Missing clicks on Direct, Paid, or AI

If clicks and impressions read zero (or grey out) on Direct, Paid Search, or AI, that is expected, not a bug.

1 min read

Why it happens

Clicks and impressions come only from Google Search Console, which covers organic search. For Direct, Paid, and AI there is no Search Console data, so those two metrics are greyed out and Page Pulse shows Users and Key Events (from Analytics) instead.

Stat cards on the Direct source with Impressions and Clicks greyed out
Expected: on Direct, Paid, or AI the Search Console metrics grey out.

What to do

Switch the Source back to Organic Search or All Traffic to see clicks and impressions. For Direct, Paid, and AI, read Users and Key Events instead.

Good to know

  • The first time you open one of these sources, give the historical backfill a few minutes to populate Users and Key Events.