What is the difference between the Top Queries dataset and the Total Queries dataset and why might the data be different?
The difference between the Top Queries dataset and the Total Queries dataset is that the Top Queries dataset includes the dimension query in it. By default, data is pulled for the top 1,000 queries in the Top Queries dataset, however this can be updated to a max of 25,000 queries. This dataset allows you to see what the top performing queries are that lead to an impression or click in a Google Search.
When comparing the Top Queries dataset to the Total Queries dataset, you may notice a difference in impressions and clicks. Reason one may be that the default 1,000 queries is being pulled, where as the Total Queries dataset doesn't take that into consideration. Reason 2 for this, if we've updated the dataset to pull the max number of queries (25,000) and the numbers still don't align, is there may be instances of very rare queries that have been removed in order to protect the privacy of individual users.
These reasons should be taken into consideration when reviewing the datasets and when utilizing them in dashboards. Both offer unique ways to view data and see Google Search performance.