Impression Share
The percentage of impressions your ads received compared to total available impressions.
Definition
Impression share is a metric showing how often your ads appear compared to how often they could appear based on your targeting settings. Lost impression share can be attributed to budget (running out of daily budget) or rank (Ad Rank not high enough to compete).
Why It Matters
Impression share reveals competitive positioning and growth opportunity. Low impression share due to budget suggests increasing spend could capture more market. Low impression share due to rank indicates quality score or bid optimization is needed.
Examples in Practice
A campaign showing 60% impression share with 30% lost to budget indicates doubling the budget could significantly increase reach. An advertiser losing 40% impression share to rank focuses on improving ad relevance and landing page quality.