Winners & Losers Reports

What are the Winners & Losers Reports?

By the time a traffic drop shows up clearly in your analytics, the rankings causing it may have been sliding for weeks. The Winners & Losers Reports give you an early-warning system: every week, that show you which pages and queries have gained the most clicks and impressions and which have lost the most - so you can investigate and respond before small dips become significant drops.

Whether you're looking to monitor queries that have gained more clicks and impressions or spot pages that are underperforming, these reports are designed to help you act swiftly and keep your SEO strategy on track.

The report compares data from the past week to the previous full week and, at a glance, shows what queries are gaining and losing both via clicks and impressions.

Why is the Query Winners & Losers report useful?

Our users find this report useful as it gives them quick notice of any queries that are performing better or worse than they usually would. A query that is gaining lots of clicks and/or impressions may show that a page has suddenly started to rank well for that query, whereas a page that is getting fewer clicks and/or impressions than it should be may signal an issue with that page that you can get your SEO team to look into.

Why is the Page Winners & Losers Report useful?

The Page Winners & Losers Report in SEOTesting is a quick way to see which pages are performing better or worse than usual.

Within the report, you will see pages that have gained and lost clicks over the past whole week when compared to the previous week

You will also be able to use the report to see pages that have gained and lost impressions - the same as above for queries.

How do you access these reports?

To access these reports, click the ‘Reports’ link that appears on the left-hand side of your SEOTesting dashboard:

Scroll down to the ‘Winners & Losers’ section of your report page, and you will see two reports listed as ‘Queries’ and ‘Pages.’ You can click on either of these to access the relevant report:

Updated on: 04/06/2026