Paid Media

Impression Share

Quick answer

The percentage of available auctions where your ad actually showed.

Definition

Impression Share divides impressions won by impressions eligible. Lost IS (budget) means you ran out of money; lost IS (rank) means competitors outscored you. Splitting the two tells you whether scaling spend or fixing quality unlocks growth.

Why it matters

It converts vague 'we should spend more' debates into a measurable ceiling - if IS is above 80% with healthy rank, growth must come from new keywords or markets instead.

Formula

Impressions won / Total eligible impressions

Benchmarks

70%+ on branded terms; 25-50% is realistic on broad non-brand

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