Introducing a new algorithm for calculating the ETV metric in DataForSEO Labs API. It provides improved traffic estimates by accounting for SERP features displayed for a query, its primary search intent, and search volume normalized with clickstream data.
What’s new
ETV in DataForSEO Labs API is a metric that shows the estimated traffic volume driven to a domain by a specific keyword or group of keywords. It is calculated as the product of CTR (click-through rate) and the search volume of the relevant keyword(s) that the target ranks for.
The updated ETV calculation algorithm introduces two key changes:
- Updated CTR model. CTR now accounts for SERP features that can influence organic clicks, including AI Overviews, featured snippets, paid results, local packs, images, videos, and other elements. It also varies depending on the keyword’s primary search intent: informational or commercial.
- Clickstream-based search volume. Where possible, we now use Google Search Volume normalized with clickstream data to refine aggregate Google Search Volume values.
Note: since estimated_paid_traffic_cost is calculated using organic etv and paid cpc, its value will also change under the new algorithm.
How it works & what you need to do
The new ETV data is already available in all relevant DataForSEO Labs API Google endpoints where the etv field is present, except for the ones returning historical metrics.
For users registered before September 1, 2026, the previously existing ETV calculation remains the default for now. To start receiving ETV calculated with the new algorithm, add the following parameter to your API request body:
{
"use_new_etv": true
}
On November 1, 2026, the new ETV calculation will become the default for all users. We recommend using this two-month transition period to test the updated etv and estimated_paid_traffic_cost values and adapt your workflows for full migration before that date.
For users registered on or after September 1, 2026, the new ETV calculation is enabled by default, so no changes are required.
Why it matters & how to get started
The updated ETV better reflects user behavior on Google SERPs by accounting for the impact of AI Overviews, paid and zero-click elements, other SERP features, search intent, and clickstream data. This provides more realistic estimates of organic search traffic and its equivalent cost.
This update allows you to:
- get traffic estimates that better reflect the current Google SERP landscape;
- account for the impact of SERP features and search intent on organic CTR;
- benefit from search volume refined with clickstream data where available;
- more accurately estimate organic traffic and
estimated_paid_traffic_cost.
Check the DataForSEO Labs API documentation and start testing the new ETV values today.