Impression Share

Discover how Impression Share helps advertisers track their share of total available impressions. Learn how to measure, analyze, and optimize it to improve ad visibility and performance.

KPI Details

Category

Marketing

Type

Leading Indicator

Calculation

Impression Share = (Total Eligible Impressions / Your Ad Impressions) × 100

Measure

Tracks the percentage of the total available impressions an ad receives, helping advertisers evaluate campaign reach and market share.

Data Sources:

Google Ads, Microsoft Advertising, Facebook Ads, LinkedIn Ads, TikTok Ads.

Frequency

Tracked daily or weekly to optimize bidding strategies and budget allocation.

Example target

Increase Impression Share to 80% in Q3 by optimizing bid strategies and increasing ad relevance.

Example Reports Use Case

A PPC Manager tracks Impression Share to assess ad competitiveness. If it drops, they may adjust bids, refine keyword targeting, or increase ad budget to capture more impressions.

What is Impression Share

Impression Share is a competitive advertising metric that represents the percentage of total available impressions your ad receives compared to the number it was eligible for. It is calculated by dividing the impressions your ad received by the total eligible impressions within a campaign, ad group, or keyword. Impression share helps advertisers assess visibility and performance relative to competitors across platforms such as Google Ads, Bing, or Apple Search Ads. It can be segmented into variations like absolute top impression share (for top search placements) and search lost impression share (to analyze missed opportunities), making it a key indicator for optimizing ad rank, reach, and strategy across different networks and placements.

Best Practices for Impression Share

  • Optimize Bidding Strategy

    Increase bids on high-performing keywords to secure more impressions.

  • Improve Ad Relevance & Quality Score

    Enhance ad copy, landing pages, and targeting to boost ad rank.

  • Increase Budget for Competitive Keywords

    Allocate more budget to high-value campaigns to maximize visibility.

  • Monitor Competitor Activity

    Analyze lost Impression share due to rank or budget constraints and adjust strategies accordingly.

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