5 Things MSPs Should Understand About Google’s AI Mode Tracking Update

In June 2025, Google introduced a quiet but impactful update: traffic from its AI Mode experience is now included in Search Console’s Web category. This move marks another major shift in how users interact with search—and how MSPs should interpret client performance data.

Here are five important developments MSPs must stay aware of.

1. AI Mode Traffic Is Now Merged with Web Search Data

AI Mode impressions, clicks, and click-through rates are no longer separate—they’re now grouped under traditional “Web” traffic in Search Console.

📌 What to Do:
MSPs should label reports moving forward to indicate when AI Mode data began influencing metrics. Consider adding visual callouts in dashboards or client summaries for clarity.

2. Traffic Fluctuations May Be Harder to Explain

Because AI Mode uses a different presentation model—surfacing direct answers, summaries, or links differently—it can skew traffic patterns unexpectedly.

📌 What to Do:
Monitor performance for unusual changes, especially in impressions and CTR. A spike or drop may no longer be tied to content quality alone—it could stem from how AI Mode renders the search result.

3. Content That Serves Direct Answers Has a New Advantage

AI-generated results draw heavily from sources that are clear, structured, and authoritative. Content that answers questions outright is more likely to be surfaced.

📌 What to Do:
Encourage clients to refresh key landing pages. Include headers, bullet points, FAQs, and concise language. Structured content boosts the chance of being included in AI-driven summaries.

4. The Lack of Filtering Makes Attribution Challenging

Currently, Search Console does not allow users to separate AI Mode traffic from standard search results. This creates a gap in data visibility.

📌 What to Do:
Be upfront with clients. If traffic increases, let them know that it may include AI-driven impressions—and that Google has not yet made it possible to separate the source. Transparent communication maintains trust.

5. MSPs Can Help Shape Future Search Reporting

Industry feedback has helped drive improvements in Google Search Console before. As the role of AI Mode grows, Google may eventually offer filters—especially if MSPs and agencies push for it.

📌 What to Do:
Submit feedback to Google. Engage in MSP communities and SEO forums to advocate for more visibility. You can also test analytics platforms that may offer more advanced segmentation to stay ahead.

✅ Recap: What MSPs Need to Adjust

Google’s AI Mode is more than a technical update—it’s a signal of how search is evolving. For MSPs managing client reporting, strategy, and visibility, understanding how this change reshapes traffic data is essential.

MSPs who educate their clients and adjust early will not only avoid confusion but stand out as trusted, forward-thinking partners.