Search Impressions, Clicks and CTR Explained with a Simple Example
What is the difference between an impression and a click? A result can be counted in Search Console without someone clicking it.
1:47 · No narration: the video shows each step as text on screen, and every step is written out below, with buttons that jump the video to it.
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The six points in the video
This is a silent video. The headings, explanations and labels below reproduce the information on screen.
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Step 1: Impressions count appearances
Search Console applies impression rules to the result being measured.
On-screen labels: Search appearance; Result type; Impression rules.
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Step 2: Clicks record a selected result
A counted click generally takes the visitor out to the linked page.
On-screen labels: Selected result; Destination page; Recorded click.
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Step 3: CTR compares clicks and views
Click-through rate is clicks divided by impressions, expressed as a percentage.
On-screen labels: Click count; Impression count; Percentage result.
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Step 4: Use a simple example
If 20 clicks come from 1,000 impressions, the CTR is 2%.
On-screen labels: 20 clicks; 1,000 impressions; 2% CTR.
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Step 5: Match the report filters
Use the same dates, search type and other filters for the comparison.
On-screen labels: Same date range; Same search type; Same filters.
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Step 6: Check what happens afterwards
Search clicks alone do not show whether a visitor made an enquiry.
On-screen labels: Landing page; Useful visitor task; Business outcome.
A practical check for your business
Compare the measures over a relevant period using the same report context. An impression, a click and the resulting ratio describe different parts of search activity and do not by themselves prove a sale.
Sources and further detail
See it in a diagram
Read the diagram as text
- 20 clicks: The counted result selections
- 1,000 impressions: The counted search appearances
- 2% CTR: 20 ÷ 1,000 = 0.02 = 2%
Compare the same reporting scope. Keep dates, search type and report filters consistent.
Search clicks alone do not prove that a customer completed an enquiry.
Diagram by Jersey Web. Open full size · Source and further detail (opens in a new tab)
Common questions
What is the difference between an impression and a click?
A result can be counted in Search Console without someone clicking it. Use the same report scope when comparing the numbers.
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