Navigating the Rise of Zero-Click Searches: Why Impressions Matter More Than Ever

Search is evolving at a pace we haven’t seen before. Increasingly, users are getting their answers without ever leaving the search results page. These so-called zero-click searches—once just featured snippets and knowledge panels—are now fueled by AI Overviews and AI Mode, which present detailed summaries directly on the SERP.

Between May 2024 and May 2025, the share of zero-click searches jumped from 56% to 69%. That means nearly seven in ten searches resolve without a click. For marketers, this shift feels like a threat to the traditional playbook. But it’s also an opportunity to rethink what visibility really means.

Visibility Before the Click

Clicks have always been the north star of digital performance. Yet in today’s environment, impressions carry new weight. Google’s own documentation confirms that impressions are still counted in AI Overviews and AI Mode when links are visible or expanded. That means your brand may be shaping perception and trust even when no one clicks through.

This aligns with larger buyer behavior shifts. Forrester predicts that by 2025, more than half of large B2B transactions will be processed through digital self-serve channels. In other words, visibility and familiarity—before a buyer ever clicks—are becoming central to how decisions get made.

From Impressions to Outcomes

The challenge is that impressions can look like a vanity metric if taken at face value. But with the right analytics, they become powerful leading indicators. By applying regression models, media mix modeling, and incrementality testing, impressions can be tied to downstream actions—even if the path is indirect.

For example, a surge in impressions for a product query might correlate with lift in branded search or direct visits weeks later. By blending impression data with site analytics, ad platform reach, and conversion events, marketers can uncover the hidden contribution of visibility.

Adapting the Measurement Mindset

What this means for marketing leaders is clear: success is no longer defined solely by click-through rates. The landscape demands a broader lens—one that values awareness, brand exposure, and indirect influence as much as direct response. Dashboards need to surface impression curves and SERP-feature share of voice alongside conversion metrics. Models need to account for visibility as part of the funnel, not a side note.

How Datacraft Helps

At Datacraft, we help businesses adapt to this reality. Our work spans analytics health checks, impression-led media mix modeling, and Power BI dashboards that connect visibility to outcomes. We believe impressions are not noise—they’re the frontline of brand presence in the AI-driven search era.

As zero-click searches continue to rise, the organizations that thrive will be the ones that measure what others miss.