Understand impression share and diagnose lost impressions. 50%+ is strong. See budget vs rank causes.
By The Ad Spend
The percentage of available impressions your ads received out of total eligible impressions. Shows market share capture.
Formula
Your Impressions ÷ Total Eligible Impressions
Benchmark range
100% = all available demand. 50%+ is strong for competitive markets. Below 30% = significant lost opportunity.
Why it matters
Lost impression share has two causes: budget (not enough money) or rank (not competitive enough). Check 'Search Lost IS (Budget)' and 'Search Lost IS (Rank)' to diagnose. Google restricted auction insights export in August 2024, limiting competitive analysis.
