My question is “what’s the reason explanation for different totals in search analytics? is it just the bug? Which total is direct?”
JOHN MEULLER (Webmaster Analyst from Google):
Okay yeah, so what you’re looking at there is essentially the total on top in Search Console where it says, I don’t know, total so many impressions or so many clicks. And then if you add up the individual lines, then it gives you a different number, which was usually less than the total shown on top. This comes from the way that we filter the search queries that we show in Search Console in the sense that if there are queries that only happen once or twice or is a very small number of times where that we think might be personal information, then those are queries that we would filter out in Search Console. So what would happen in a case like that is that the total numbers will be the total numbers that we track there, but the individual rows, if you look at those, then some of those will be filtered out so that if you add up all of those numbers in the rows, they won’t necessarily be the same as the total number shown on top. You can kind of resolve this if you want to have cleaner results by looking at the results per URL, so per page, and not per query within search analytics. And then the totals should essentially add up, because per page, that’s something that obviously that you will see as well in your analytics account. And that should kind of work out there. So there’s a bit of documentation on this within our Help Center. There is also a lot of documentation on what is an impression, what is a click, does is a position number mean, how do you count positions within our Help Center, which should have a lot of interesting insight for people who are really digging down into the details of search analytics.