The Website Paradox in the age of Zero-Click Search
Web traffic topped the KPI list — but it may be telling the smallest story.
As AI answers questions without sending users to websites, traffic alone no longer reflects impact. Yet websites still matter as the fuel for AI discovery.
In 2026, DMOs must rethink what success looks like — and how they measure it.
Download the whitepaper to understand the website’s new role.
Top KPIs cited for 2025
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