Help Center

  • Fill out my online form
  • How is Impressions ETV calculated?

    Impressions ETV is calculated on the same principle as search volume-based ETV (a keyword’s search volume * CTR coefficient = ETV). However, instead of search volume, we use the keyword impressions metric.

    Impressions ETV = keyword impressions * CTR coefficient

    The metric appears in the following endpoints:

     
    Using impressions data over search volume has one significant advantage — numbers are more accurate. There are only 80 possible values search volume can take. If that weren’t enough, Google distorted even these approximate numbers by lumping together semantically related keywords.

    Starting from June 2016, Google Keyword Planner groups similar keywords and displays the identical search volume data for each keyword from the same group. For example, if you look at the SEO market and SEO emarketing keywords in Keyword Planner, you’ll notice that they have the same search volume of 6600.

    [
      {
        "keyword": "seo market",
        "location_code": 2840,
        "language_code": "en",
        "keyword_info": {
          "last_updated_time": "2021-09-30 09:08:44 +00:00",
          "competition": 0.5027226351286803,
          "cpc": 22.504489,
          "search_volume": 6600
        }
      },
      {
        "keyword": "seo emarketing",
        "location_code": 2840,
        "language_code": "en",
        "keyword_info": {
          "last_updated_time": "2021-09-19 16:37:53 +00:00",
          "competition": 0.5027226351286803,
          "cpc": 22.504489,
          "search_volume": 6600
        }
      }
    ]

    Given the inaccuracy of search volume, the ETV metric can become an acceptable replacement if applied wisely. That is the reason why DataForSEO incorporated impressions data alongside search volume.

    As shown above, impressions ETV is calculated by multiplying a keyword’s number of impressions by the CTR coefficient of a search result. The CTR coefficient depends on the rank_group (ranking position) of a website.

    Website position CTR coefficient
    1 0.304
    2 0.162
    3 0.0973
    4 0.0659
    5 0.0469
    6 0.0338
    7 0.0256
    8 0.0197
    9 0.015
    10 0.0113
    11 0.0091
    12 0.0075
    13 0.0059
    14 0.0056
    15 0.0051
    16 0.0043
    17 0.0043
    18 0.0033
    19 0.0027
    20 0.0024
    21 0.0023
    22 0.0022
    23 0.0021

    For positions 23 – 100, the coefficient is 0.0021.

    If SERP contains paid results, the outcome should be additionally multiplied by one of the following coefficients.

    Please note that we consider paid elements only. Shopping, popular_products, knowledge_graph_shopping_item, and other advanced paid elements are not taken into account.

    Website position Coefficient
    1 0.76
    2 0.78
    3 0.81
    4 0.86
    5 0.91
    6 0.93
    7 0.96
    8 0.978
    9 0.97
    10 0.95
    11 0.94

    For positions 11 – 100, the coefficient is 0.94.

    So if your website ranks, say, third in organic search for a keyword with 5700 impressions, your impressions ETV for this keyword will be:

    • If there are no ads — 5700 * 0.0973 = 554.61
    • If there are ads — 5700 * 0.0973 * 0.81 = 449.23

     
    However, when it comes to calculating impressions ETV for paid search only, we use completely different coefficients.

    Paid result position Coefficient
    1 0.0711
    2 0.03
    3 0.0219
    4 0.0215
    5 0.0161
    6 0.0104
    7 0.0089
    8 0.0075
    9 0.0055
    10 0.005

    So if you run a PPC campaign for a keyword with 5700 impressions, and your ad is displayed first in SERP, your estimated paid monthly traffic for this keyword will be: 5700 * 0.0711 = 405.27.