Get impression share data

Impression share shows you how the performance of your ad compares with the performance of others’ ads.

This metric is calculated by taking the number of impressions your ad received divided by the total number of impressions your ad was eligible to receive.

This article shows you how to view impression share data, which metrics to examine, and more information on how impression share works.

Before you begin

If this article is your first introduction to impression share, take a moment to review About impression share.

Instructions

  1. Sign in to your Google Ads account.
  2. Click Campaigns, Ad groups, or Product groups (for Shopping campaigns), or Keywords in the page menu.
  3. Click the columns icon A picture of the Google Ads columns icon and click Modify columns.
  4. Click Competitive metrics, and add impression share columns by checking the boxes next to column names.
  5. Click Apply. Impression share data will now appear in your statistics table.

Other ways to view impression share

  • View impression share data for specific ad groups and keywords by enabling the "Impression share" column on the Ad groups and Keywords pages.
  • For Shopping campaigns, you can view impression share data on the Campaigns, Ad Groups, or Product Groups pages.

Which metrics to view

Here are some metrics to help you understand your impression share:

  • Search impression share: The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive.
  • Display impression share: The impressions you’ve received on the Display Network divided by the estimated number of impressions you were eligible to receive.
  • Search lost IS (budget): The percentage of time that your ads weren't shown on the Search Network due to insufficient budget. This data is available at the campaign level only.
    Note: In Report Editor, Search lost IS (budget) is available in the Campaigns report, but not in the Ad group report. As of June 2022, the Search lost IS (budget) metric was removed from any previously saved reports that also used “Ad group”, “Search Keyword”, or “Label (Ad group)”.
  • Display lost IS (budget): The percentage of time that your ads weren't shown on the Display Network due to insufficient budget. This data is available at the campaign level only.
    Note: In Report Editor, Display lost IS (budget) is available in the Campaigns report, but not in the Ad group report. As of June 2022, the Display lost IS (budget) metric was removed from any previously saved reports that also used “Ad group”, “Search Keyword”, or “Label (Ad group)”.
  • Search lost IS (rank): The percentage of time that your ads weren't shown on the Search Network due to poor Ad Rank in the auction.
    Note: Lost IS (rank) won't be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined.
  • Display lost IS (rank): The percentage of time that your ads weren't shown on the Display Network due to poor Ad Rank.
    Note: Lost IS (rank) won't be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined.
  • Search exact match IS: The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword). This is unavailable for Shopping campaigns.

Keep in mind

  • Impression share metrics are reported separately for each campaign type and aren’t aggregated across the account.
  • All impression share metrics are updated a few times per day.
  • Data for impression share columns for Search Network and Display Network campaigns is available from October 2012 to the present. Impression share for Shopping campaigns is available from September 2013 to the present, except for "Search lost IS (budget)”, which is available from November 2014.
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