Glossary
What are impressions in Google Search Console?
In Google Search Console, an impression is counted each time a link to your site appears in search results a user saw, even without scrolling to it in some layouts or clicking it. Impressions show visibility; clicks show traffic. Rising impressions with flat clicks often means low positions, weak snippets or AI answers.
How they're counted
Google counts an impression when a result linking to your site appears on a results page the user loads. Rules vary by feature: for some carousels and expandable elements, the result must be scrolled into view or expanded. Search Console documents the details.
Reading impressions with other metrics
| Pattern | Likely meaning |
|---|---|
| Impressions up, clicks up | Growing visibility |
| Impressions up, clicks flat | Low positions or SERP features taking clicks |
| Impressions down | Lost rankings, seasonality or demand drop |
| Impressions steady, CTR down | AI Overviews or new SERP features |
For new pages
Impressions are the first sign a new page is indexed and being tested for queries. A new section going from zero to thousands of impressions at low positions is normal before clicks follow.
Example
In the 90 days to November 2026, our site had 3.37K impressions and 34 clicks. Most impressions came from directory brand queries at positions 5 to 20, the pages that later got profiles of their own.
FAQ
Why do I have impressions but no clicks?
Low positions, unhelpful snippets, or answers shown directly on the results page.
Do impressions include AI Overviews?
Yes, links in AI Overviews count as impressions in web search.
Are impressions the same in Bing?
Bing Webmaster Tools reports its own impressions with similar logic.
Sources
- Google Search Console Help: What are impressions, position and clicks
- Google Search Console Help: Performance report