Microsoft Advertising (formerly known as Bing) revealed that it will be removing the average position metric from Microsoft Advertising reports.
The advertising platform explain “Due to all your feedback and our insights into the ever-changing industry standards in digital advertising, we’ve determined that prominence metrics give a much clearer view of your prominence on the page than average position does. In an effort to limit confusion and allow you to focus on just the key metrics that matter to you most, average position will be deprecated from performance reports beginning in April.”
Most will remember Google making the same decision not so long ago, and so Microsoft following suit comes as no surprise to advertisers. Microsoft have even explained that “adding these new metrics and removing some others, like impression share lost to bid, relevance, and expected CTR, brings this reporting closer to parity with Google Ads.”
Instead, Microsoft says you should use these metrics instead:
- Top impression share
- Top impression share lost to rank
- Top impression share lost to budget
- Absolute top impression share
- Absolute top impression share lost to rank
- Absolute top impression share lost to budget
The change will come into effect in April this year.