Impr (top) % column

Applicable to Google Ads and Yahoo! Japan only

Search top impression rate, abbreviated as “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

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 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.

Learn more about reporting on impression share in Search Ads 360.

Add this column to a report
  1. Navigate to an advertiser, Google Ads or Yahoo! Japan engine account, or lower scope

    If you have access to multiple advertisers, you can also view this column at the agency level.
  2. Click the Engine accountsCampaignsAd groups, or Keywords tab.

  3. Above the performance summary graph, click the Columns button.

  4. Under "Available columns", click Quality and competitive.

  5. Click + next to the column name to add it to the "Selected columns" list.

  6. Click Apply.

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