This article will explain absolute top and top metrics from Google Ads.
Absolute Top and Top Metrics
These metrics will help you understand the changes in click-through rate (CTR) that occur in the changes of your ad placement in the search results page.
- 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 results.
Search absolute top impression rate = Impressions on the absolute top/Impressions
- 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
Note: These metrics are not recommended to determine your bids because there is a chance that they will decrease if the bids increase. This occurs when higher bids permit your entry in more competitive auctions in a lower placement.
Metrics that increase the percentage of your ad location
The metrics below are what is recommended by Google Ads to use in determining your bids to show at the top or absolute top of the search results page.
- Search absolute top impression share "search abs. top IS" is the number of impressions you have received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you could have gotten
Absolute top impression share = Impressions on absolute top/eligible impressions on top
- Search top impression share "search top IS" is the number of impressions you have received in the top location divided by the estimated number of impressions you could have gotten
Search top impression share = Impressions on top/eligible impressions on top
- Search lost absolute top impression share (budget) gauges the number of times your advertisement was not the very first ad above the organic search results because of a low budget
- Search lost top impression share (budget) estimates how often your ad did not show anywhere above the organic search results because of a low budget
- Search lost absolute impression share (rank) gives you an estimated number about how often your ad was not the very first ad above the organic results due to a low Ad Rank
- Search lost top impression share (rank) estimates how often your ad did not show anywhere above the organic search results due to poor Ad Rank
You can learn more about how ads are ranked in this article under, "How is the ad position determined?"
Google is replacing the average position with the absolute top and top metrics.