Google Ads Auction Share Calculator

How to calculate Impression Share?

Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads were eligible to get. It is a powerful metric for understanding whether your ads might reach more people if you increased your bid or budget.

IS = (Actual Impressions / Total Eligible Impressions)

Using the Auction Share calculator: an example

Imagine your campaign received 5,000 impressions, but based on your targeting settings, keywords, and approval status, there were 10,000 total measurable impressions available during that period.

Step-by-step calculation:

• Division: 5,000 / 10,000 = 0.50
• Percentage Result: 0.50 * 100 = 50% Impression Share

Frequently Asked Questions

What is a good impression share?

It varies by industry, but branded terms should aim for 90%+, while generic terms often range from 20-50% depending on the competitiveness of the auction.

How can I reduce loss due to Rank?

To improve your impression share lost to rank, focus on improving your Ad Quality Score or increasing your Max CPC bids to be more competitive.

What are measurable impressions?

These are auctions where your ad was competitive enough to potentially appear based on your targeting, regardless of whether your ad actually won the auction or not.