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Impr. (Top) %
from Google Ads
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
The percent of your ad impressions that are shown anywhere above the organic search results.
Why it is important
You can use these metrics 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 these metrics as a target to set your bids because, sometimes, they may decrease as bids increase. This happens as higher bids may allow you to enter more competitive auctions in a worse location.
Impressions on top / Impressions
Calculation example
Let's say your ad appears above the organic search results (on the top) 500 times, and overall, your ad receives 1,500 impressions.

Impr. (Top) % = Impressions on top/Total Impressions × 100
Impr. (Top) % = 500/1,500 × 100
Impr. (Top) % = 33.33%
Affected metrics
Affecting metrics
Connecting metrics
Ad Rank

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Suggested slices for dashboards
by Time Period
by Keyword-Level
by Device Type
by Campaign or Ad Group
by Quality Score
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. What insights can be gained about the relationship between ad positioning and user engagement based on changes in Impr. (Top) % and click-through rates (CTRs)?
2. Can the trend of Impr. (Top) % be analyzed over specific time periods to identify patterns or fluctuations, and how can this information be used to inform strategic adjustments?
3. What is the correlation between Impr. (Top) % and conversion rates, and how can this be leveraged to optimize bidding strategies and budget allocations?
4. How does the competitive landscape influence the Impr. (Top) % metric, and how can advertisers use this information to refine their own bidding strategies?
5. Can the performance of distinct product categories or campaigns be compared based on the Impr. (Top) % metric, and how can this guide resource allocation for optimal results?
6. What role does ad creatives and messaging play in influencing the Impr. (Top) % metric, and how can this be used to maximize visibility in top ad positions?
7. How does seasonality impact the Impr. (Top) % metric, and what adjustments can advertisers make to align with seasonal trends?
Possible causes of worsening
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
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