Impressions Share

Definition

The percentage of impressions you received out of total available impressions you were eligible for—measuring how much of your potential underperformance you're capturing.

Example Usage

We have 65% impression share on our target keywords, which means we're seeing two-thirds of our potential disappointments.

Origin

Metric introduced by Google Ads to measure campaign reach

Fun Fact

Impression share is useful for identifying budget constraints, but increasing it doesn't always improve profitability

Source: Google Ads documentation

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