Paid media basics

Impression share

The share of the impressions an ad was eligible for that it actually received.

What it is

In Google Ads it shows how much of the available search demand a campaign is capturing, and whether budget or ad rank is holding it back.

For lead generation and e-commerce

It separates two problems: not enough budget, and not enough quality or bid to win the auction.

FormulaImpression share = impressions received / impressions eligible

Divide impressions received by the impressions the campaign was eligible for; platforms report the lost share by budget and by rank.

Pushing for full impression share on every keyword. The last share of impressions is usually the most expensive.