Zero-click discovery occurs when someone gets what they need on the results page without visiting a site. Visibility may occur without a visit in analytics.
The demo sends visitor dots down two paths: stopping at the answer or opening a source. The desirable path depends on the question and goal.
Fewer clicks alone do not prove that brand impact disappeared. Track visibility, brand demand, and the quality of visits separately.
When to use
Use it when interpreting a gap between AI search visibility and site sessions.