Metric · 2 min read
Impression share
Impression Share represents how often your ad is shown compared to the total number of opportunities it could have appeared. Learn what it is, why it matters, how to measure it, and how to increase your ad visibility.
Formula
Example. Suppose your ad was eligible to appear 10,000 times based on your targeting, but it actually appeared 7,500 times. In this case, your Impression Share would be 75%.
What it is
Impression Share is the percentage of ad impressions you received out of the total you were eligible for. It shows your ad’s visibility in auctions, commonly used in platforms like Google Ads to measure exposure versus competitors.
Why it matters
Impression Share shows how competitive your ads are. A high share means strong reach; a low share suggests missed opportunities from limited budget, low ad rank, or bidding issues.
How it is calculated
Impression Share is calculated by dividing actual impressions by eligible impressions, based on your targeting, bids, quality score, and budget.
A good value
A good Impression Share is typically above 70%, indicating strong visibility and competitive presence in the ad auction. However, it may vary depending on industry benchmarks and campaign goals.
A bad value
A low Impression Share (under 50%) may suggest limited budget, low ad relevance, or high competition – resulting in lost visibility and potential conversions.
Do
Use the following strategies to increase your Impression Share and boost ad visibility.
- 01
Increase your daily budget
A limited budget can cap your impressions. Raising your daily budget ensures your ads show more frequently throughout the day.
- 02
Improve ad quality score
Higher quality scores reduce costs and improve eligibility, increasing your chances of winning more impressions.
- 03
Adjust targeting and bids
Refine your targeting and bidding strategy to ensure your ads compete effectively in the auctions where you want visibility.
Avoid
A common mistake is not segmenting Impression Share by campaign or device, hiding performance issues. Ignoring lost share from rank or budget can also lead to wasted spend.
Related metrics you might be interested in
Event Count= Total Number of Specific Events Performed
New Sessions= (New Sessions ÷ Total Sessions) × 100
Paid Impressions= Total Number of Times an Ad is Displayed via Paid Media
Unique Visitors= Total Number of Distinct Users Who Visited the Website During a Time Period
Unique Users= Total Number of Individual People Who Interacted with the Website or App During a Time Period
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Calculate Impression Share on your own data.
OWOX Data Marts helps you monitor and improve Impression Share by revealing ad performance, budget pacing, and auction competitiveness. Spot impression loss from budget or rank issues and take action to optimize.
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