Is your analytics dashboard telling a scary story? Traffic down? Shorter sessions? Conversions getting harder to trace? Your audience didn’t disappear. Your visibility did.

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Between cookie consent, zero-click search results, and AI-generated answers, large portions of real engagement are now happening outside the data you can easily track. Analytics can underreport site activity by 20–50%, even when demand hasn’t changed at all.

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This deck explains what's happening. Inside it, you'll learn:

• How zero-click and AI summaries change browsing patterns

• What's actually happening to your web traffic

• Why fewer clicks isn’t necessarily bad

• What DOES matter now in terms of data and engagement

• How modern teams are adapting