We’ve known for some time now that the way people search has changed. People no longer just type short keywords into Google and click the first result. They ask full questions in ChatGPT. They read Google’s AI Overviews. They often get answers directly on the results page without ever visiting a website.
According to Bisibility AI, in 2025, over 60% of internet users now use AI tools like ChatGPT, Gemini and Perplexity to find answers, not traditional search engines.
For marketing managers, this creates a reporting challenge. If people don’t click, what do we measure?
What a traditional marketing report looked like
Most marketing reports have historically focused on:
- Organic traffic
- Keyword rankings
- Click-through rates (CTR)
- Conversions from search
- Backlinks and domain authority
The assumption was simple:
Search - Click - Visit - Convert
Performance was largely measured on traffic volumes and ranking position. If traffic went up, marketing was working. If rankings improved, visibility improved. With the growth of AI searches, reports are no longer that simple.
What’s changed
Zero-click search is rising
AI tools often provide the answer immediately. Users may get what they need from:
- A Google AI Overview
- A ChatGPT response
- A featured summary
That means fewer clicks, even when your content is influencing the answer. In some cases, visibility increases while traffic drops.
Search queries are longer and more conversational
Instead of searching “library opening times”, users now ask specific questions:
“What time does the library open on Tuesdays?”
AI tools interpret context and intent more deeply. This changes how content is surfaced, and what “ranking” really means.
AI decides what to cite
Generative Engine Optimisation (GEO) is now part of the picture. It focuses on structuring content so AI systems can understand, summarise and reference it.
The key point: visibility is no longer just about appearing on Google SERP.
How this affects marketing reports
Traffic may decline
Are your reports showing a drop in traffic? This can be uncomfortable when reporting to execs or boards. If AI answers reduce clicks, traffic alone becomes a less reliable success metric.
Rankings matter less on their own
Being “position 1” doesn’t guarantee attention if AI summaries sit above paid and organic results. Reports that only show ranking improvements are missing part of the picture.
Visibility is broader than clicks
You may be:
- Referenced in AI-generated answers
- Influencing responses without direct traffic
- Supporting decision-making earlier in the journey
Traditional reports don’t capture this well.
A better way to report in the AI search era
Here are a few ways to update your marketing report to take account of AI search.
AI visibility signals
Where possible, track:
- Whether your content appears in AI Overviews
- Brand mentions in AI tools
- Structured content performance
- FAQ-style and intent-based content performance
For our clients, we use SEMRush to measure AI visibility by reporting on cited pages and brand mentions. If you don’t have access to software to pull these numbers, simple manual checks can be useful initially.
Quality over content
Instead of asking: “Did traffic increase?”. Ask:
- Are we answering the right questions?
- Is our content being surfaced for high-intent queries?
- Are we reducing calls or enquiries through better information?
For Local Government and non-profits especially, reduced service enquiries can be a more meaningful metric than raw traffic. Reporting on the number of calls to customer service could be a good way to show changes in call volume as content appears in AI search results.
Better metrics to look at
Consider including:
- Assisted conversions: report on multi-touch attribution
- Branded search growth: increases in branded keyword impressions
- Engagement depth: average engagement time, or pages per session
- On-site task completion: including payments made, forms submitted, applications completed
- Service enquiry reductions: compare call centre enquiry volumes before and after optimising content
These reflect real impact, not just clicks.
Summary
AI search isn’t just another channel. It changes how discovery works. Marketing reports need to move from “how many people clicked?” to “are we visible where decisions are being made?”. The shift from traffic to influence is where the real reporting evolution sits. Need help with your marketing reporting? Get in touch with our team today.