Organic search traffic change calculator
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Worked example
- Earlier search clicks: 8,000
- Later search clicks: 7,200
Change in search clicks · -10%
See the formula
(Later search clicks − Earlier search clicks) ÷ Earlier search clicks × 100.
How to interpret the result
Compare equivalent periods and search types. Diagnose changes in impressions and clicks separately before attributing a cause.
Publisher example
Search clicks rise from 4,000 to 5,000, a 25% increase. Compare equivalent time periods and check whether impressions or CTR explain the gain.
Related reading: Bing AI citation reports: separate newly cited pages from changed results
Measurement reference: Google Search Console performance metrics