Google Search Console Performance Report Impressions Spiking For Some Filters?

03/30/26
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Search Console Performance Report Shows Unexplained Impression Spike

Google Search Console’s performance report is currently experiencing a bug or tracking anomaly that causes unusually large impression spikes. This issue primarily appears when applying the merchant listings filter, leading to inaccurate CTR data on desktop. The problem affects multiple large eCommerce sites and may impact data reliability for SEO professionals.

Optimixed’s Overview: Understanding the Recent Anomalies in Google Search Console Impression Data

Context and Identification of the Issue

Recently, SEO experts have observed puzzling behavior within Google Search Console’s performance reports. When filters—particularly the merchant listings search appearance filter—are applied, the data shows an unexpected surge in impressions. This mirrors a similar incident from the previous year involving the disabling of the &num=100 parameter.

Details Reported by Industry Experts

  • Brodie Clark, a well-known SEO specialist, reported the anomaly via social media, highlighting that the merchant listings filter data is now inconsistent and “a mess.”
  • The impression increase is notably significant on desktop platforms and impacts CTR accuracy.
  • The issue spans multiple large-scale eCommerce sites, suggesting it is not isolated to a single client or dataset.

Implications for SEO and Data Analysis

Given that impressions are a key metric for understanding search visibility and user engagement, this glitch potentially disrupts accurate performance tracking. SEO professionals relying on Google Search Console for insights, especially those monitoring merchant listings, should exercise caution interpreting recent data and consider cross-verifying with other tools until Google resolves the problem.