Four numbers tell the whole story. Here's what each one means and what "good" looks like for your business.
The four numbers that matter
1
Impressions
How many times your site appeared in Google search results. Someone Googled "[your service] in [your city]" and your site showed up — even if they didn't click. This is your visibility.
Timeline
Healthy Range
Week 1-2
0 – 100
Month 1
100 – 1,000
Month 3
1,000 – 10,000
Month 6
5,000 – 50,000
What this means
Rising impressions = Google is discovering more of your pages. If impressions are flat after month 1, it usually means we need to add more city or service pages.
2
Clicks
How many people actually clicked through to your site from Google. This is your traffic.
Timeline
Healthy Range
Week 1-2
0 – 20
Month 1
20 – 200
Month 3
200 – 2,000
Month 6
1,000 – 5,000
Clicks vs impressions
A healthy click-through rate (CTR) is 3-8%. If you have lots of impressions but few clicks, it usually means you're ranking on page 2 — you're visible but not high enough. Rankings improve over time as Google trusts your site more.
3
Keywords
The specific search terms people used that led them to your site. This is your market demand.
Your dashboard shows your top keywords ranked by impressions. The most valuable keywords are the ones that include your city + service — like "photo booth rental Austin" or "emergency plumber near me."
Don't panic about branded keywords
If your business name shows as a top keyword, that's good — it means people are searching for you directly. The goal is to also rank for non-branded terms (the "near me" and "[service] + [city]" searches).
4
Leads
The number of people who contacted you through your site — form submissions and phone calls. This is your return on investment.
Timeline
Healthy Range
Month 1
1 – 5
Month 3
5 – 20
Month 6
20 – 50+
Lead quality matters more than quantity
10 leads that book are worth more than 50 spam inquiries. If you're getting leads but they're low quality, text the team — we can adjust your targeting to attract higher-intent searches.
How to read the trends
Steady upward trend — Everything is working. Your pages are indexing, rankings are climbing, traffic is growing. This is the normal trajectory. Keep your site accurate and respond to leads fast.
Fluctuating but trending up — Completely normal. Google adjusts rankings daily. A dip followed by a recovery is standard behavior. Focus on the monthly trend, not the daily number.
Declining for 2+ weeks — Text the team. Possible causes: Google algorithm update, a technical issue, or seasonal demand shift. All fixable — but we need to investigate.
Quick reference
📈 Impressions going up? Google is discovering more of your pages. Good.
🖱️ Clicks going up? You're ranking high enough for people to click. Great.
🔑 Keywords growing? You're capturing more search terms. Your coverage is expanding.
📞 Leads coming in? The whole funnel is working. Focus on closing them fast.
Want a walkthrough?
Text the team and we'll walk you through your specific numbers — what's working, what to expect, and when.