Impression Share
What it means: This shows how often a competitorâs ad appears compared to the total number of searches in the sample.
Example:
If a competitorâs ad appears in 4 out of 10 relevant searches, their impression share is 40%.
Formula:
Impressions Share=Times Ad ShownTotal Sample Searches\text{Impressions Share} = \frac{\text{Times Ad Shown}}{\text{Total Sample Searches}}Impressions Share=Total Sample SearchesTimes Ad Shownâ
Absolute Top of Page (Top of Search)
What it means: This tells you how often a competitorâs ad was the very first result on the search results page.
Example:
If a competitorâs ad appears in the #1 spot for 2 out of 10 searches, their absolute top impression share is 20%.
Formula:
\text{Absolute Top Share} = \frac{\text{Times in Position #1}}{\text{Total Sample Searches}}
Average Position
What it means: This is the average ranking position of a competitorâs ad across all the searches where it appeared. A lower number means a better (higher) position.
Example:
If a competitorâs ad appeared in position 1 once and position 2 once (and wasnât shown in other searches), their average position is:
1+22=1.5\frac{1+2}{2} = 1.521+2â=1.5
Position Above You
What it means: This tells you how often a competitor's ad appears in a higher position than yours when both of you are shown in the same search.
Example:
Your positions: 1, 2, 3, 0, 1
Competitorâs positions: 2, 1, 1, 1, 0
Your competitor appeared above you in 2 out of 3 shared searches â 66%
Formula:
Position Above You=Times Competitor Was HigherShared Auctions\text{Position Above You} = \frac{\text{Times Competitor Was Higher}}{\text{Shared Auctions}}Position Above You=Shared AuctionsTimes Competitor Was Higherâ
Ad Position Distribution
What it means: This shows how often a competitorâs ad appears in different positions and calculates the average position across all their appearances.
Example:
If a competitorâs ad appeared in these positions: 1, 2, 3, 0, 0, 1
We calculate their average position as:
1+2+3+14=1.75\frac{1+2+3+1}{4} = 1.7541+2+3+1â=1.75
These metrics help you understand how your competitors are performing in Google Ads, so you can adjust your strategy accordingly. If you need further insights, feel free to explore more in [Your Tool Name]! đ