Average position, as a metric, was retired by Google at the end of September.
This was a big change. For years clients, agencies, and any advertiser has always had at least a little bit of vanity management, aiming for results page one above the fold. Everyone at some point 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