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Industry reporting shows that roughly 51% of website activity is driven by automated systems rather than people. As a result, how performance is formed and interpreted is shifting upstream, well before a visitor ever reaches a website. That shift has real implications for how you read your reports, defend budgets, and decide what to double down on.
Today, businesses face a unique challenge: despite maintaining strong search engine rankings, website traffic is declining. This phenomenon is mainly due to the rise of AI-driven search engines, zero-click searches, and social media platforms that provide immediate answers directly on search results pages. To adapt, businesses must shift from traditional traffic metrics to measuring visibility, brand authority, and customer engagement across multiple touchpoints, including AI summaries and social feeds.
California’s Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA) set strict requirements for how businesses collect, use, disclose, and manage personal information from California residents. Designed to strengthen consumer data rights and transparency, these laws affect everything from website forms and CRM systems to advertising and analytics platforms. Understanding their impact helps organizations stay compliant while maintaining operational efficiency and customer trust.
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