Impression share measures how often your ads appear out of the total impressions you were eligible to receive. It tells you how much of the available visibility in an auction you are actually capturing.
It tells you how much of the available visibility in an auction you are actually capturing.
| Field | Detail |
|---|---|
| Definition | Impression share measures how often your ads appear out of the total impressions you were eligible to receive. |
| Formula | Impressions / Eligible Impressions |
| Why it matters | Impression share helps marketers understand whether weak performance is caused by low visibility, low relevance, limited budget, or ranking constraints. |
| Good benchmark context | Impression share is most useful in search and shopping environments where eligibility, rank, and budget constraints materially shape delivery. |
Glossary entries should explain where interpretation goes wrong, not just repeat a formula.
| Common mistake |
|---|
| Treating 100% impression share as the goal in every case. |
| Ignoring whether lost impression share comes from budget limits or rank limits. |
| Comparing impression share across campaigns with completely different strategic roles. |
Impression share helps marketers understand whether weak performance is caused by low visibility, low relevance, limited budget, or ranking constraints.
It tells you how much of the available visibility in an auction you are actually capturing.
Impression share is most useful in search and shopping environments where eligibility, rank, and budget constraints materially shape delivery.
It tells you how much of the available visibility in an auction you are actually capturing.
Impression share is most useful in search and shopping environments where eligibility, rank, and budget constraints materially shape delivery.