Performance metrics in Google Search Console

Clicks, impressions, click-through rate, and average position answer different questions. A site-wide average can move because the mix of queries changed, even if an important page's rankings did not. Compare a consistent date range and drill down by page, query, country, and device before choosing an action.

Where to start

1. Start with the pages and queries connected to your business, rather than treating every impression as equally valuable.
2. Separate fewer impressions from a lower click-through rate; those changes can call for different work.
3. Look at query-level context before using average position as evidence that an entire site gained or lost rankings.

Choose the status or metric you’re seeing