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Given AdWords is a paid service, you'd hope the figures are accurate. For an example (exact match) keyword last month, AdWords says there were 14,253 impressions on Google search (i.e. not search partners or display network). However, going over to Analytics, for the same month it suggests 4,500 impressions for the same keyword. Google AdWords says the following about impressions: "An impression is counted each time your ad is served on Google's ad networks, such as on Google.com or other publisher websites and apps." "...How often your ad is shown. An impression is counted each time your ad is shown on a search result page or other site on the Google Network." Google Analytics explains impressions as: "The number of times any URL from your site appeared in search results viewed by a user, not including paid AdWords search impressions." Can anyone help clarify what is an accurate way of attaining monthly search figures, i.e. what is my overall potential Google customer base? I've also tried the Keyword Planner - which averages monthly searches  - and it gives me 18,100 impressions for the same keyword (almost the two above figures added). Thanks! Rob