Note: Average Position as a metric is no longer used by most advertising platforms. It has been replaced with 'Impression (Absolute Top) %' and 'Impression (Top) %' metrics.
Learn more about it in the Google Ads Help Centre and Microsoft Advertising Help Centre.
A Search top impression rate, abbreviated as 'Impr. (Top) %' is the percentage of your ad impressions that are shown anywhere above the organic search results.
Search top impression rate = Impressions on top/Impressions
You can use this metric 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 that you use this metric as a target to set your bids because, sometimes, the metric may decrease as bids increase. This happens as higher bids may allow you to enter more competitive auctions in a worse location.
Add this column to a report
- Navigate to any reporting table, such as a keywords reporting table.
- Select a time range.
- If the column isn't already in the reporting table:
- Click the Columns button above the performance summary graph.
- In the 'Modify columns for keywords' box, click the 'Search' icon .
- In the 'Search bar', type the name of the column that you want to add or find it in the list below the search bar.
- Click Apply.
Learn how to Get impression share data.