B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
61%
61% -- click through rate reduction for Google search queries with AI Overviews active (2024)
Click-through rates decreased by up to 61% for Google search queries where AI Overviews were active.
- Reported as an upper bound ('up to 61%')
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
61%
Unit
Percentage
Data Vintage
2024
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forbes
Primary
Tier C
https://fireflyweblabs.com/research/great-click-collapse/ ↗
Source Article
The Great Click Collapse
The Great Click Collapse
Visibility and traffic have been separating for years. In 2024 and 2025, the gap became structural. Here is what the data shows — and what it means for every business that still measures success in sessions.
For twenty years, visibility meant traffic.
Today, visibility incre…
Original Research
Forbes
· Original study ↗
Methodology
Reported as upper bound ('up to 61%'); cross-vertical analysis across commercial and informational verticals
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Google search queries with AI Overviews active: 61% click through rate reduction. Source: Forbes (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ai-overviews-ctr-reduction-61-forbes
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ai-overviews-ctr-reduction-61-forbes" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>61%</strong> -- click through rate reduction for Google search queries with AI Overviews active<br><small>Source: Forbes (2024) · <a href="https://lighthousedata.io/data/ai-overviews-ctr-reduction-61-forbes" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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