Use Performance > Search results as the scorecard. Filter by Search appearance and review clicks, impressions, CTR, and average position for each rich result type. Keep the same device, country, and date range when comparing periods.
Check page and query tables, not only the property total. A sitewide CTR change can come from a few URLs, while a weak template is hidden by growth elsewhere. Compare branded and non-branded queries separately when possible.
Use Enhancements reports for diagnosis: review valid items, errors, warnings, and affected URLs. They describe markup health, not guaranteed appearance or traffic. Open sample pages to confirm the markup matches visible content.
When a metric moves, test one cause at a time: template changes, query mix, intent, or markup coverage. Save the filters with each review.
Use Search appearance for outcomes, Enhancements for diagnosis, and page-level data for decisions. Clean markup is a prerequisite, not proof of useful visibility.
Rich Result Rx
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Track rich results in Search Console without mistaking visibility for performance
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