Recently, Google introduced a new “Recommendations” feature in Search Console, sparking discussions about the accuracy of performance data.
An image associated with the announcement suggested that Google Search Console might only display 35% of a website’s performance data, causing concern among site owners.
However, Google’s John Mueller has since clarified that this recommendation primarily applies to large websites where data complexity might lead to discrepancies.
Reason Behind 35% Performance Data Discussion
John Mueller explained that the suggestion to export data using BigQuery, along with the mention of only seeing 35% of performance data, is generally aimed at large websites.
These sites, due to their sheer size and complexity, may encounter limitations in how data is sampled and displayed in Search Console.
For these large sites, Google might recommend additional measures to ensure that no critical data is overlooked.
For small to medium-sized websites, however, there is no need to worry. The data provided in Search Console is typically both sufficient and accurate, offering actionable insights to help site owners understand their visibility and optimize their SEO strategies.
The 35% figure is not a blanket statement but rather a specific recommendation that appears only when Google identifies a potential major discrepancy in the performance report data for large sites.
Here is his comment on LinkedIn: “The number really depends on the site. We show this recommendation when we think there’s enough difference. Most sites see all / most of their data. Also, there’s nuance: even when not all data is shown individually (individual rows), the graph on top is fine. Using the API also gets you more data, so using something like Search Analytics for Sheets will get most folks far enough.
Focus on the actionable level of data that you actually need – there are options to do more, but most folks probably don’t need it.”
When Data Might Differ
Even with these clarifications, it’s essential to understand the scenarios where performance data in Search Console might differ from expectations:
Data Sampling for Large Websites: Large sites may experience data sampling in Search Console, where not all data points are shown, leading to differences between the displayed data and the full dataset.
Filtering and Thresholds: Applying filters such as country, device, or search type can reduce the data shown. Google also applies thresholds to protect user privacy, which might result in some data being omitted.
Data Processing Delays: Recently, Google Search Console experienced delays in Performance Reports for 3-4 days. During this period, discrepancies or missing data were more likely, highlighting the challenges of relying solely on the Search Console interface for real-time data.
Technical Issues: Occasionally, technical issues within Search Console can lead to anomalies or incomplete reports, causing data to appear inconsistent.
Data Anomalies: Various factors, such as changes in search algorithms or bot traffic, can cause unexpected spikes or drops in metrics that might not accurately reflect a site’s actual performance.
Recent Delays in Performance Reports
The recent 3-4 day delay in Performance Reports within Google Search Console serves as a reminder of the potential for technical issues to impact data accuracy.
Users affected by this delay may have noticed gaps or inconsistencies in their reports, further underscoring the importance of cross-referencing data with other tools and considering the full context when analyzing Search Console data.
John Mueller’s clarifications provide reassurance that small and medium-sized websites typically do not need to worry about the 35% data figure.
The actionable insights provided by Search Console are designed to be reliable for most users. For large websites, the advice to use BigQuery for bulk data export is a proactive measure to ensure comprehensive monitoring.
By understanding the scenarios where data might differ and being aware of recent issues, site owners can make informed decisions that optimize their SEO strategies, ensuring their online presence remains strong and effective.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.