Impressions in Google Search Console
An impression is counted whenever your page shows up on a Google results page, whether or not anyone clicks it.
What it means
Search Console counts an impression any time one of your URLs appears somewhere on a Google search results page for someone, even if that person never scrolls down to see it or clicks it. A page ranking on page two of Google can rack up impressions with almost no clicks, because impressions measure appearance, not attention.
Why it matters
A rising impression count with flat or falling clicks usually points to a ranking or relevance problem, not a demand problem — people are searching for things related to your page, but it's not compelling or well-positioned enough to earn the click. That's a very different fix than if impressions themselves were falling.
ask datanephew
My impressions went up but clicks didn't — what's going on?
Ask datanephew to check your average position and click-through rate for those queries — a widening gap between impressions and clicks usually means you're showing up but not ranking high enough to get clicked.
Which pages are getting impressions but no clicks?
Ask datanephew to pull pages with high impressions and low click-through rate — those are strong candidates for a better title or meta description.