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Impression Share (IS)
from Google Ads
Metrics type
Units of measure
Percent / Ratio
More - better
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The percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

Eligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality. Impression share data is available for campaigns, ad groups, product groups (for Shopping campaigns), and keywords.
Why it is important
Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget.
Impressions / Total eligible impressions
Calculation example
Let's consider a Google Ads campaign that, based on various factors such as targeting settings, approval statuses, and quality, has a total of 10,000 eligible impressions. During a specific time period, your ads received 7,000 impressions.

Impression Share (IS)=Impressions/Total Eligible Impressions×100

Impression Share (IS)= 7,000/10,000×100

Impression Share (IS)=70%
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Affecting metrics
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Suggested slices for dashboards
by Network (Search vs. Display)
by Device Type
by Geographic
by Time Period
by Competitor Benchmarking
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How can the Impression Share trend be analyzed to gain insights into seasonality, market trends, or the effectiveness of promotional efforts?
2. What is the relationship between Impression Share and ad position, and how can bidding strategies be adjusted to optimize visibility and reach?
3. How does the Impression Share differ between mobile and desktop devices, and what strategies can be used to maximize visibility on each platform?
4. Can the Impression Share data be segmented to identify areas with growth potential or specific audience segments that may require targeted adjustments?
5. How does the Impression Share correlate with Click-Through Rates (CTRs) and Conversion Rates, and what strategies can be employed to balance visibility and performance?
6. What effect do bidding and budget adjustments have on Impression Share, and how can advertisers make data-driven decisions to optimize their strategies?
Possible causes of worsening
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
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