[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsite-vs-url-reporting":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":349,"breadcrumbs":350,"reading_minutes":164,"category":358,"head":360},"2025-03-13T13:35:45",{"rendered":6},"\n\u003Cp>Google Search Console (GSC) is an essential tool for understanding how your website is performing in Google Search results. However, there can easily be some confusion when reading the data on the platform. For example, if you add up the number of times people clicked on your site or saw it in search results for different keywords, the total won’t match what Google shows overall. This is because Google Search Console processes and groups data differently, rather than simply adding up individual queries, which can lead to inaccurate conclusions.\u003C\u002Fp>\n\n\n\n\u003Cp>To effectively use GSC, it’s crucial to understand the different metrics and how the data is collected and presented. This includes distinguishing between Site and URL reporting, knowing when each is in use, and leveraging automation and dashboarding for deeper insights.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Ff0sKYLsk-Measurement_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27925\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-the-difference-between-site-and-url-reporting\">What is the difference between Site and URL reporting?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#when-to-use-site-or-url-reporting\">When to use Site or URL reporting?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-the-difference-between-site-and-url-reporting\">\u003Cstrong>What is the difference between Site and URL reporting?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Site Reporting shows data aggregated by property.\u003C\u002Fstrong> This means if you go to the Google Search bar and input a query about a brand, no matter how many pages of that brand you see, their website only gets \u003Cstrong>one ‘Site Impression’\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>If multiple pages from the same website appear in search results for a query, Google only counts it as one impression for the entire site. Instead of tracking each page separately, Site Reporting groups all impressions under the website as a whole, giving a broader view of how the brand appears in search.\u003Cbr>In the example below, we see at least a few \u003Cstrong>Cancer Research UK\u003C\u002Fstrong> landing pages appear on the first page of a SERP. In this case, they only get one site impression for this particular search. This calculation is also applied to other metrics, such as clicks, average position, and click-through rate.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1022\" height=\"690\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCRUK-SERP-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32421\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>In Google Search Console, Site Reporting appears at the top of the Performance section when \u003Cstrong>no page filters\u003C\u002Fstrong> are applied. This means the data shown is for the entire website rather than individual pages. The queries table also uses Site Reporting, but it’s important to note that some search terms won’t be visible due to Google’s privacy policies, which hide certain user data. Other tables that use Site Reporting include Countries, Devices, and Dates, meaning they also show data for the whole site rather than specific pages.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1158\" height=\"843\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002Fexample-gsc-1-2025.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32422\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>URL Reporting\u003C\u002Fstrong> tracks data for individual pages rather than the whole site. This means that each page appearing in search results gets its own impression. For example, if four different \u003Cstrong>Cancer Research UK\u003C\u002Fstrong> pages show up in the same search, URL Reporting counts four impressions instead of one. This applies to all key metrics, which are recorded as URL Impressions, URL Clicks, URL CTR, and URL Average Position.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1022\" height=\"690\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCRUK-SERP-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32421\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>For deeper insights, check the \u003Cstrong>Pages Breakdown Table\u003C\u002Fstrong>, which shows performance data for individual URLs. You can also apply page filters to analyse multiple pages based on specific rules. The top results in the table below follow \u003Cstrong>URL Reporting\u003C\u002Fstrong>, displaying data for each page separately.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1158\" height=\"843\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002Fexample-gsc-2-2025.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32423\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"when-to-use-site-or-url-reporting\">\u003Cstrong>When to use Site or URL reporting?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So, when will you need Site Reporting or URL reporting?\u003C\u002Fp>\n\n\n\n\u003Cp>Choosing between Site and URL reporting in Google Search Console (GSC) depends on your specific objectives. Site Reporting provides a holistic view of the whole site’s performance, making it ideal for monitoring overall SEO efforts. If you want to track a website’s performance by queries, countries, or device type, \u003Cstrong>site reporting\u003C\u002Fstrong> is available to provide these insights. \u003C\u002Fp>\n\n\n\n\u003Cp>On the other hand, if your goal is to optimise specific pages, you should track \u003Cstrong>URL data\u003C\u002Fstrong> for those landing pages. By tracking URL data, you gain granular, page-level insights into performance, such as which pages receive the most impressions or clicks, and their average position in search results. This detailed view is particularly beneficial for businesses with diverse product lines, service offerings, or distinct sections they wish to measure independently. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Ff0sKYLsk-Measurement_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27925\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,"standard",[10],41,[],[13],212,[15,16,17,18,19,20,21,22],"post-32411","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-measurement",{"page_content_modules":24,"hero":160},[25,114],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Site vs URL reporting in Google Search Console: What’s the difference?",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},111,"\u002Fabout\u002Four-team\u002Fzoe-le\u002F","Zoe Le","Marketing Analytics Specialist","I support the strategy and solutions teams in creating reporting dashboards and I conduct market research using first and third-party data analysis.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":58},"\u003Cp>Marketing Analytics Specialist. Joined Impression in May 2022.\u003C\u002Fp>\n\u003Cp>Before moving to the UK to pursue a master’s degree in Marketing and Brand Management, I worked on multiple engagements in the marketing sector, brand-side. My experience led me to develop an interest in market research and customer insight analysis.\u003C\u002Fp>\n\u003Cp>At Impression, I support the strategy and solutions teams in creating reporting dashboards and I conduct market research using first and third-party data analysis.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nTravelling more than 6000 miles from Vietnam to England to live and study. I take pride in the courage and effort I have invested in this journey.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI like meditation and connecting with nature. I am also a keen traveller that loves to discover new cultures.\u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},108,"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"ID":59,"id":59,"title":60,"filename":61,"filesize":62,"url":63,"link":64,"alt":45,"author":65,"description":45,"caption":45,"name":66,"status":67,"uploaded_to":53,"date":68,"modified":68,"menu_order":53,"mime_type":69,"type":70,"subtype":71,"icon":72,"width":73,"height":74,"sizes":75},24282,"Zoe-Le-NEW","Zoe-Le-NEW.png",383725,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&q=90","\u002Fzoe-le-new\u002F","12","zoe-le-new","inherit","2023-08-02 10:40:31","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":76,"thumbnail-width":77,"thumbnail-height":77,"medium":78,"medium-width":79,"medium-height":80,"medium_large":81,"medium_large-width":82,"medium_large-height":83,"large":84,"large-width":85,"large-height":86,"1536x1536":87,"1536x1536-width":88,"1536x1536-height":89,"2048x2048":90,"2048x2048-width":91,"2048x2048-height":92,"post-thumbnail":93,"post-thumbnail-width":94,"post-thumbnail-height":95,"12_col":96,"12_col-width":97,"12_col-height":98,"default_landscape":99,"default_landscape-width":100,"default_landscape-height":74,"default_portrait":101,"default_portrait-width":74,"default_portrait-height":100,"6_col_and_margin_short":102,"6_col_and_margin_short-width":94,"6_col_and_margin_short-height":98,"11_col_and_margin":103,"11_col_and_margin-width":104,"11_col_and_margin-height":98,"9_col_rectangle":105,"9_col_rectangle-width":106,"9_col_rectangle-height":107,"11_col":108,"11_col-width":109,"11_col-height":98,"staff_image_696_600":110,"staff_image_696_600-width":73,"staff_image_696_600-height":74,"rectangular_thumbnail":111,"rectangular_thumbnail-width":112,"rectangular_thumbnail-height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":115,"reduced":27,"top_overlap":116,"bottom_underlap":116,"disable_observer":-1,"heading":117,"cta_text":118,"cta_link":119,"items":120},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[121,133,145],{"type_key":16,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":130},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129],{"name":33,"image":36},{"to":131,"name":132},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":16,"title":134,"excerpt":135,"to":136,"postedAt":137,"readingTime":138,"image":139,"authors":140,"category":144},"Which Marketing Mix Modelling platform should you use?","\u003Cp>If you’ve decided to build a Marketing Mix Model (MMM), an important first step is to choose what platform you want to use. There are quite a few options, ranging from simple to complex, with different benefits to each You’ve probably come across these libraries already: Google’s Meridian, Meta’s Robyn, PyMC Marketing and a handful […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-marketing-mix-modelling-platform-should-you-use\u002F","2026-06-10T11:28:01",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fvaleria-nikitina-ie2R2t9fC9Q-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[141],{"name":142,"image":143},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":131,"name":132},{"type_key":16,"title":146,"excerpt":147,"to":148,"postedAt":149,"readingTime":150,"image":151,"authors":152,"category":159},"Beyond the click: Can you use MMM to prove the value of LLMs?","\u003Cp>LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing. Even before we consider how to influence visibility across AI search, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results? The […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms\u002F","2026-04-28T11:48:18",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[153,156],{"name":154,"image":155},"Alex Howat","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":157,"image":158},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":131,"name":132},{"type":161,"style":162,"heading":28,"date":4,"updatedAt":163,"reading_minutes":164,"image":165,"imageAlt":28,"categories":166,"collections":348},"blog-post","light","2025-03-13T13:35:46",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002Fmyriam-jessier-VHXiGXxwOQ4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[167],{"id":10,"count":168,"description":169,"link":131,"name":132,"slug":170,"taxonomy":171,"parent":53,"meta":172,"acf":173,"head_links":174,"resource_count":175,"yoast_title":176,"yoast_meta":177,"yoast_json_ld":222,"_links":320,"path":131},129,"Here at Impression, ongoing research and training is a huge part of how we keep our \u003Ca href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team up-to-date with the latest happenings in the world of web & app analytics, martech, \u003Ca href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">media effectiveness\u003C\u002Fa>. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too.\r\n\r\nFind out more about our \u003Ca href=\"\u002Fanalytics\u002F\">Analytics Agency\u003C\u002Fa> services, or browse our latest tips, advice and opinions below.","measurement","category",[],{"sub_title_override":45,"title_override":45},[],21,"Online Measurement, Analytics & Effectiveness Blog | Impression",[178,180,183,186,189,192,195,197,199,201,204,207,210,213,216,219],{"property":179,"content":176},"title",{"property":181,"content":182},"description","Keeping up to date with the latest measurement and analytics trends and strategies can be difficult. 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