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Google's John Mueller explains why query data in Search Console varies between reports.
A question about inconsistencies in Search Console query reports is answered by Google's John Mueller. John explained why the number of search queries reported by page and site level reports may differ from the number reported by Search Console query reports.
Query Report Inconsistencies in Search Console
The person who asked the question wanted to know if the discrepancy in the reported search query data was due to anonymous queries.
The question was posed as follows:
"When viewing the Pages report in Search Console, I click on a page that has 241 clicks.
When I select a Question Report, the total number of questions is 148.
Do we put this down to the unanswered questions in the help center?"
John Mueller's reply was:
"That's usually the case," says the narrator. So, when you look at the page level in Search Console, we can show you all the information.
That's because individual page requests aren't unique in any way.
However, there are some questions that have a very limited application when it comes to queries.
We may or may not display them in Search Console.30:40
You can also see the impressions & clicks for each query individually.
When you add the table, it doesn't always match.
That's largely due to our omission of queries that are essentially anonymous queries.
And this is the kind of distinction you'll notice.
So, if you look at Search Console at the page level, you'll see slightly different numbers than if you look at it at the per-query level.
When you look at the table itself at the question level, you might see different numbers from the summary at the top.
And, in our opinion, query-level data is extremely useful when looking at individual queries.
However, if you want to get a complete picture of a site's impressions, you should look at page-level or site-level results and track trends and changes over time.
Queries that are anonymized
Certain search queries that may contain "sensitive personal information" are not disclosed by Google.
Google's support documentation is vague about what constitutes personal or sensitive information.
Many of the site's queries contain a person's name, according to a webmaster help discussion topic started by someone who claims that 90% of queries are anonymous. That discussion hints at a type of anonymous query: a search query containing a person's name.
According to Google's documentation, queries containing personal or sensitive data are anonymous.
According to Google's help page:
"To protect the privacy of the querying user, very rare queries (called anonymous queries) are never shown in these results."
Google states on the same Search Console support page that the report cannot track queries that are not performed frequently.
"For example, we can't track queries that are only made once in a while or contain personal or sensitive data."
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