What is Impression Share?

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Impression share is the percentage of the number of times an ad was actually displayed out of the number of times it could have been displayed.

For example, in the case of search-related ads, even if a user searches for a keyword that matches the keywords and match type you set when submitting your ad, your ad may not be displayed if there is insufficient budget or your ad rank is lower than that of your competitors.


As the number of times an ad is actually displayed (number of impressions) is affected by the budget and ad rank, knowing this indicator will allow you to know how much opportunity loss you are experiencing in terms of ad displays.

Specifically, the higher the impression share, the smaller the opportunity loss is, and conversely, the lower the impression share, the greater the opportunity loss.

You can also find out impression share by campaign, ad group, and keyword, so you can get detailed information about which keywords are causing lost display opportunities and which ad owner partner shareholder email database groups and campaigns they are affecting.


What is Lost Impression Share?

Lost impression share is the percentage of times an ad was not displayed due to factors such as low budget or low ad quality out of the number of times it could have been displayed.

Therefore, the relationship between lost impression share rate and the impression share introduced in the previous section can be expressed as the following formula:

Impression share + Lost impression share = 100%


Additionally, the percentage of times an ad was not displayed due to the advertising budget out of the number of times an ad could have been displayed is referred to as Lost Impression Share (Budget), and the percentage of times an ad was not displayed due to Ad Rank out of the Lost Impression Share is referred to as Lost Impression Share (Ad Rank).


So, the following formula holds:

Lost Impression Share = Lost Impression Share (Budget) + Lost Impression Share (Ad Rank)


Impression Share + Lost Impression Share (Budget) + Lost Impression Share (Ad Rank) = 100%



How to check your impression share
How to check impression share on Google
You can check your Google Ads impression share by following the steps below.

Open the campaign management screen and click "Change Display Items" in the "Display Items" column in the upper right corner of the screen.
Click on the "Competitive Metrics" tab
A list of impression share related items will be displayed, so check the items you want to display and click "Apply" at the bottom of the screen.
The item you checked in ➂ will appear in the upper right corner of the campaign management screen, so click on it.

How to check impression share on Yahoo!
You can check your Yahoo! Ads impression share by following the steps below.

Open the campaign management screen and click "Edit display items" in the "Display items" column in the upper right corner.
A list of items that can be displayed on the campaign management screen will be displayed, so check "Impression Share" and click "Apply" at the bottom of the screen.
The item you checked in ➁ will be displayed on the campaign management screen, so click on it.