About top and absolute top metrics

This article only applies to the new Google Ads experience. Determine which Google Ads experience you’re using.

Search absolute top impression rate “Impr. (Abs. Top) %” and Search top impression rate “Impr. (Top) %” tell you the location of your ads on the Search engine result pages (SERPs).

Search absolute top impression share (Search abs. top IS) and Search top impression share (Search top IS) help you understand if there is any possibility for your ads to reach the top (anywhere above the organic search results) and absolute top (the very first ad above the organic search results) of the Search engine result pages (SERPs).

Unlike average position, these metrics don’t reflect the order of your ads compared to other ads, but the actual location of your ads on the SERPs.

Metrics about the location of your ads

You can use these metrics to understand changes in click-through rate (CTR) caused by a change in the location of your ads on the search result page. We don’t recommend you use these metrics as a target to set your bids because, sometimes, they may decrease as bids increase. This happens as higher bids may allow you to enter more competitive auctions in a worse location.

Search top impression rate

Search top impression rate “Impr. (Top) %” is the percent of your ad impressions that are shown anywhere above the organic search results.

Search top impression rate = Impressions on top/Impressions

Search absolute top impression rate

Search absolute top impression rate “Impr. (Abs.Top) %” is the percent of your ad impressions that are shown as the very first ad above the organic search results.

Search absolute top impression rate = Impressions on the absolute top/Impressions

Metrics you can bid on to improve the location of your ads


You can use these metrics as a target to set your bid if you want to increase the percentage of your ads that either show at the top or absolute top of search results page.

Search absolute top impression share

Search absolute top impression share “Search abs. top IS” is the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.

Absolute top impression share = Impressions on absolute top/eligible impressions on top

Search top impression share

Search top impression share “Search top IS” is the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.

Search top impression share = Impressions on top/eligible impressions on top

Search lost absolute top impression share (budget) 

Search lost absolute top impression share (budget) estimates how often your ad wasn’t the very first ad above the organic search results due to a low budget.

Search lost top impression share (budget) 

Search lost top impression share (budget) helps you to understand how often your ad didn't show anywhere above the organic search results due to a low budget.

Search lost absolute top impression share (rank)

Search lost absolute top impression share (rank) estimates how often your ad wasn’t the very first ad above the organic search results due to poor Ad Rank.

Search lost top impression share (rank)

Search lost top impression share (rank) estimates how often your ad didn't show anywhere above the organic search results due to poor Ad Rank.

Feedback

You can provide feedback about these metrics here.

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