Paid Media & Advertising

Impression Share

The percentage of total eligible impressions your ads actually received.

Why It Matters

Low impression share means you are missing potential customers due to budget or rank limitations.

How It Works

Impression share is calculated by dividing impressions received by total eligible impressions. Google breaks down lost impression share into "lost due to budget" and "lost due to rank" to guide optimization.

Real-World Example

A campaign with 60% impression share is only appearing in 6 out of every 10 eligible auctions.

Common Mistakes

Pursuing 100% impression share on all keywords

Ignoring the budget vs rank split

Related Terms

Ad Rank

The score Google uses to determine your ad position and whether your ad shows at all.

Quality Score

Google Ads rating (1-10) of your ad relevance, CTR, and landing page experience.

Bid Strategy

The approach an advertiser uses to set and manage bids in ad auctions.

Impression Share FAQs

What impression share should I aim for?

For branded keywords aim for 90%+; for non-branded, 50-70% is typically a healthy range.

How do I improve impression share?

Increase budgets to fix budget-lost share, and improve Quality Score or bids to fix rank-lost share.

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