Why Your Google Impressions Have Dropped - And Why It’s Not Bad News

If you’ve opened Google Search Console (GSC) recently and noticed a sudden drop in impressions since mid-September 2025, you’re not alone. 

Before you panic, take a deep breath. This isn’t a sign that your SEO performance has gone down the drain. Instead, it’s the result of a Google reporting change — specifically, the quiet removal of the &num=100 parameter. 

In this blog, we’ll break down what’s changed, why it matters, what it means for your reporting, and even explore why Google may have made this move. 

What Was the &num=100 Parameter? 

For years, SEO tools (like rank trackers) used the &num=100 parameter to scrape up to 100 search results per page. 

Here’s the problem: every time a bot loaded that page, GSC recorded an impression for every single result — even those sitting on page 2, 3, or 10. 

The result? Inflated impression counts that didn’t actually reflect real user behaviour. 

Why Have Impressions Dropped? 

Since 10th September 2025, Google has quietly disabled this parameter, which means: 

• Bot impressions are gone: Those artificial impressions created by scraping tools no longer appear in your reports. 

• Desktop data took the hit: Most tools scraped desktop SERPs, so desktop impressions were particularly inflated. Mobile? Barely touched. 
• Real-world accuracy: You’re now seeing impressions that reflect actual user visibility — not automated scraping. 

What the Experts Are Saying 

• SEMrush: Tracking is unaffected. Your keyword rankings remain reliable. 

• Ahrefs: Position tracking continues as normal, but impression counts may look smaller. 

• Google: No formal announcement (classic Google!), but this change is all about cleaner, more accurate data. 

What This Means for Your Data

Here’s what you’ll see when you log into GSC: 

• Impressions: A noticeable drop, especially on desktop. 

• Clicks: Stable. Actual user traffic hasn’t changed. 

• CTR: Rising. Same number of clicks, fewer impressions = a higher click-through rate. 

In short: performance hasn’t dropped — the data is just more honest. 

Why Might Google Have Done This? 

Google hasn’t officially explained the move, but there are several possible reasons being discussed in the SEO community: 

1. Cracking down on scraping: This makes it harder for SEO tools and AI systems to harvest massive amounts of SERP data in one go. By limiting access, Google keeps tighter control of its results. 
2. Reducing infrastructure load: Serving pages with 100 results — especially to bots — likely put more strain on Google’s systems. Cutting this parameter could save resources. 
3. Data quality in GSC: By removing bot-driven impressions, GSC reports now reflect human activity far more accurately. That means less noise and more actionable insights. 
4. Protecting its competitive edge: With AI tools (like ChatGPT or Perplexity) increasingly scraping search results, Google may be putting up barriers to prevent competitors from easily building on top of its search data. 
5. Shifting users toward official tools: This change may encourage more SEOs and marketers to use Google’s sanctioned tools and APIs, rather than relying on workarounds. 

In other words, this isn’t just about impressions — it’s part of a bigger picture of Google controlling how its data is accessed and used. 

How Should Marketing Managers Respond? 

This update might feel unsettling at first glance, especially if you’re presenting reports to your leadership team. Here’s how to get ahead of the conversation: 

1. Reframe the narrative: Explain that this isn’t a performance decline — it’s a data correction. 
2. Highlight the positives: Better accuracy, improved CTR, and cleaner reporting for future campaigns. 
3. Keep your tools in play: SEMrush, Ahrefs, and others are still tracking effectively. Rankings are not impacted. 
4. Focus on trends, not absolute numbers: With any Google update, the most valuable insights come from observing consistent patterns over time. 

The Bigger Picture 

Google’s move is part of a broader trend: cleaning up metrics and restricting automated access to keep search results aligned with real human behaviour. 

For marketing managers, that’s actually good news. With more accurate data, you can: 

• Make stronger cases for budget allocation. 

• Report with greater confidence. 

• Optimise strategies based on what’s really happening in search. 

At the same time, it’s worth keeping an eye on where this might lead. If Google continues to tighten its grip on data access, SEOs may need to adapt reporting practices and rely more heavily on official Google tools. 

Final Thoughts 

The &num=100 update might look like a blow at first glance, but in reality, it’s a step towards truer reporting. Your clicks haven’t dropped. Your rankings haven’t vanished. What’s changed is the way impressions are counted — cutting the noise and leaving you with insights you can trust. 

At Angelfish, we know reporting changes like this can feel daunting, especially when you’re already under pressure to prove ROI. That’s why we’re here — to help you cut through the noise, interpret the data, and build marketing strategies that deliver real results. 

Want to chat through what this update means for your SEO reporting? Book your free consultation with us today.