Google Ads to Remove Average Position Metrics – What come next?

Starting from September 30, 2019, Google removing Average Position Metrics from Google Ads.

Average Position in Google Ads is one of the important metrics for advertisers that helps to optimize the Ads and to know the position of the Ads.

In the Month of Feb 2019, Google announces Average Position Metrics will Sunset and introduced new some metrics “Search top impression rate and Search absolute top impression rate” in Nov 2018.

As a result of this change, the following will be disabled:

  • Rules using average position
  • Custom columns using average position
  • Saved reports that filter on average position
  • Saved filters with average position

Also, review your Google Ads scripts that use average position.

The average position metric will also be removed from the following:

  • Saved column sets
  • Saved reports that use the average position column, but don’t filter on it
  • Scorecards that use average position in dashboards


What comes instead of Average Position Metrics?

Google has introduced new metrics last year. We can use the following metrics instead of Average Position metrics.

  1. Search top impression share
  2. Search absolute top impression share
  3. Search lost top impression share

Search Impression Settings

Search top impression share

Search top impression share is the impressions that our Ad received on the top page (Above the Organic Search Result) divided by the estimated number of impressions are eligible to receive in the top location.

With this metric, we can able to know the percentage of impression our Ad will receive at the top location (Above the Organic Search Result).

Search top impression share

Search absolute top impression share

Absolute top impression share is the impressions that our Ad received at the first position in the top page divided by the total impressions are eligible to receive in the first position in the top location.

With this metric, we can able to know the percentage of impression our Ad will receive at the first position of top location.

Search absolute top impression share

Search lost top impression share

Search lost top impression share estimates how often our ad didn’t show anywhere in the top location (above organic search result).

With this metric, we can able to know how often our Ad showing at the below organic search result due to the poor Ad rank.

Search lost top impression share

Concluding Thoughts

Average Position metric

Average Position metric is one of the important for every advertiser to optimize the search Ad. The new Search Impression metrics gives a much more clear idea about our Search Ads position compared to the Average Position Metric. If you are not used yet the new Search Impression metrics, try it today and compare it with Average Position Metric for the better understand before it will sunset.

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