The Insights report offers a simplified overview of key metrics and traffic changes across your site, helping you monitor important trends. The Insights report is being gradually introduced and may not be available to everyone.
Insights about your site’s performance in Google Search results
Use Insights to understand your data and make informed decisions about your content. You can adjust the time range of the data displayed in the report using the date range selector at the top. The report is based on performance metrics from Google’s Web Search results, and organized into the following cards:
- Clicks and impressions: How often your site was clicked by users and how many times it appeared in Search results during the selected period. Monitor how often your site appears in Search and how effectively your content leads to clicks.
- Your content: How your content (pages/URLs) performed in Search during the selected period, categorized as top, trending up, and trending down. See which pages resonate most with your audience and identify opportunities to grow or improve your content.
- Queries leading to your site: How different search terms (queries) that led to your site performed during the selected period, categorized as top, trending up, and trending down. See the exact search terms your audience uses to find your content and identify opportunities for new or improved content.
- Top countries: The location of users who clicked your site in Search results during the selected period. This helps you understand your primary geographic audiences and how to better serve them with tailored content.
- Additional traffic sources: Clicks your site received from sources other than Google's Web Search results. This could include Image search, Video search, News search, and Discover. These are distinct from your Google Web Search results. Learn how users are finding your content beyond traditional web search and how to optimize for these diverse platforms.
Understanding trending up and trending down
For insights about Your content and Queries leading to your site, “trending up” indicates items that have seen an increase in clicks compared to the previous period, while "trending down" indicates a decrease. The order of trending items is based on an increase or decrease in the number of clicks, not the percentage change.
Further exploring the data
Throughout Insights, you'll see lists of key items like your top-performing content, search queries driving traffic, top countries visitors are coming from, and additional traffic sources. To see more examples for your top-performing content and queries, click View more. This will expand the list to show up to 20 items.
To explore performance data in more detail, you can click any list item (like a top-performing page or country) to go directly to the Performance report, filtered to that specific item and the same time range of the Insights report. For even more pages or queries beyond the expanded list, click the link at the bottom of the Your content or Queries leading to your site sections.
From the Performance report, you can further analyze trends, compare metrics over different time periods, adjust your filters, and gain a deeper understanding of your site’s performance metrics.
We hope this functionality helps you move from the simplified overview in Insights to the more granular data in the Performance report.
