Of those 1,000 US Google searches, 232 clicks reach what SparkToro calls the open web, according to new data from Similarweb’s click panel.
The report, published by SparkToro founder Rand Fishkin, found 68% of US searches ended without a click anywhere from January to April. Its 2024 report, based on Datos data, separately reported 360 open web clicks for every 1,000 US Google searches.
What the Numbers Show
The data shows post-search behavior goes in three directions:
- 39% of searches end without further action.
- 29% lead to a new query in the Google search bar.
- 32% generate clicks.
Of those clicks, 66% lead searchers to pages on the open web, while 27% go to Alphabetical and Google-owned sites, including YouTube, Maps, and AI Mode. The remaining 6% goes to paid advertisements.
Compared to 2024 data, the share of searches that generated at least one click dropped from 41% to 32%. A decrease of 9.51 points represents a decrease of 22%, the largest change among the metrics tracked. Searches leading to other searches increased by 7 points in the same period.
Fishkin says the acceleration was largely driven by AI Overview, citing Ahrefs data on the decrease in clicks. That data puts AI Overview in over 20% of searches, with a click-through rate nearly 60% lower when it comes up.
The guidance is similar to other sources. Separate traffic tracker Ahrefs recorded an 8-point drop in Google’s share of traffic to those sites between June 2025 and May 2026.
Paid Clicks Take a Bigger Share
Paid share of all clicks increased from 1% in 2024 data to 6% in 2026.
Fishkin cautions against reading too much into the leap. The 2024 panel from Datos had a higher-than-average share of users using ad blockers, which hid or minimized search ads. The actual figure paid for 2024 was probably higher, making the increase look steeper than it actually was.
How This Matches Google’s Statements
Google has spent the last year arguing that AI features are not eliminating useful traffic from websites. VP of Search Liz Reid said click volume is “relatively stable” and that AI Overview often eliminates “bounce clicks,” visits where users catch the truth and leave. Google has yet to publish data to support either claim.
SparkToro data tracks clicks for each search. Reid’s statements pertain to the absolute click rate, which would hold if query growth offsets the falling click rate. The panel data shows the rate of each search falling. Whether the total volume is stable only Google can confirm, and it is still uncertain.
About the data
Analysis uses Similarweb’s US desktop and mobile panels (January-April). SparkToro weighs the results as two-thirds of mobile desktop, one-third. Fishkin says app click-through behavior is likely higher than browsers, but Google’s mobile app search isn’t included
The 2016 and 2019 figures came from the now defunct Jumpshot panel, the 2024 figures from Datos, and the 2026 figures from Similaweb. Fishkin calls the year’s chart “a bit of apples and oranges.”
To be clear, SparkToro sells audience research software, and Fishkin publishes a book about zero clicks with author Amanda Natividad.
Why This Matters
This report is a sign that traffic forecasts built on outdated click-through rates need to be revised, and the 232-per-1,000 figure gives you a realistic number of those conversations.
Fishkin writes that SEO is more important than ever, “it just won’t get you traffic like it once did.” Instead he points to categories that still benefit from SEO, such as keyword searches, local businesses, and high-target trade queries, which Cyrus Shepard offers analysis.
Looking Forward
The AI mode is a variable worth watching. It accounted for 0.34% of searches in this dataset, but Google says usage has surpassed 1 billion monthly users, and queries more than doubled each quarter.
SparkToro will publish zero click statistics for Europe, UK, and Canada in the coming days. He plans to repeat the evaluation in 6 to 12 months.
Featured Image: 78 picture/Shutterstock
