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Traffic

The Traffic tab looks closely at the visits Google search sends you: how they split between branded and non-branded searches, how they've trended week by week, and how many visits arrive from AI assistants.

On this pageBranded vs Non-branded Performance · Weekly Trends · Visits from AI Assistants

Branded vs Non-branded Performance

The last 90 days of Google search, in three rows:

All clicks: every click to your site from Google's unpaid results.
Non-branded: searches that don't mention your brand.
Branded: searches that mention your brand, products or website.

Google doesn't show every search it counts, so the Branded and Non-branded rows cover the searches it does show, and they can add up to less than All clicks.

Clicks: Times someone clicked through to your site from a search result.
Impressions: Times one of your pages appeared in someone's search results, whether or not they clicked.
Avg Position: Your average ranking in those results. 1 is the top result, so lower is better.
CTR: Click-through rate: clicks divided by impressions. Choose + CTR to add this column.

Each number shows its change against the period you pick at the top of the table: vs prev 90 days or vs last year. Comparing with last year takes seasonal swings out of the picture.

A green check by the title means the Conspicuous team checked by hand how your searches are sorted into branded and non-branded, and when.

Weekly Trends

Three weekly charts: clicks and impressions, average click-through rate, and average position over the past year.

A year of weekly charts. The buttons at the top switch every chart between all traffic and the branded or non-branded part.

Clicks & Impressions: both on one chart, or one at a time with the buttons. Impressions are much larger numbers, so they're scaled down (the legend says by how much) to make the two shapes easy to compare.
Average CTR: the share of impressions that turned into clicks, each week.
Average Position: your average ranking each week. Lower is better.

What to do with itImpressions rising while clicks stay flat usually means you're showing up for more searches but not winning the click, often on page two or with a title that doesn't stand out. A falling average position with steady clicks can simply mean you started appearing for many new, lower-ranked searches.

Visits from AI Assistants

Visits to your website that came from AI assistants such as ChatGPT, Gemini, Claude and Copilot. This section appears when it's switched on for your account.

The big number is visits in the latest full week (Monday to Sunday), with the total over the last 12 weeks and a trend line.
By assistant splits that week by assistant. Engaged counts the visits where someone stayed and looked around, rather than leaving straight away.
Top landing pages are the pages those visitors arrived on over the last four weeks.

Treat these numbers as a minimum. Many visits from AI assistants can't be told apart from people typing your address directly, and clicks from Google's own AI answers count as Google search traffic in the sections above.

What to do with itThe top landing pages are the pages AI assistants send people to. Check they make a good first impression and lead somewhere useful, such as a product, a sign-up or a contact page.