SEO glossary · I

Impression Share

What is Impression Share?

Impression share is a Google Ads and Microsoft Advertising metric that shows the percentage of impressions your ads received out of all the impressions they were eligible to get. An impression share of 60% means your ads appeared in 60% of the auctions where they could have been shown.

How it is calculated

Impression share = impressions ÷ total eligible impressions. Eligibility depends on your targeting, approval status, bids and quality.

Why you lose impression share

  • Lost impression share (budget): your daily budget ran out before the day ended.
  • Lost impression share (rank): your Ad Rank was too low, because of your bid or ad quality.

Search top impression share and search absolute top impression share show how often you appeared above the organic results, or as the very first ad. Read them together with conversions: 100% impression share on unprofitable keywords is not the goal.

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