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.
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