News Summary

• With zero-click searches on the rise, CMOs should reassess GA4 data and shift how they approach attribution and audience insights.
• “Measurement Queen” Katie Delahaye Paine, a pioneer with over 30 years of experience in communications research and measurement, now feels like she is flying blind.
• Direct traffic to her site was up 126% YoY, while referral traffic was down 90%, organic social traffic wasDown 33% and organic search traffic wasdown 28%.
• This means that more than six out of seven users are now arriving on Paine’s site without a traceable referrer.