I see search query has impressions as 30,60,90 going from last three months and avg position upward and downward....How the data is retrieved and increase impression ctr according to keyword??
Well, it's from when people do a search in Google. (It's a bit obvious, isn't it?) Anyway, this has more information about it: https://support.google.com/webmasters/bin/answer.py?hl=en&answer=35252