Incremental Click Extrapolations in Page Level SPA

Once rich result-eligible Schema Markup has been applied to a website, many users want to know how many additional clicks the rich results are responsible for. As a result, Schema App's Schema Performance Analytics (SPA) tool now provides reporting on the Incremental Clicks Achieved from Rich Results.

TABLE OF CONTENTS

• Incremental Clicks Achieved from Rich Results
  • Calculations
    • Clicks
    • Impressions
    • Clickthrough rate (CTR)
    • Extrapolations
  • Considerations
    • Rounding
    • Impressions
    • URL Omissions
    • Negative Incremental Clicks

Incremental Clicks Achieved from Rich Results

Schema Performance Analytics (SPA) provides reporting on the impact of individual rich results through Incremental Clicks Achieved from Rich Results. Incremental Clicks Achieved from Rich Results are extrapolated based on the click through rates of URLs that have achieved the selected rich result for a given date range.

To access the Incremental Clicks Achieved from Rich Results:

1. Log into Schema App and navigate to Performance Analytics > Page Level Reports
2. Navigate to the All URLs Performance tab
3. Select the desired date range in the controls panel
4. Scroll down to the Incremental Clicks Achieved from Rich Results section
5. Select the desired Search Appearance from the drop down

Incremental Clicks - All URLs

The Incremental Clicks - All URLs tables show data for any URL with >0 impressions for the selected search appearance.

Due to the formulas applied (see Calculations section below) the Incremental Clicks - Excluded URLs data provides a more accurate representation of a search appearance's impact.

Incremental Clicks -_ Excluded URLs

The Incremental Clicks - Excluded URLs tables show data that more accurately represent a search appearance's impact on URL performance.

For these tables, if a URL’s extrapolated additional clicks value is negative and if subtracting that amount from the All Search Appearances clicks results in a value that is less than 0, it is omitted from the rest of the calculations. This is because it isn't possible to receive negative clicks.

As a result of these URLs being omitted, the values from the Incremental Clicks Achieved from Rich Results may not match the Sum of Clicks, Sum of Impressions, Average CTR, and No. of URLs when the same search appearance is applied in the primary Controls panel.

The Incremental Clicks - Excluded URLs section does not have a line graph since the necessary exclusion filters cannot be applied to data represented over time. 

Calculations

For every rich result (search appearance) achieved, the following data points are calculated. Within these calculations, "Rich Result" should be understood as the search feature selected from the menu of options.

Clicks

• No Rich Result Clicks = Total Clicks - Rich Result Clicks
• % Clicks from Rich Result = Rich Result clicks ÷ Total Clicks
  
  

Impressions

• No Rich Result Impressions = Total Impressions - Rich Result Impressions

• % Impressions from Rich Result = Rich Result Impressions ÷ Total Impressions

Clickthrough rate (CTR)

• Rich Result CTR = Rich Result Clicks ÷ Rich Result Impressions

• No Rich Result CTR = No Rich Result Clicks ÷ No Rich Result Impressions

Extrapolations

• Extrapolated non rich result clicks = Total Impressions X No Rich Result CTR
  (Note: This value isn't present in the table. It is listed here to support additional calculations)

• Incremental Clicks from Rich Results = Total clicks - Extrapolated non rich result clicks

• % of total clicks from Rich Result = Incremental Clicks from Rich Results ÷ Total Clicks

Considerations

There are certain limitations that users must be aware of when using the data in these reports.

Rounding

All calculated datapoints are rounded to the 4th decimal point.

Impressions

Clicks can be extrapolated based on impressions and CTR, but there is not additional data available from Google Search Console that would allow us to extrapolate the impact of rich results on the number of impressions achieved. Schema App is unable to extrapolate additional impressions achieved due to rich result implementation.

Negative Incremental Clicks

In instances where a URL shows negative incremental clicks, this does not indicate a loss of clicks due to the selected rich result. Rather, it indicates that the click-through-rate for that URL was lower when the rich result appeared in the SERP compared to when the rich result was not awarded. 

When negative incremental click values are identified, it indicates that the content and Schema Markup of those pages should be revisited because there may be an opportunity to improve the content and resultant rich results.