Jan 6, 2026
Impression Share
IS
The percentage of available impressions your ads received out of total eligible impressions. Shows market share capture.
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Formula:
Your Impressions ÷ Total Eligible Impressions
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Benchmarks
100% = all available demand. 50%+ is strong for competitive markets. Below 30% = significant lost opportunity.
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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.
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