Sometimes an account will indicate a relatively high Lost IS due to rank, but a 60%/70% top of page rate in the auction insights. This seems quite confusing to me, since I would expect my top of page rate, in auction insights, to be very low if I have a high Lost IS due to rank.
The data just doesn’t seem to match, unless I’m looking at this the wrong way?
Same goes for Impression Share. My account is indicated to have the highest Impression share (amongst my competition), yet I still have a very high IS lost due to rank.
If someone could shine a light on this, it would be highly appreciated!
Your top of page rate is only counting the impressions you served, not all available impressions.
For the auction insights you probably have some broad keywords that are messing with your impressions share metrics or a low N that’s giving you weird data. The auction insights reports are directional, not deterministic.