An impression is counted each time a link to a site appears in a Google results page a searcher loads, in most cases whether or not they scroll to it. Impressions show reach, not interest. They can climb on informational searches that never turn into customers, so judge a client's progress on buyer clicks, with impressions as context.
What it doesn't do: An impression doesn't mean anyone saw or read the result. It only means the result was on a page Google served.
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Google's help page What are impressions, position, and clicks? says an impression means a user has seen, or potentially seen, a link to the site. A result on the loaded page of results generally counts whether or not it was scrolled into view. Items inside a carousel or an expandable block usually have to be scrolled into view or expanded first. Results on a page of results the searcher never opened don't count.
How the total is added up matters too. In Search Console's chart, "if two results from the same site appear for one query, they count as a single impression in the chart total" (Performance report help). Grouped by page, each page counts its own appearance.
Impressions sit on each client's key figures, with the change against the four weeks before. Sample data: Copperline Gutters, a fictional business on a reserved .example domain. Page-one impressions on buyer searches rose from 9,235 to 11,507 in four weeks.
The report adds impressions up per page, so its totals run higher than Search Console's property view. The tile says "added up per page" so nobody compares the two numbers as if they were the same count.
The Healthy drop finding calls out impressions that fell while buyer clicks held: at least 200 impressions before, down by 40% or more, with buyer clicks at 90% or more of before. A client isn't alarmed by a drop that doesn't matter.
The first report builds from 13 weeks of Search Console history as soon as you connect. Start with 3 client sites.
Weekly search report · Copperline Gutters
Sep 14 – Oct 11, 2026 vs the 4 weeks before
Copperline Gutters got 27 clicks from named buyer searches in the last 4 weeks, up 23% from the 4 weeks before. Google hides the search terms behind 84% of all 289 search clicks. Rankings rose across the site: pages that steadily show up are up about 2.4 positions.