A long-overdue question:
In gwt we've got "Top Pages" and "Top Searches", each with numbers for Impressions and Clicks. Question: Why are the totals so different?
Say you've got a page all-about-widgets.html. It's the only page on your site that talks about widgets, and there's no plausible way a searcher would arrive there if they weren't looking for widgets. So you'd think that if you take all search strings containing "widget", they would add up to the number for "all-about-widgets.html".
In fact they're not even close. The number on the "pages" side is at least twice, up to 10 times as big as the total count of "searches". I went back and checked my figures from spring 2011 when I started keeping monthly records. No change. That means: before they added the "web" default, before the widespread transition from http to https.
The only way I can get it to work is if I postulate hundreds and hundred of long-tailed searches, each using a different phrase, each coming in with only one impression and maybe 0 clicks. But my site is small enough (in pagecount) that I'm pretty sure the table lists everything; it's not like the Keywords list that cuts off at an even 200 items.
What am I overlooking?