Definition
In Google Search Console, an impression is counted when a link to your site appears in search results under Google's counting rules. For standard web results, a link can count when the results page containing it loads, even if the user does not scroll to it. Some result types, such as carousels, have different visibility rules.
Impressions do not count visits or unique searchers. One person can generate several impressions through repeated searches. A page being indexed does not by itself create an impression.
Why they matter
Impressions show how often your content has an opportunity to receive a search click. Read them alongside clicks, click-through rate and average position. More impressions with flat clicks can reflect broader visibility at lower positions, a new query mix or a less compelling result.
For example, 1,000 impressions and 50 clicks produce a 5% CTR. If impressions double while clicks stay the same, CTR falls even though traffic has not declined.
Where to see them
In Search Console's search performance report, enable impressions and inspect queries or pages. Keep search type, dates, country and device consistent when comparing results. Site totals and grouped rows can differ because aggregation rules and omitted query data affect the report.
Bing Webmaster Tools also reports impressions. Read each engine's metrics in context rather than assuming identical counting rules. Use date range comparisons to examine changes within a source.
Ask mowteng
mowteng can retrieve Search Console impressions grouped by query, page, country, device, date or search appearance. Ask for clicks alongside them to avoid confusing visibility with traffic.
Compare my pages' impressions and clicks over the last 28 days with the previous 28. Which pages gained impressions but lost CTR? Include average position for both periods.