Feature · Click Waterfall
A net number hides five different stories
The Click Waterfall splits the change between two periods into five buckets — New, Improved, Declined, Lost and Unattributed — that sum exactly to the net change, so nothing about why traffic moved stays hidden inside a total.
Top movers · New bucket
typing test
0→725
+725
live chat typing test
0→245
+245
spy dialer
41→27
-14
Five buckets, sum to the net change
Open Lost and Declined first
Turn on Compare and set the prior window, then choose whether to break the change down by query, page or directory. Winning back something you used to have is cheaper than winning something new — so read the losses before the wins.
- ✓Five buckets, exact accounting — New, Improved, Declined, Lost and Unattributed sum precisely to the net change; nothing is hidden.
- ✓Switch the breakdown — a change spread over hundreds of queries is often one page or one directory when read that way instead.
- ✓New and Improved as proof of work — if the pages you shipped last period aren't there yet, they haven't landed.
- ✓Unattributed, named honestly — the traffic Search Console refuses to name, called out instead of folded into another bucket.
Down to the keyword
Follow a mover straight into Unified Keywords
Once a query shows up in Lost or Declined, follow it into Unified Keywords to see its organic and paid picture side by side — whether it's worth a content fix, a bid, or both.
- ✓One row, every channel — organic clicks and position beside paid spend and conversions for the same query.
- ✓Filter to the exact mover — search by keyword text to jump straight from waterfall to detail.
- ✓Decide the fix — content, bid, or both, informed by both channels at once.
One row per keyword, every connected channel
G
Google Search
12,940 keywords
B
Bing Webmaster
3,110 keywords
G
Google Ads
640 terms
C
ChatGPT Ads
38 terms
Set filters once — text, country, device, floor on impressions — and every channel narrows together.
5
buckets that account for every click, exactly
New, Improved, Declined, Lost and Unattributed sum to the net change with nothing left over — end the current window a few days before today, or the reporting delay reads as a decline.
See Directory View
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