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.
Impression Share is calculated by dividing actual impressions by eligible impressions, based on your targeting, bids, quality score, and budget.
Impression Share (%) = Impressions Received ÷ Total Eligible Impressions × 100
Impression Share (%) = Impressions Received ÷ Total Eligible Impressions × 100
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%.
OWOX BI 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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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 low Impression Share (under 50%) may suggest limited budget, low ad relevance, or high competition – resulting in lost visibility and potential conversions.
A limited budget can cap your impressions. Raising your daily budget ensures your ads show more frequently throughout the day.
Higher quality scores reduce costs and improve eligibility, increasing your chances of winning more impressions.
Refine your targeting and bidding strategy to ensure your ads compete effectively in the auctions where you want visibility.
