Adzooma Marketplace

Find the Digital Agency that best suits you

Find the Digital Agency that best suits you

Adzooma Marketplace is where over 50,000 businesses & agencies come together to find their perfect digital marketing partner.

Visit Adzooma Marketplace

Microsoft Advertising to Remove Average Position

January 15, 2020
written by Jess Kirkbride

Microsoft Advertising announced that it would sunset their use of average position from April so marketers could focus on more important metrics.

What: After assuring users it would continue showing average position, Microsoft has followed suit with Google and announced it’s deprecating the metric in April this year. It was announced in an article published on 15th January which highlighted the increased insight when moving from average position over to the new performance metrics.

Why: According to the blog post, one of the reasons for the change is based on advertiser feedback and Microsoft’s insights into the “ever-changing industry standards in digital advertising”. They believe it will limit confusion and make performance reporting more reliable as the new prominence metrics provide clearer insight, help diagnose fluctuations in ad performance, and signal if and when to take a particular action.

The result: Advertisers will still be able to make use of average position until the beginning of April, until moving over to the Top and Absolute Top impression metrics. Microsoft added: “Adding these new metrics and removing some others, like impression share to lost bit, relevance, and expected CTR, brings this reporting closer to parity with Google Ads.”

Jess Kirkbride

Digital PR Copywriter at Adzooma writing about all things digital marketing. I love innovative campaigns and wish it was acceptable to make up my own stats. Don't be surprised if you read a wild, off-topic or beauty-related analogy in one of my articles or see me totting around in only black clothes.

All the tools you need to make paid advertising faster & more effective

  • Optimise performance and boost ROI
  • Automate routine tasks and save time
  • Manage multiple accounts from one place
  • Request features via the feedback portal
  • Run reports that showcase your results


Jonny C.

“Having used other tools previously (Wordstream & Optmyzr) I can say that Adzooma is far better value and actually helps you to deliver so much more for your accounts.”

Tatsat S.

“Amazing tool, the functionalities are excellent and it saves lots of time in maintaining multiple ad accounts. Looking forward to making this my go-to ad management tool.”