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Brainlabs data: AI Overviews cut client web traffic 10.5% in 14 months

Digiday’s Sam Bradley reports that Brainlabs analyzed Google Analytics across 54 clients and found organic sessions fell 10.5% since AI Overviews hit scale, while AI-platform referral traffic rose 163% and converted 1.5x better than organic search.

Why it matters. Advertisers now need to track AI-referral conversion rates separately from organic search, since raw traffic volume no longer reflects commercial value.

Signal from digiday.com · Sam Bradley · read the original.

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