Impression Share

Definition:
Impression share is the percentage of total available impressions that your ad actually received, based on budget and eligibility.

Formula:
Impression Share = (Impressions / Total Eligible Impressions) × 100

Why it matters:
A low impression share often indicates missed opportunities due to low budget or poor ad rank. It’s a useful signal in competitive markets.

Best practices:

• Increase bids or budget to capture more share

• Improve quality score to reduce lost share

• Track impression share by campaign or keyword