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CTR is up because impressions are down

Over a period of time, Google removes pages that are irrelevant or the pages that have less engagement. So, in effect, Google is retaining your best performing pages. Most of your earlier clicks may have come from these “best performing pages” and that’s why the clicks haven’t reduced.

thanks for the clarification 🙂

there are 3 types of RCA you can do for troubleshooting this: • funnel analysis (run a before after impression to CTR report for different pages and keywords) • cohort analysis (run a day wise report for both keywords and pages and see which dates are the issue, from your graph this looks most likely case, maybe you were hit by a google update or a technical glitch at your end) • segment analysis (run a geo level report for keywords and pages and see where you see this drop the maximum) doing the above 3 will help you triangulate on the real issue. remember the above approach for any future RCA.

majority of our traffic is from brand keywords

do all 3 analysis to be really sure of the actual problem

thanks sir

not if you include "i ruvv sushi" somewhere in your landing page