Finding 11
Four days carried a quarter of 28 days of impressions, at the lowest click rates in the window
Impressions rose 52 percent from the first half of a 28-day window to the second and clicks 40 percent, so the combined click rate fell from 0.493 to 0.452 percent. The half-window comparison hides a concentrated pattern: four high-impression days had the lowest daily click rates.
In plain terms
Over 28 days, our largest site was shown 2,055,560 times in Google Search. A quarter of those came on four days, 5 to 8 September 2026. On those days about 36 in every 10,000 showings got a click, against about 51 on the other 24 days.
- Published
- Window
- 28 days, 2026-08-13 to 2026-09-09
- Sample
- 28 daily totals for one property, 2,055,560 impressions producing 9,629 clicks
- Instrument
- Google Search Console's daily totals for one site over 28 days, compared by half, by week and by day.
Impressions rose 52 percent from the first half of this window to the second, clicks rose 40 percent, and the combined click rate fell from 0.493 percent to 0.452 percent. The second half had 426,660 more impressions and 1,599 more clicks than the first, a ratio of 0.375 percent. That ratio compares two changes against the first half; it is not the click rate of any group of impressions, because which impressions were the extra ones cannot be identified.
The daily chart shows where the fall in the combined click rate is concentrated.
The two halves
| Half | Impressions | Clicks | Click rate | Average position |
|---|---|---|---|---|
| 13 to 26 August | 814,450 | 4,015 | 0.493% | 7.76 |
| 27 August to 9 September | 1,241,110 | 5,614 | 0.452% | 7.74 |
Each half holds every weekday twice.
The four weeks
| Week, Thursday to Wednesday | Impressions | Clicks | Click rate | Average position |
|---|---|---|---|---|
| 13 to 19 August | 390,896 | 1,752 | 0.448% | 7.75 |
| 20 to 26 August | 423,554 | 2,263 | 0.534% | 7.77 |
| 27 August to 2 September | 478,710 | 2,555 | 0.534% | 7.82 |
| 3 to 9 September | 762,400 | 3,059 | 0.401% | 7.68 |
Impressions rose every week. The click rate rose from 0.448 percent in the first week to about 0.534 percent in the second and stayed at about that in the third; the last week carried 762,400 impressions at 0.401 percent.
Four days
| Day | Impressions | Clicks | Click rate | Average position |
|---|---|---|---|---|
| Saturday 5 September | 121,654 | 394 | 0.324% | 7.95 |
| Sunday 6 September | 147,021 | 508 | 0.346% | 7.69 |
| Monday 7 September | 134,382 | 485 | 0.361% | 7.73 |
| Tuesday 8 September | 110,947 | 446 | 0.402% | 7.73 |
| The four days | 514,004 | 1,833 | 0.357% | 7.77 |
| The other 24 days | 1,541,556 | 7,796 | 0.506% | 7.74 |
These are the only days in the window above 100,000 impressions, and the same four have the four lowest daily click rates. Together they carry 25.0 percent of the window's impressions and 19.0 percent of its clicks. The second half's other ten days had 727,106 impressions and 3,781 clicks, a combined click rate of 0.520 percent. That is higher than the first half's 0.493 percent, on 25 percent more impressions a day.
These four days were picked out after looking at this window's daily figures. They include a Saturday and a Sunday, so unlike the halves and the weeks, the four days against the other 24 do not hold weekdays equal. On the same weekdays in the three earlier weeks, Saturday to Tuesday, the combined click rate was 0.524 percent over 12 days, 759,565 impressions and 3,980 clicks, with each weekday between 0.512 and 0.539 percent.
Where the difference sits
Measured against the first half's daily averages, the second half had 426,660 extra impressions and 1,599 extra clicks. The four days account for 281,304 of those impressions and about 686 of those clicks; the other ten days account for 145,356 impressions and about 913 clicks. The ratios of these changes are 0.244 percent and 0.628 percent. Neither is a measured click rate for an identifiable group of impressions. The single 0.375 percent blends the two.
What this does not show
Which pages or queries the four days' impressions came from. The daily chart has no page or query breakdown, and nothing here measures a cause. Search Console's list of known data anomalies had no entry for September 2026 when it was checked on 15 September 2026; an issue that list does not record is not ruled out.
Whether the extra impressions came at worse positions. The day chart's average position was 7.77 on the four days and 7.74 on the other 24, but an average across every query cannot show the positions of the extra impressions. It also does not show whether the level held after 9 September, or that days with more impressions generally have lower click rates, here or anywhere else.
How to check your own
Before comparing two periods' totals in Search Console's Performance report, open the daily chart for both, and compare periods of equal length that hold each weekday the same number of times.
If a few days stand out, add up their clicks and impressions and compare that combined rate with the rest of the period, rather than averaging daily rates. If you divide the change in clicks by the change in impressions, report both changes and label the result as their ratio, not as the click rate of the extra impressions. The smaller the change in impressions, the less that ratio can carry. To see what carried the days that stand out, export pages and queries for those dates and for the same number of ordinary days, and compare.
Full method
Google Search Console performance chart, one export of 28 daily rows for the whole property, pulled 2026-09-12, with clicks, impressions and average position per day. Every figure uses these daily totals, which sum to 2,055,560 impressions and 9,629 clicks; the page-level export for the same window sums to 2,079,623 impressions, because Search Console aggregates the two differently, and the two are not mixed here. Rates are combined: clicks summed over impressions summed. Average position across days is weighted by each day's impressions. The halves are days 1 to 14 and 15 to 28, and the weeks run Thursday to Wednesday, so each half holds every weekday twice and each week once. The four-day grouping was chosen after inspecting this window's daily figures: those four are the only days above 100,000 impressions and also the four with the lowest daily click rates. The weekday comparison uses Saturday to Tuesday in the three earlier weeks. Extra impressions and clicks are measured against the first half's daily averages.