At the end of September, Google retired average position as a metric.
This was a big change. For years, clients, agencies, and advertisers have always had at least a little bit of vanity management, aiming for results page one above the fold. At some point everyone submitted a bid with the sole goal of being “number one,” without much thought to any actual business metric.
One meaningful business metric to consider is cost per click. Jason Tabeling explores this in his latest article in Search Engine Watch