Example of the Insights dashboard with sample data (brand and competitor names anonymized).
What Insights is
Insights is your read-only performance dashboard for a site. It reads from a cached rollup of the last 28 days of Search Console data (plus a shorter 7-day slice for the Movers tab). Everything on the page is scoped to the site's primary property.
Open it from Sites → your site → Insights, or from Search Console setup → View insights.
The time-window selector
The dropdown at the top-right (Last 7 / 28 / 90 days) drives two things:
- The KPI cards at the top — clicks, impressions, CTR, average position, plus a ▲/▼ delta vs the previous window of equal length.
- The daily trend chart underneath — clicks on the left axis, impressions on the right.
It does not change the tab tables below. Those are always ranked from the persisted 28-day rollup so numbers stay stable while you browse.
KPI cards
Each card shows the aggregate for the chosen window with a coloured delta:
- Clicks / Impressions / CTR — green delta means "up is good".
- Position — green delta means the number went down (position 3 is better than position 8), so the arrow logic is inverted.
Deltas below 0.1% are hidden to avoid noise.
Daily trend chart
A dual-axis line chart of daily clicks and impressions across the selected window. Hover a day to see exact numbers. If you see gaps, that day either had no impressions or the sync hasn't reached that day yet.
Tab: Top pages
Every URL Google returned for this property in the last 28 days, ranked by whichever metric you pick in the Sort dropdown:
- Clicks / Impressions / CTR / Position — self-explanatory.
- Value score — LinkLoom's composite of traffic × position × CTR, useful for spotting pages that punch above their weight.
A page tagged Pinned has been manually marked important elsewhere in the app and always surfaces in analyses.
Click any row to open the Page detail sheet (covered below).
Tab: Queries
The actual search phrases users typed to find your site, aggregated across all pages, ranked by clicks. Each row shows clicks, impressions, CTR, average position, and the number of distinct pages that ranked for that phrase.
Empty? Sync at least once. Google sometimes returns zero queries for very small properties or very recent windows — the Sync toast will say so explicitly.
Tab: Opportunities
Pages that are close to earning more traffic. Two rules qualify a page:
- "On page 1–2, one nudge from more traffic" — average position between 8 and 20 with ≥ 50 impressions. A small ranking improvement typically means a big click gain.
- "High impressions, low CTR — title/meta rewrite" — ≥ 200 impressions with a CTR below 2%. The page ranks but the snippet isn't earning clicks; rewriting title + meta description is the usual fix.
Click a row to open the page detail and start work.
Tab: Zombies
Pages Google indexed but almost nobody sees — fewer than 3 clicks and fewer than 50 impressions in the last 28 days. Candidates for consolidation, refresh, redirect, or de-indexing.
Tab: Movers
Compares the last 7 days of clicks vs the 7 days before that and lists pages whose delta is at least ±3 clicks. up (green trend) means recent growth; down (red trend) means recent decline. Useful for catching regressions early or celebrating wins.
Page detail sheet
Clicking any row in Top pages, Opportunities, Zombies, or Movers opens a right-side sheet with:
- A 28-day daily line chart of clicks + impressions for that specific URL.
- Aggregate KPIs for the same window (clicks, impressions, CTR, position).
- Highlights — the top query and top country that drove traffic to this page.
- Top queries for this page — up to 15 phrases ranked by clicks, each with impressions and average position.
- An Open page button that launches the live URL in a new tab.
If the top-queries list is empty, the message will tell you to run Sync now — Google's query API is a separate call and sometimes needs a fresh sync to populate per-page phrases.
Refreshing the data
Insights reads from cached tables that the automatic scheduler refreshes daily. Hit Sync now in the header when you want to force an on-demand refresh — this pulls the last 28 days again and can take 20–60 seconds depending on how many URLs and queries Google returns.