What share of Google searches deliver clicks to the open Web (organic results that aren't paid ads or that aren't owned by Google)? Does that proportion vary by region?
To find out, SparkToro analyzed Datos 2024 clickstream panel data from the United States and Europe (see the full research methodology and limitations here).
The researchers found that out of every 1,000 US Google searches, only 360 lead to clicks to the open Web, on average.
Some 58.5% of the US Google searches analyzed did not lead to a click, and 41.5% led to a click. Among searches that led to a click, 70.5% led to open Web (unpaid, organic) results, 28.5% to Google-owned properties, such as YouTube, and 1% to paid results.
The researchers found that out of every 1,000 European Google searches, 374 lead to clicks to the open Web, on average.
Some 59.7% of the European Google searches analyzed did not lead to a click, and 40.3% led to a click. Among searches that led to a click, 74.6% led to open Web results, 24% to Google-owned properties, and 1.4% to paid results.
The researchers found that over time a steadily smaller share of Google desktop searches has been leading out to the open Web in both the US and Europe.
The researchers also found that the share of Google desktop searches leading to Google properties has increased over time in the United States.
About the research: The report was based on SparkToro's analysis of Datos clickstream panel data from the United States and Europe.
