Google Releases AMP Case Study But Here Are My Results

Jul 20, 2016 - 8:20 am 10 by

Google AMP

So yesterday, Google released a case study for the AMP site based on the Washington Post stats. So I wanted to take a look at traffic using Google Search Console and share my results with you.

In short, the case study released by highlighted three main points:

  • 23% increase in mobile search users who return within 7 days
  • 88% improvement in load time for AMP content versus traditional mobile web
  • 1000+ articles The Washington Post publishes in AMP HTML daily

But what about traffic? How much more traffic did the Washington Post get? Hard to say...

So I checked this site's Google Search Console data and here is what I have to share:

Based on the past 30 days, 3.16% of the clicks Google reports for this site came via AMP articles. So only 3.16% of the traffic to this site is via AMP. Compare that to mobile clicks to this site, 26.47% of clicks from Google to this site are mobile devices according to my data in Google Search Console.

What about people not clicking but impressions? The AMP version of my articles showed 15.3% of the time based on this data. Let's compare that to mobile in general, where mobile impressions accounted for 46.47% of my impressions.

Another data point that is a bit disturbing is that the CTR for my site is 0.83% from Google. When you pull out just mobile it is 0.47% but when you look at just AMP it drops to 0.17%.

So there are my stats, I wonder if the Washington Post is different when they look at the metrics I looked at. The good thing, these stats are very easy to get in the Search Analytics report in Google Search Console.

I should add this is based on about 10 million impressions, so there is significant data here.

Forum discussion at Google+.


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