What Is Impression Share, and How Is It Calculated?
This article summarizes what impression shares are and how they're calculated.
Impression Share is a key metric used in digital advertising to measure the visibility of your ads within the Google Search Network. It represents the percentage of total possible impressions your ads actually received compared to the total number of impressions you were eligible to receive.
In simple terms, Impression Share tells you how often your ads appeared when they had the chance to show up.
How Is Impression Share Calculated?
Impression Share is calculated by dividing the number of impressions your ads received by the estimated total number of impressions you were eligible for based on your targeting settings, budget, bids, and quality.
This data is sourced directly from Google Ads and reflects your campaign’s performance in capturing available ad opportunities within the Search Network.
Understanding Impression Share can help you identify missed opportunities and optimize your campaigns to increase your ads’ reach and effectiveness.