WEBVTT

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What is the difference between an impression and a click?

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A result can be counted in Search Console without someone clicking it.

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Read the three measures together.
6 search-report checks.

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Impressions count appearances
Search Console applies impression rules to the result being measured.
Search appearance · Result type · Impression rules

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Clicks record a selected result
A counted click generally takes the visitor out to the linked page.
Selected result · Destination page · Recorded click

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CTR compares clicks and views
Click-through rate is clicks divided by impressions, expressed as a percentage.
Click count · Impression count · Percentage result

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Use a simple example
If 20 clicks come from 1,000 impressions, the CTR is 2%.
20 clicks · 1,000 impressions · 2% CTR

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Match the report filters
Use the same dates, search type and other filters for the comparison.
Same date range · Same search type · Same filters

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Check what happens afterwards
Search clicks alone do not show whether a visitor made an enquiry.
Landing page · Useful visitor task · Business outcome

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Your checklist
Impressions count appearances · Clicks record a selected result · CTR compares clicks and views · Use a simple example · Match the report filters · Check what happens afterwards

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Use the same report scope when comparing the numbers.
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