By Matt G. Southern
Publication Date: 2026-06-10 14:26:00
For every 1,000 U.S. Google searches, 232 clicks reach what SparkToro calls the open web, according to new data drawn from Similarweb’s clickstream panel.
The report, published by SparkToro co-founder Rand Fishkin, found 68% of U.S. searches ended without any click from January through April. Its 2024 report, based on Datos data, separately reported 360 open-web clicks per 1,000 U.S. Google searches.
What The Numbers Show
Data shows post-search behavior going three ways:
- 39% of searches end with no further action.
- 29% lead to a new query in Google’s search bar.
- 32% produce a click.
Of those clicks, 66% lead searchers to pages on the open web, while 27% go to Alphabet-owned properties and Google surfaces, including YouTube, Maps, and AI Mode. The remaining 6% goes to paid ads.
Compared with 2024 data, the share of searches that produced at least one click fell from 41% to 32%. The 9.51-point drop represents a 22% decline, the largest change among the metrics tracked. Searches…
