In the past, a missing click was synonymous with a lack of success. Today, things are different: in the world of zero-click searches, your content can perform - without anyone even entering your website. The question is: how do you even measure this?
Welcome to the Shadow Internet
Imagine you're playing on a stage. The lights go on, your content plays - but you don't hear any applause. No click, no session, no conversion. Was anyone there at all?
This is precisely the dilemma of zero-click searches. The visibility is there, the effect is often there too - but the classic web analytics tools deliver: nothing.
Zero-click searches refer to search queries where the user no longer clicks on a website because Google or other search engines provide the answer directly on the results page. This happens, for example, via snippets, info boxes, weather displays, translations, calculation fields or AI-generated short answers. Company entries (MyBusiness / Maps) can also be included in this, with the advantage for users that they save time. The disadvantage for website operators: there is no measurable interaction - even though their content was visible.
What you measure... and what you miss
The conventional metrics such as Clicks, sessions, dwell time or conversion rate fall short here. Because if the user gets the information directly in the Google search, there is no website visit. What is missing:
- Visibility in snippets or SBU boxes
- Engagement with SERP elements
- Indirect effects such as subsequent direct access or brand searches
Zero click is not zero impact. But the impact is harder to measure if you don't look specifically.
Indicators of impact despite Zero Click
1. impressions in the Google Search Console
Shows how often your content is displayed. Even without a click. High impressions with a low CTR are typical zero-click patterns.
2. increase in brand searches
Many users remember the sender of a good answer and later google the brand specifically. An increase in brand queries is a strong zero-click signal.
3. direct entries according to visibility
The user sees your snippet, thinks about it - and later comes directly to the page. A classic case of delayed but measurable impact.
4. engagement on downstream sites
Visits with a high scroll depth or quick target achievement indicate that the user already knew what to expect. Perhaps because they have already seen your content via a SERP feature.
5. social signals & backlinks
Snippets are shared, quoted, linked - without the reader ever having been to your website. Various Online marketing tools can help to uncover this.
What is measurable with Google Business Profiles (GBP)?
Google offers insights into the GBP dashboard and the Google Search Console:
Measurable:
- Calls via the profile (if initiated via mobile device)
- Route enquiries (e.g. "Start journey")
- Website clicks (only if the user clicks on the website link in the profile)
- Bookings, Appointments or Reservations - if an integrated third-party provider (e.g. Booking.com, OpenTable, Calendly etc.) is connected
- Calls of the profile in the Google search or in Maps (impressions)
- Actions after call (e.g. click on telephone number or "Call now")
❌ Not directly measurable:
- Whether a user actually booked or purchased has (except via integrated systems)
- Dwell time in profile
Whether a user based on the profile returns or converts (Attribution difficult)
New strategies for tracking
If you want to remain visible, you have to learn to capture impact indirectly. This means
- Track micro-conversionsScroll depth, button clicks, copy events
- Expand attributionZero-click effects do not take place on the last click
- Introduce SERP analysisWhere does your content appear? How often?
Is visibility without clicks any good at all? (incl. industry view)
This question is justified - especially for two areas: classic content pages and e-commerce.
For content pages visibility in snippets can still be valuable: it increases brand awareness, generates trust and often leads to later, direct access or social interactions. Earlier visibility pays off, especially if the user later searches for more in-depth information or offers.
In e-commerce the situation is more nuanced: if a product is compared directly via Google Shopping, product boxes or local listings, the likelihood of a click on a shop decreases. Nevertheless, visibility can help - for example through brand presence, positioning in niches, or if supplementary content (e.g. guides, product reviews) convinces the user to return in a targeted manner.
For local service providers - from hairdressers to tax consultants - high visibility in Google searches can also be helpful, even if no click is made. Opening hours, telephone numbers, ratings or route details are often transferred directly without the need to visit the website. It is important here that the data is up-to-date, complete and maintained in line with the brand (e.g. via Google Business Profile). Those who are visible locally are contacted more frequently - even without a website click.
Conclusion: Zero Click is not a data GAU
Yes, classic web analytics measures zero-click effects poorly. But there are ways to make visibility visible anyway. If you only look at clicks, you are ignoring half of reality.
Impact is also created in the shadows. And those who recognise it have an advantage over the competition.
