We live in a world in which AI is increasingly providing the answers. And that before you even see a website. Google AI Overviews, ChatGPT, Perplexity or Microsoft Copilot as well as the newly rolled out Google AI Mode provide information directly in the interface. And that changes everything. Especially for web analytics.
Until now, the rule was: someone clicks on a link and bang: we know where it came from, what it did and whether it converted. But this works less and less often. The Customer Journey becomes more invisible. Traditional tracking is reaching its limits. Time to scrutinise the system.
A look back: What web analytics has achieved so far
Traditionally, web analytics was used for this purpose:
- Measure traffic sources (organic, paid, direct, referral)
- Understand user behaviour on the website
- Optimise the conversion funnel
- Evaluate marketing measures based on data
Tools such as Google Analytics, Matomo and Alternatives like Trackboxx were (AND ARE) still the relevant standard solution. They provided many metrics: Session duration, bounce rates, channels, click paths, referrer URLs.
But all of this is based on a simple principle: A user clicks on your website. But what if he no longer does that?
> More on zero-click searches (due to AI) and the future of visibility for brands
Causes: Why classic tracking data is disappearing
The changes are not sudden. Google has developed its search results over the years:
- Featured Snippets
- Knowledge Panels
- People Also Ask boxes
It all started with the fact that information already in the SERPs were displayed. The click-through rate was already falling long before the AI revolution.
Now, however, AI is dramatically accelerating this development:
- AI Overviews (Google Gemini) provide direct answers in the search field.
- ChatGPT recommends products without you ever seeing a search result.
- Perplexity explains topics including sources, but without the need to click.
The result:
- There are no classic referrer more.
- Users see your content, but you don't realise it.
In concrete terms, this means
- No visible traffic in Analytics
- No web session, no UTM, no cookie
- Conversions take place - but (often) without a recognisable source
Where data is still being created (and becoming more important)
Fortunately, all is not lost. There are still relevant touchpoints. They are just shifting.
Website accesses continue to arise…
- ... when a user finally decides in favour of a product or service provider.
- ... for specific actions: Book, buy, get in touch.
- ... about Newsletter, social media, direct access.
- ... for specific tools or logins.
This data not only remains measurable, but also becomes more valuable:
- Direct access: Who visits us out of habit or bookmark?
- Brand SearchesIs our brand consciously searched for?
- High intent conversions: who comes and acts?
Information process beforehand increasingly takes place in AI interfaces
This means that many users ask their questions directly in ChatGPT or Google AI Moderead recommendations, compare products or services - and without ever accessing a website.
The guide article is no longer the start of the journey. It is:
- either part of an AI response
- or secondary, if someone wants to go deeper (e.g. via a link in the AI response).
Modern user journey:
- Question in ChatGPT: "How do I store sensitive data securely?"
- AI gives a recommendation, incl. provider
- Decision in favour of provider X
- Click on Website > to the booking or to the tool
➡️ The website is No longer a place of discoverybut a place of transaction or verification
What this means for web analytics:
- Fewer sessions, but with higher intention
- Visibility is created before the click
- Classic funnel logic breaks down
Short: ➡️ Less data. But more relevant.
New requirements for tracking tools
A modern analytics tool, or in other words: a web analytics infrastructure must be able to do more than just measure page views. Rather, the new, fragmented, AI-mediated reality be mapped.
What a tracking tool should do today:
- Measurement of Brand Impact (e.g. direct access after AI naming)
- Integration of alternative sources (e.g. ChatGPT, Copilot, Perplexity)
- Counting actions beyond page views (e.g. file downloads, scroll depth, tool utilisation)
- Data protection compliance without cookies (server-side tracking, cookie-free)
- Visibility metrics for AI platforms (Prompt Visibility, Citation Frequency)
Technical options for implementation:
- UTM personalisation via link suggestions in AI responses
- RAG analyses (Retrieval Augmented Generation Feeds)
- API interfaces to tools such as seo.ai or Perplexity
- Tracking via shortlinks with recognition (Bitly, Tally etc.)
What does this mean for classic SEO tools such as Sistrix & Co.
Tools such as Sistrix, XOVI, Semrush or Ahrefs are at a turning point. Your focus has long been on rankings, SERP features, keywords and backlink profiles. All useful data - but in a world where people click less, their utility is changing.
What remains relevant:
- Technical SEO audits (page speed, errors, structure)
- Visibility index as a long-term KPI
- Keyword monitoring (especially for classic Google hits)
- Backlink analyses for authority evaluation
What is changing:
- Keyword data no longer shows the "true" traffic value (due to zero-click)
- Less SERP visibility does not mean less AI visibility
- Tools need to introduce new KPIs: AI citationsAI overview listings, prompt compatibility
Initial developments:
- Semrush is experimenting with Gemini tracking.
- seo.ai measures AI Visibility Scores.
- Ahrefs analyses Passage Ranking & Entity Recognition.
? These tools remain valuable, but publishers must learn to interpret their data correctly. Visibility in Gemini is not position 1 on Google. And a quote in ChatGPT today can bring more reach than a top ranking with 0 clicks.
Tracking tool = view of your websiteIt measures what happens when users are on your site: Where they come from, what they do, how long they stay - and whether they convert.
SEO tool = look at the environment of your websiteIt analyses how visible you are outside: rankings, keywords, competition, backlinks, technical performance.
In short: Tracking tools look in. SEO tools look out. Both together will show you where you stand - and how you can improve.
The new purpose of content & the role of touchpoints
Content marketing is not dead. But it serves new goals.
Formerly:
- Content = Visibility on Google
- Goal: Traffic through keywords
Future:
- Content = Trust & relevance for AI systems
- Goal: To be cited, recommended or saved
New tasks for content:
- Create trust to be mentioned in ChatGPT
- Provide information that Gemini & Co. use in AI Overviews
- Pick up user, before they even search (Social, Newsletter)
Pure how-to articles with an SEO focus are losing value. But product-related content, experience reports, opinion articles, visual formats, podcasts and the like are gaining.
Therefore, the following applies:
- Social media is gaining in importance (e.g. visibility on LinkedIn or TikTok).
- Newsletters are a direct channel to existing prospects.
- Content must do not serve more search volumebut convey an attitude and without search volume.
- Alternative formats such as videos become still clicked via classic searchesas AI is not yet able to depict them in this way.
Whoever is named in an AI has often previously convinced through content, brand and utility value.
> More on Content 2.0 and the reorganisation of content
Conclusion: Less visibility does not mean less impact
The digital game is changing. There are fewer clicks - but not less user contact. Visibility is moving from the website to the AI. This is a problem for old metrics. But also a huge opportunity.
? Metrics are changing.
? Tools need to evolve.
? Content needs new tasks.
Web analytics is alive. But differently.
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