How do I measure whether my content works now that AI answers and zero-click feeds eat the traffic?

Click-based attribution is broken: 60% of Google searches end without a click and AI assistants answer questions without sending traffic. Measure influence instead: branded search volume, mentions and share of voice inside ChatGPT/Perplexity/AI Overviews (trackable with tools like Otterly or Profound), AI referral traffic, and in-feed engagement. Rand Fishkin's advice holds, stop chasing per-conversion attribution and watch aggregate brand signals move.

A quick orientation. The real value is below: resources worth your time, from people who've actually done it.