On Sunday, August 24, 2025, we began observing a significant decline in both impressions and clicks across multiple Google Search Console (GSC) accounts, spanning legal, home services, and service-based websites. This post documents our findings to date and will be updated as more information becomes available.
Across all monitored profiles, impressions and clicks dropped sharply, with activity dipping to about 20% of normal levels, not outright zero.
Historical Precedents of Reporting Glitches
In August 2021, Google confirmed a data loss in Search Console for August 23–24 due to an internal glitch. The issue affected only the reporting layer, not actual site traffic, and was never restored or backfilled (Search Engine Land, Search Engine Journal).
Recent Reporting Bugs & API Lag
In June 2025, several publishers experienced a bug in the Google Discover report where clicks and impressions dropped to zero or near‑zero. Google flagged the issue on performance charts (The Search Herald, Search Engine Land).
Around the same period, the GSC API appeared to be stuck, failing to deliver updated data since June 3 (Search Engine Roundtable).
Platform-Wide Visibility Shift
The rise of “Google Zero”, where AI-generated summaries (AI Overviews and AI Mode) dominate search results and reduce clicks to external sites, may be contributing to broader traffic declines. Some publishers report up to 25% drops in referral traffic (Financial Times).
Given these patterns, the most plausible explanation seems to be a reporting issue within Search Console, similar to prior glitches that cause visible, but not real, drops. The timing aligns with known anomalies in GSC reporting and API disruptions. The apparent recovery beginning at 2 AM on 8/25 further supports the idea of a transient reporting artifact.
Data Trends: We're continuously tracking impressions and clicks across all impacted accounts via the 24‑hour view.
Official Disclosures: We’re monitoring Google’s Search Status Dashboard for any incident announcements (Google Help, The Search Herald, Financial Times).
Community Feedback: We're watching forums and user reports to see if this issue is widespread.
Updates From Google: We'll add annotations or official statements if Google confirms the anomaly.
Accuracy in Reporting: Abrupt drops in Search Console data can be alarming and may mislead teams into thinking site traffic has collapsed.
SEO & Performance Analysis: Without awareness of reporting glitches, you may misattribute causes, such as Core updates, to what are actually anomalies.
Communication & Transparency: Annotating your data and alerts helps stakeholders understand when fluctuations are technical, not performance-based.
It’s worth noting that Google’s most recent core algorithm update concluded on August 25, 2025. Typically, core updates cause changes in search rankings and organic traffic, but they do not typically produce synchronized, near-universal reporting drops in Search Console data.
While the timing overlaps, the nature of the anomaly (an ~80% decline in impressions/clicks across multiple unrelated sites, followed by a rebound around 2 AM on 8/25) suggests a Search Console reporting glitch rather than a direct algorithm effect. That said, we’ll continue monitoring rankings in case the update introduced secondary impacts that become clearer in the coming days.
| Date | Observation / Update |
| Aug 25, 2025 (2 AM) | Impression and click volumes begin to return toward normal levels in the 24-hour view. |
| Aug 26, 2025 | Google Search Console has backfilled the data, the issue is resolved. |
There was a notable drop (~80%) in GSC-reported clicks and impressions across multiple accounts on August 24, 2025.
The most likely explanation is a Search Console reporting issue, aligning with past bugs and API delays.
Impressions began to normalize on August 25, around 2 AM.
There was a Google Core Algorithm update that ended August 25th, 2025, but we do not currently speculate that the two are connected.
This appears to be impacting service-based websites, but less so with e-commerce.
This Issue Has Been Resolved. This Google Search Console reporting glitch demonstrates the importance of having the right performance tracking tools on your website. Through the proper implementation of alternative tracking tools such as GA4 or Microsoft Clarity, we were able to identify this glitch as a likely reporting error on Google Search Console's side early on and take the proper steps to address the issue.
In digital marketing, four simple metrics often make the biggest difference: clicks, calls, likes, and shares. Each one represents a different type of engagement with your potential clients, and each can be improved through deliberate, targeted strategies.
Over the weekend of September 12, 2025, many SEOs and site owners, particularly in service-based niches such as legal and home services, observed ~50% drops in Google Search Console (GSC) impressions, despite rankings and clicks remaining largely stable.
