- Every metric is compared with the previous period: "+x% vs previous period", "No change", "Up from zero" or "No comparison yet".
- Improving and Declining appear only when a metric moves by 5% or more. Smaller moves show "No significant change against the previous period."
- For cost and position metrics (such as cost per click or average position), lower is better.
- Key events are the GA4 key events configured in the client's property. They are not verified revenue.
- Compare like with like: each source has its own reporting window and time zone, shown in the report header.
To understand why something changed, select Ask AI Pilot why it changed on the SEO overview, or ask AI Pilot directly.