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 Center and Microsoft Advertising Help Center.
A 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.
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 you want to add or find it in the list below the search bar.
- Click Apply.
Learn how to Get impression share data.