Impr (top) % column

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

1. Navigate to any reporting table, such as a keywords reporting table.
2. Select a time range.
3. If the column isn't already in the reporting table:
   1. Click the Columns button above the performance summary graph.
   2. In the 'Modify columns for keywords' box, click the 'Search' icon .
   3. 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.
4. Click Apply.

Learn how to Get impression share data.