In a zero-click world, traffic is a terrible goal

60% of marketers say their top goal for the next 12 months is “increasing traffic.” And 59% say their primary KPI is… also traffic. To all those folks, I say: you’re about to have a terrible, horrible, no-good year. The Internet is sending less traffic. Period. That’s a provable fact, and it’s true for every source of referral traffic — Google, Facebook, LinkedIn, Reddit, YouTube, Instagram, the AI tools — every one is going to refer out less traffic this year than last year.