-out, the site obtained a clearer view of how much of its click volume depended on the AI features. The approach avoided reliance on external estimates and instead used direct observation of its own data.

Regular organic listings were reviewed as part of the same exercise. The site recorded what appeared to be an increase in clicks to those listings after the AI components were no longer displayed.

The experiment illustrates one practical way to isolate the contribution of newer search formats. It focused solely on measurable click differences tied to the presence or absence of the AI elements.

Details of the methodology remained limited to the opt-out action and subsequent traffic comparison. No additional assumptions about user behavior or long-term trends were included in the reported findings.

What this means for marketers

Marketers can review their own sites’ settings regarding AI features and track click data before and after any changes to understand similar patterns.