Google Gives Sites AI Search Opt-Out, But Not The Data To Use It

Some websites can now opt out of Google’s AI search features without losing their place in standard search results. The UK’s Competition and Markets Authority imposed a conduct requirement this week, and Google began testing its own Search Console toggle the same day.

The real question is whether there’s enough information to make a decision. Google’s new AI performance reports in Search Console show impressions but not clicks. The CMA’s interpretive notes, published alongside the conduct requirement, say Google should also provide click-throughs, click-through rates, and data separated from organic search. That data isn’t in the reports yet.

How We Got Here

The CMA designated Google as having strategic market status in the UK search in October. In January, it opened a consultation on conduct requirements. That same day, Google said it was “exploring updates” to let sites opt out of Search generative AI features. By March, Google’s response to the consultation had…