Start with what each number measures
A click records someone following a Google result to your site. An impression records an appearance under Google’s counting rules. CTR is clicks divided by impressions. Average position describes the topmost result for the grouping being reported; it is not a fixed rank every visitor sees.
Illustrative calculation: 20 clicks from 1,000 impressions gives 2% CTR. Twenty clicks are not necessarily twenty customers, sessions or purchases.
Use a consistent comparison
Ask for the same property, search type and complete dates each time. Looking at query rows instead of a property summary changes the level of the report. Keep those views labelled.
Show property-level Web search totals for the last complete 28-day period and the previous equal-length period. State the property and exact dates. Explain each metric without assuming the cause of a change.
Read combinations, not a single score
More impressions with little click growth can mean broader visibility. It can also reflect a different set of searches. Before rewriting a title, look at which pages and query rows changed. Avoid treating one CTR target as suitable for every position or search intent.
What to do next
Choose one page to investigate, record the period and write down a question you can check. For a store, that might be whether a buying guide is attracting searches that match its content. Search Console does not tell you whether those visitors purchased; that requires separate analytics or order evidence.
Continue with page performance or a weekly review.
Further reading
Official Google documentation. Product instructions distinguish the browser beta from the invited connector pilot. Educational guidance does not imply an automated feature.