Google Analytics 4 (GA4) became mandatory on July 1, 2023, when standard Universal Analytics properties stopped processing new data. Less than a year later, on May 14, 2024, Google began rolling out AI Overviews to U.S. users. The timing matters: The industry lost a clean, comparable measurement baseline just as search traffic patterns started to shift. So, over the past 12 months, who gained website traffic in the U.S., and who lost it? The Semrush Traffic Analytics tool tracks the most visited websites in the U.S. and updates the list monthly, making it one of the few sources that can answer that question with real numbers rather than…
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