Which statement correctly defines impression share and related metrics like top of page rate and absolute top rate?

• A. Impression share = impressions / eligible impressions; Top of Page Rate = impressions in the top section; Absolute Top Rate = impressions as the very first result.
• B. Impression share equals clicks divided by impressions.
• C. Top of Page Rate measures impressions on the second position.
• D. Absolute Top Rate is unrelated to placement.

Answer: (A)

Impression share shows how often your ads actually show up compared with how often they could have shown up. It’s calculated by dividing the number of impressions your ads received by the number of eligible impressions your ads could have received, based on your targeting, status, and other factors. This helps you gauge whether you’re missing opportunities due to budget, rank, or eligibility.

Top of Page Rate then tells you what fraction of those impressions appeared in the top portion of the search results (the area above the organic results). Absolute Top Rate takes that a step further and measures the fraction of impressions that appeared in the very first position, i.e., the topmost ad.

So, the correct statement aligns with these definitions: impression share uses impressions divided by eligible impressions; top of page rate refers to impressions shown in the top section of the page; and absolute top rate refers to impressions shown as the very first result. The other options mix up what impression share, top of page rate, and absolute top rate measure—for example, confusing impression share with CTR, or incorrectly limiting top of page rate to a single position, or claiming absolute top rate has no placement relevance.