Since 13th May 2025, impression reporting has become challenging. Google recently confirmed a bug was affecting how impressions had been logged in Search Console, with a fix now being rolled out over the coming weeks. The ‘bug’ caused huge inflation in impression figures, making it difficult to accurately benchmark SERP visibility and evaluate month-on-month trends.
Thankfully, Google has begun and will continue making corrections over the coming weeks.
So if you notice impressions dipping over the next few weeks, it’s most likely down to Google correcting the data rather than any drastic changes in visibility
