Reach Metrics

IS – Impression Share

Definition

Impression Share indicates how often your ads were actually shown compared to all possible impressions. An impression share of 60% means your ads appeared in 60% of all relevant searches. Lost share can be attributed to budget constraints or too low ad rank.

Formula

Impression Share = (Actual Impressions / Eligible Impressions) × 100

Optimization Tips

Analyze "Lost IS (Budget)" and "Lost IS (Rank)" separately. Increase budget for campaigns with high ROAS and low IS. Improve ad rank through better Quality Scores. Consider Target Impression Share bidding for brand keywords.

Related KPIs

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