Study: AI Search Activity Is Nearly Invisible in Google Ads Reports

A study published on November 9, 2026, found that AI search activity is almost invisible in Google Ads search terms reports. Although Google says query volumes in AI Mode are substantial, advertisers still find it difficult to accurately track traffic from AI searches using existing reports and attribute conversions to this source.

The key finding concerns reporting visibility: advertisers may see some ad performance, but have difficulty identifying which traffic or conversions are related to AI search. As a result, businesses may have blind spots when evaluating AI search ad performance based solely on existing search terms reports.

For foreign trade and cross-border e-commerce businesses that rely on Google Ads for customer acquisition, this limitation may first affect search term analysis and ad optimization. Since it is difficult to distinguish the results generated by AI search, advertisers need to consider the coverage of existing reports when assessing the contribution of different search activities and adjusting campaign priorities.

The study points to difficulties with tracking and attribution; it does not support conclusions about the actual performance of AI search ads. It remains to be seen whether Google will update the relevant reports and whether advertisers will gain clearer information about AI search traffic and conversions.