- Definition
- Top of page rate is the share of an advertiser's impressions shown among the top ads, above the organic results; absolute top is the very first ad.
In plain words
Search ads can show above the regular results or further down. Top of page rate tells an advertiser how often its ad was in the top group. Absolute top of page rate tells how often it was the very first ad.
They describe where your ad showed when it showed, not how often it showed.
Why it matters for brand and paid search teams
On brand searches the first position gets most of the attention. PPC teams track absolute top rate on brand campaigns to see whether competitors are pushing them down.
In auction insights, the same idea is applied to competitors: how often their ads were at the top when they appeared in your auctions.
How it works
Google defines Impr. (Top) % as the percent of your ad impressions shown among the top ads, and Impr. (Abs. Top) % as the percent shown as the very first ad among top ads. Top ads are usually above the organic results, and their positions vary by search.
Related metrics, search top impression share and absolute top impression share, compare those impressions with the ones you were eligible for. Microsoft Advertising's auction insight data includes a top of page rate and an absolute top of page rate.
All of these are calculated from the advertiser's own impressions.
Example
Northstar's brand campaign has a 96% top of page rate and an 81% absolute top rate. In the weeks summit-outdoors.example is active on mobile in Austin, the absolute top rate there falls, while the top of page rate barely moves.
Monitoring of those searches shows the competitor first and Northstar second on many mobile checks, which matches the drop.
Fictional brands and domains, for illustration only.
Common mistakes and misconceptions
Top of page rate is the same as impression share. It describes where your impressions showed, not how many of the possible impressions you got.
An outside tool can compute a competitor's absolute top rate. The rates come from the advertiser's own impressions. Monitoring can only show position in each check.
Position 1 in a monitoring check is always absolute top. It is the first ad observed on that page. Monitoring does not report the advertiser's impression-based rate.
How to monitor it in Ads Lighthouse
Each saved ad keeps its position among the ads on that results page, with the engine, location, device and time. Filter by device or city to see where a competitor tends to be first.
Ads Lighthouse does not record whether an ad sat above or below the organic results, and it does not calculate top or absolute top rates.
Frequently asked questions
Where do I find top and absolute top rates?
In Google Ads, add the Impr. (Top) % and Impr. (Abs. Top) % columns to your campaign or keyword reports. They also appear in auction insights for competitors in your auctions.
Why is my absolute top rate falling on brand terms?
Another advertiser may be outranking you on some searches. Check auction insights and look at where and on which devices competitors appear first.
Official sources
- Google Ads Help: About top and absolute top metrics
- Google Ads Help: Use auction insights to compare performance
- Microsoft Advertising API: AuctionInsightKpi data object
Sources checked on .