Clicks, impressions, click-through rate and position, with every query and every page behind them, and the change against the period before.
Then the part Search Console can’t do: what happened to a page after you changed it.
LAST 28 DAYS
Total Clicks4,218 · +11%
Impressions186,904 · +6%
Avg CTR2.26% · +0.1pt
Avg Position14.8 · better by 1.2
vs previous period · 31 May to 27 Jun
THE DETAIL BEHIND IT
BrandNon-brand
1,704 clicks2,190 clicks
the two never quite reach the headline: Google withholds some queries
Total Clicks, Impressions, Avg CTR and Avg Position, each with the change against the comparison period. The comparison is named in full underneath, with its dates, so there’s never a percentage without a period attached to it.
Compare against what you choose
The previous period is the default: the same number of days immediately before. Year on year is the one to use when your demand has a shape to it, and a custom range is there for comparing against a specific campaign.
When the history isn’t there
If your history starts inside the comparison window, the card reads no comparison data rather than inventing a percentage. A banner above the report explains which part of the window has no data behind it.
A zero it can’t stand behind
When the window you picked has no data behind it, the cards read still syncing rather than zero. That’s a new account waiting for its first import, and it’s also an established one filtered to a country it gets no traffic from.
Four tabs over the same data at different grains, plus Impact Tracking. The thing worth knowing about the Queries and Pages and Page + Queries tabs is that their search queries the whole dataset rather than the rows on screen, so a term you can’t see is still findable.
Queries
Fifty at a time, the biggest by impressions, with a brand badge on the ones matching your brand list. The number columns re-sort the page you’re on. Hover a row to copy the query.
Pages
Open a row and you get that page’s clicks and impressions over time, plus an Ask Advisor button that takes the page to your strategist with the numbers already attached.
Page + Queries
The one to use when a page is moving and you want to know which queries moved it. Every page expands into its own query table, fetched when you open it.
The fix, one click away
Where an analyzer has found something on a page, the row carries a chip that opens the workspace filtered to that URL. The report and the fix are one click apart.
Traffic from people typing your name is not the same business as traffic from people who have never heard of you. Growth that is all brand means your marketing is working and your search presence isn’t, and the two cards here are how you tell them apart.
How it decides
Any query containing one of your brand keywords counts as brand. It’s a plain text match, so put your company name, your product names and the misspellings people actually type into the list.
Set it on day one
With nothing in that list, the brand card reads zero, and zero looks like a measurement. It isn’t. It means nothing has been told what your brand is. The button sits in the filter bar on this screen rather than in Settings.
Why the two don’t add up
The split reads a query-level table, and Google withholds the queries for a slice of traffic. So brand plus non-brand comes to less than the headline clicks. Adding the difference to one side would make the numbers tidy and wrong.
Every finding you mark as applied in a workspace turns up here with the search performance for that page, so the question "did any of that work" has an answer rather than an opinion.
The baseline
Taken at the moment you mark it applied and stored, so later edits can’t quietly move what you’re measuring against. Change the date and it re-baselines, which the dialog says while you’re doing it.
What you see
Three cards per page, each showing the last 28 days, the change against the baseline, and what the baseline was. A page changed more than once keeps one card with a timeline on it, and the comparison stays against the first change.
Track a page yourself
Marking a finding applied tracks the URL in the finding, which isn’t always the URL you changed. Fixed a cannibalization clash by rewriting the other page? Add that one by hand: the URL, what you changed, and the date.
It fills as you work
Nothing appears until you mark something applied or add a page yourself, so an empty tab on a new account is the expected state rather than a fault.
Date range, comparison, country, device and brand or non-brand, in one bar above the tabs. Any combination can be saved with a name, and one of them can be the default that loads with the screen.
A saved filter is relative
Save "non-brand, mobile, last 28 days" and it means the last 28 days every time you load it, not the 28 days that were current when you saved it.
The window ends where the data ends
Search Console runs two or three days behind, so the ranges here end at the newest day actually imported. That’s why a 28-day window can end four days ago and still be 28 days.
Everything else in Searchscope is a comparison against them.