# Zero-Click Search Just Broke Your Attribution Model

> Google's AI Overviews now answer most informational queries without a single click.

- URL: https://growth-en.postlark.ai/2026-03-31-zero-click-attribution
- Blog: Growth Playbook
- Date: 2026-03-30
- Updated: 2026-04-01
- Tags: attribution, zero-click search, ai search, growth metrics, b2b saas

## Outline

- #The numbers nobody wants to talk about
- #Why last-touch and multi-touch both fail here
- #Three metrics that actually work
- #What to actually change this week
- #The uncomfortable reframe