Definition
Impression share is the number of impressions your ads received, divided by the estimated number of impressions they were eligible to get.
Also called: Impression Share, ISYour share of eligible impressions.
Change the inputs to see how numerator and denominator affect the result.
What you're missing, and why
An impression share of 62% means you missed 38% of the possible impressions. Google even tells you why: “lost IS (budget)” means budget ran out, while “lost IS (rank)” means your Ad Rank was too low. That makes impression share a concrete growth map: it shows precisely what's holding you back.
Lost share due to budget signals additional exposure, not necessarily profit. Rank-related losses call for a review of bids, ad quality and competition. Compare the opportunity with marginal acquisition cost and contribution.
Frequently asked questions
What do lost impression share (budget) vs (rank) mean?
Lost IS (budget) means impressions were missed due to budget. Lost IS (rank) means they were missed due to Ad Rank. Neither metric proves that increasing spend or bids will be profitable.
Should I always chase 100% impression share?
No. On generic searches, 100% is rarely profitable. Impression share is a diagnostic tool. It shows where there's growth to capture, not a goal in itself. Weigh it against break-even and profit.
From insight to action
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About the author
Malthe Ærbo Weibeck
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
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