Google has announced it is working on a fix for a bug in Search Console that caused impression figures to inflate in its Performance reports.
In an update to its Search Console Help documentation, Google explained that impression figures have been inaccurately counted since 13 May 2025.
Impressions refer to how often the pages on a website appear in Google’s search results.
As a result of this error, Google Search Console has been reporting impression figures higher than they should have been for almost a year.
Google has linked this issue to a logging error that affected how impressions were being recorded.
It has been confirmed that this only impacted the accuracy of impression data. Other metrics, such as clicks, have not been affected. This means that traffic data reported in Google Search Console remains accurate and reliable.
It’s important to note that this issue didn’t have an impact on the visibility of a website in the search results. Rankings weren’t affected, only how accurately the impression data was reported within Search Console.
Google has advised that a fix will be rolled out in the coming weeks. As a result, website owners may notice a drop in impressions in their Performance reports.
While this may appear concerning and suggest a decline in website performance, it simply reflects more accurate data because of the corrected reporting.
If you’d like to understand how your website is really performing in search results, reach out to the friendly and knowledgeable team at Engage Web today.
