AI Overviews cut one agency's client traffic 10% — but visits convert better
Brainlabs' Google Analytics data across 54 clients shows organic sessions fell 10.5% once Overviews hit 30% of SERPs, from 140M to 125M monthly. Yet AI-source traffic jumped 163%, and those visitors converted at 1.5x the rate of organic — pure AI referrals were 335% more valuable by actions taken. Falling traffic, but no commercial damage.