Google Search Analytics Update: May Increase Total Clicks & Impressions

Google has made "an update to web search log analysis" that may lead to more clicks and impressions for PPC ads in their search results. This change will only affect these metrics for websites, not PLAs or any other forms of advertising. The changes that were made haven't been specifically highlighted, but increases in these numbers over the next couple weeks is likely an effect of the update as opposed to website changes.