Traffic
Metrics in Traffic
Definition, formula and correct use of every GSC and GA number.
GSC metrics describe appearance in Google; GA metrics describe the visit to the site. The differences are normal.
Search Console
- Clicks
- Clicks from Google Search to the site.
- Impressions
- Times a result was shown, even without a click.
- CTR
- Clicks ÷ impressions × 100.
- Average position (GSC)
- A weighted average of real impressions; it is not the rank tracker average.
Google Analytics · organic
- Organic sessions
- Visits classified as Organic Search.
- Users
- Approximately unique users for the period.
- New users
- Users without a previously recognized session according to GA.
- Returning users
- Recognized users who come back.
- Engaged sessions
- Sessions that met the GA4 engagement condition.
- Engagement rate
- Engaged sessions ÷ all sessions.
- Average engagement
- Average active time measured by GA.
- Key events / conversions
- Events marked as important in GA4.
- Devices
- The mobile/desktop/tablet split.
- Landing page
- The first URL in the session.
- AI assistant sessions
- GA sessions with a recognized AI referrer.
Comparisons
- A percentage change requires an equal previous period.
- A zero in the previous period can make the percentage inapplicable.
- Sum count metrics, but do not sum percentages and averages without a formula.
- Check the timezone and incomplete days.
Questions & answers
Why are clicks not equal to sessions?
Different systems, consent, referrers, multiple clicks, sessionization and delay.
Why does the GSC average position not match Rankings?
GSC uses real impressions from all queries; the tracker uses the selected core and standardized checks.
Does zero key events mean zero sales?
Only if GA4 is correctly configured to mark the sale as a key event.
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