I'm working on reporting and analysing metrics for a newly launched site.
I'm tasked with measuring impressions, clicks, CTR and keyword ranking for the next couple of months, on a weekly basis.
In terms of setting a benchmark, is it more beneficial to utilise the previous months data (i.e. June) as a benchmark, or one week before the launch as a benchmark, so I can compare pre & post launch in balanced weekly increments.
Furthermore what trends should I look our for i.e. if impressions have been decreasing in number for two weeks straight, should I look into the landing page that are being optimised for the keywords in question?