Performance in Google Search Console: Analyse and Take Action

Performance in Google Search Console is primarily tracked via the Performance report, which connects visibility, traffic, attractiveness and SERP presence. Sometimes, an insight leads you right to it. This article takes an advanced look at how to interpret that report, common pitfalls to avoid, and practical methods you can apply straight away. For a broader overview of the tool, read our main guide to Google Search Console.

Tracking Performance in Google Search Console: Analysing and Steering Your SEO Results

What the Performance Report Measures and When to Use It

The Performance report in Search Console reveals what is happening in Google Search results: it aggregates clicks, impressions, click-through rate (CTR) and average position, all broken down by query, page, country, device and search appearance. Use it to:

• identify editorial opportunities;
• analyse traffic and visibility changes;
• prioritise high-impact optimisations;
• track trends and seasonality.

As more searches result in an answer without a click, performance cannot be reduced to traffic generation alone: visibility (impressions) takes on strategic importance, particularly for measuring your presence on high-volume queries.

Where to Find the Report in Google Console and Configure It Correctly

In the Search Console menu, open Performance then Search results. Before analysing, choose a relevant date range, enable the useful metrics, then apply an initial level of segmentation by country and device to avoid bias.

Accessing Search Console: Prerequisites and Quick Checks

Sign in at search.google.com/search-console and verify:

• the selected property (domain, subdomain or URL);
• your access permissions;
• consistency between your site version and the property being tracked.

Creating and Validating a Property: Domain or URL Prefix?

Add a property by choosing:

• Domain: site-wide tracking (all protocols and subdomains);
• URL prefix: targeted tracking for a folder or variant.

Verification is done via HTML file, tag or Analytics association. Once the property is active, wait a few days before interpreting the initial data.

Interpreting Metrics Without Analytical Bias

Clicks, Impressions, CTR and Average Position: Definitions and Uses

Each metric tells part of the story:

• Clicks: visits from Google Search;
• Impressions: displays of a URL in the SERP;
• CTR: clicks divided by impressions, sensitive to intent and page context;
• Average position: impression-weighted ranking, best read as a general trend.

Bear in mind that positions 1 to 3 capture most clicks, whilst ranking beyond the first page sharply reduces CTR (detailed data in our SEO statistics).

What Average Position Can Hide: Location, Personalisation and Result Types

Average position aggregates different realities: depending on country, device or query diversity, the same page can rank at the top of the SERP for certain segments and much lower for others. Without segmentation, you risk missing pockets of exploitable performance. The arrival of AI overviews in SERPs also affects expected CTR, which requires careful reading of each query's context.

Understanding Data Gaps: Chart, Table and Update Delays

Two points to monitor:

• Totals in the chart and the detailed table can differ (aggregation effects);
• Data is not real-time: always wait a few days before analysing changes.

To distinguish a loss of visibility from a drop in attractiveness, systematically check position and CTR when traffic changes.

Segmenting to Isolate Growth Levers

Dimensions to Cross: Queries, Pages, Countries, Devices and Search Appearance

Working by segment is the most effective lever. Cross queries, pages, countries, devices and search appearance to transform a 'site average' into concrete diagnostics: for example, a page losing ground on mobile in France, or a query generating impressions but not converting.

Filters and Comparisons: Periods, Branded vs Non-Branded, Geographic Areas

Compare your results by period (month-on-month, year-on-year), filter branded vs non-branded, and segment by geographic areas. This approach highlights genuine performance changes without being misled by seasonality or branded traffic compensating for a loss on generic terms. Note: approximately 46% of searches have local intent, hence the importance of geographic analysis.

Regular Expressions: Useful Use Cases and Common Mistakes

Regex filters allow you to track query families ('price', 'reviews', 'best', etc.) or segment pages by URL pattern. Always test your filters over a short period to limit scope errors.

Transforming Data Into Measurable SEO Actions

Spotting High-Potential Pages: High Impressions and Low CTR

Pages generating many impressions but few clicks signal untapped potential. Analyse CTR at comparable positions, check device impact and the potential presence of SERP features, then work on the title, description and alignment with user intent. Our SEO statistics show the positive impact of improved wording on CTR.

Identifying Quick Wins: Queries in Positions 8–20 With Clear Intent

Queries ranking between positions 8 and 20 often offer quick wins. Filter these segments, verify page relevance, then enrich or structure it further to target the top of the first page, where exposure gains are greatest.

Diagnosing a Drop: Lost Queries, Cannibalisation and Seasonality

When facing a drop, check:

• whether demand has decreased (impressions down, position stable);
• whether visibility has fallen (position down on a specific segment);
• whether multiple pages are sharing a query (cannibalisation).

For cannibalisation, filter the query and check whether several URLs capture impressions: if so, clarify the target URL and adjust internal linking.

Prioritising With an Impact Logic: Traffic, Conversion and Effort

Prioritise your actions according to:

• traffic potential (impressions, position);
• business impact (conversion, page value);
• required effort (simple tweak vs major overhaul).

This prevents spending too much time on structurally capped pages and uses Search Console as a steering tool.

Analysing by Search Type

Web: Managing the Core of Organic Traffic

The 'Web' search type remains central. It is advisable to segment mobile/desktop and isolate commercial-intent queries from informational queries: their dynamics and CTR are different. A rise in impressions without click progression can indicate a brand awareness gain, to be measured over the long term.

Discover and News: Interpreting Volatility and Securing Gains

Discover and News reports are more volatile: freshness, topicality and immediate content performance play a key role. Identify formats that work, interpret drops as normal cycles and regularly update your reference pages.

Combining Data With Google Analytics to Measure ROI

Aligning Clicks and Sessions: Scope and Methodology Differences

A click in Search Console does not always equal a session in Analytics: consent refusal, redirects or measurement differences explain the gaps. Use Search Console to manage visibility and Google Analytics to measure business contribution after the click.

Setting Up Business-Oriented Tracking: Landing Pages, Leads and Revenue

To connect SEO and ROI, start from landing pages from organic traffic and verify their contribution to objectives: engagement, conversion, alignment between query and page promise. This way, you identify pages with strong conversion potential or those lacking visibility, to guide your efforts.

Automating Reporting and Industrialising Analysis With Incremys

Centralising Search Console and Analytics via API for a 360° View

For high-volume sites or complex segmentation, centralising reporting avoids dispersion. Incremys offers a 360° SEO SaaS solution that integrates Google Search Console and Analytics via API: you access unified dashboards and modules such as Performance reporting or the SEO 360 Audit to connect technical signals with ranking results. To explore the complete ecosystem, also consult the Incremys 360° SEO SaaS platform.

Structuring an Editorial Action Plan: Briefs, Planning and Progress Tracking

To exploit detected signals, Incremys offers modules such as Opportunity analysis and Editorial planning to prioritise content to optimise and track their progress over time, without repetitive manipulation.

Frequently Asked Questions About the Performance Report

Why Do the Numbers Differ Between Search Console and Analytics?

The tools do not measure the same moment in the journey: Search Console stops at the SERP interaction, Analytics measures on-site activity. Methodology differences explain the observed gaps: ideally, use each tool according to its scope.

How Long Does It Take to Observe the Effect of an Optimisation?

It depends on the nature of the optimisation, crawl frequency and competition. Favour analysis windows of a few weeks, segment by query or page, and avoid interpreting changes too quickly.

Which Comparisons to Use to Validate Impact: Before/After, Year-on-Year, Week-on-Week?

Three approaches are complementary:

• Before/after: to measure direct effect, with consistent scope;
• Year-on-year: to neutralise seasonality;
• Week-on-week: for operational monitoring, accepting some volatility.

Always check whether the change is due to a shift in positions, CTR or impression volume. To explore further analyses around SEO, GEO or digital marketing, visit the Incremys blog.

Further reading

Explore the other sections of our Google Search Console guide:

• Google Search Console
• impressions
• average position
• Insights
• indexing
• 404 errors
• Search Console and Google Analytics
• API