News
Search Console now groups multiple countries in one filter
Search Console's performance report now lets you tick several countries and see their combined Google Search traffic, per two trade outlets.
Search analytics - clicks, CTR and traffic data
What Analytics means
Search analytics is the measurement side of SEO: impressions, clicks and click-through rate from Search Console, sessions and conversions from tools such as Google Analytics, and the industry datasets that show how traffic from search and AI assistants is shifting. It is how a change in rankings is tied, or not tied, to a change in business results.
Tools
UTM link builder
UTM link builder: add utm_source, utm_medium and utm_campaign to any URL, keep its query string and fragment, and copy the link. Free, in your browser.
News
Google Analytics adds app conversions to cross-channel reports
Google Analytics now supports app conversions in its performance, attribution analysis and attribution models reports. Not every property has it yet.
News
Google Analytics outage on 29 September 2026 is resolved
Google confirmed a Google Analytics issue at 8:57 pm ET on 29 September and marked it resolved under an hour later. Google gave no cause.
News
Google Ads adds raw IP addresses to Customer Match
Google Ads expanded Customer Match to eight columns, accepting raw IP addresses and interaction timestamps outside Europe to improve account match rates.
Reports
Search engine market share, August 2026: Statcounter
Statcounter puts Google at 91.02% of worldwide search in August 2026, ahead of Bing at 4.55%, against 90.37% across the prior twelve months.
Reports
Google AI Mode adoption and zero-click rate, Semrush 2025
Semrush clickstream data on Google AI Mode's first two months: usage grew about 4x to just over 1% of sessions, and 92-94% ended without an external click.
Studies
Silly Santa's 7-country hreflang rollout: a Skalum case study
Skalum's case study on Shopify brand Silly Santa: hreflang across 7 ccTLDs, with UK organic users up 297.5% and Norway's local traffic share up to 93%.
Research
Sistrix CTR study: how SERP layout changes position-1 clicks
Sistrix analyzed 80 million keywords and found position 1 averages 28.5% CTR, ranging from 13.7% to 46.9% depending on the SERP layout.
News
Google Analytics rolls out drag-and-drop custom dashboards
GA4 Dashboards let you drag dimensions and metrics onto a grid canvas, combining six chart types into one KPI page instead of separate reports.
Reports
AI referral traffic to publishers doubled in a year, Similarweb finds
Similarweb measured 770.7 million monthly AI referral visits worldwide, up 117.4% year over year, led by marketplaces and news.
Research
A randomized field experiment on AI Overviews and organic clicks
A randomized Chrome-extension experiment hid AI Overviews for 1,065 searchers. This piece analyzes Agarwal and Sen's SSRN study of the CTR impact.
Studies
Marshfield Clinic: 454% CTR gain from schema markup
Schema App's customer story on Marshfield Clinic reports a 454% CTR increase when a Review Snippet was awarded, plus 32% from entity linking.
Reports
Why four 2026 'ChatGPT market share' numbers do not agree
StatCounter, Similarweb, Sensor Tower and OpenAI itself all published a 2026 ChatGPT usage figure. None of the four is measuring the same thing.
Studies
Ahrefs: AI Overviews cut position-1 CTR by 58%
Ahrefs analyzed 300,000 keywords via Google Search Console and found AI Overviews now cut position-1 desktop CTR by 58%, up from 34.5% in April 2025.
Studies
Zero-click Google searches hit 68% in the US
SparkToro and Similarweb's June 2026 report puts US Google zero-click search at 68.01%, up from 60.45% in 2024.
Studies
Google's own numbers: structured data lifted CTR 25-82%
Google's own documentation reports Rotten Tomatoes at 25% higher CTR and Nestle at 82% higher CTR from structured data. Here is what each figure measures.
Reports
How three CTR trackers reported three different position-1 rates
Three trackers measured 2026 organic CTR by position and reported position 1 anywhere from 27.6% to 39.8%, because none used the same method.
Research
Featured snippet stats: which numbers are real, and which aren't
Featured snippet prevalence and CTR figures vary by nearly 2x across sources. Here is which trace to a real, dated study, and which don't trace anywhere.