When discussing impression share in AdWords reports, we’re referring to a key metric that measures the proportion of ad impressions relative to the maximum number of impressions theoretically possible for a given campaign. This metric reveals wasted impressions, which represent the difference between the actual impression share achieved and the theoretical 100% share. These losses can be due to insufficient ad ranking or a campaign budget that is too low.
For a more in-depth analysis, the impression share report can break down these losses into two categories: ranking losses and budget losses. This information provides a better understanding of the underlying reasons for the advertising campaign’s performance. It’s important to note that impression share, ranking losses, and budget losses are not included by default in standard campaign reports.
In summary, the impression share is an essential tool for evaluating the effectiveness of ads displayed as part of an Adwords campaign, highlighting missed opportunities and potential areas for improvement.
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