'Total Impressions' and 'Average CTR' are the two metrics that are most helpful in determining if you SEO is improving.
'Total Impressions' will indicate how SEO changes are helping you ranking in Google.
'Average CTR' will indicate how SEO changes are making your search result more appealing to click on.
As you work to improve your SEO you should see your 'Total Impressions' and 'Average CTR' trending upwards over time.
Fluctuations day-to-day and even week-to-week are normal. However, if your SEO metrics are trending downwards for several weeks then you may want to evaluate your SEO data further to determine why this is happening and devise a strategy for improving your results.
Need help determining next steps? Email us at firstname.lastname@example.org.