Plain-language questions
Ask for impression share per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Marketing
Impression share: formula and example.
Impression share is the number of impressions your ads received divided by the estimated number of impressions they were eligible for. An impression share of 60% means your ad appeared for 6 in every 10 relevant searches. It shows how much visibility you are leaving on the table, for example because of a limited budget or a low bid.
Impression share formula
Number of impressions ÷ estimated number of eligible impressions × 100%
Worked example
One of Acme Groothandel's search campaigns received 96,000 impressions in September. The ad platform estimated the campaign was eligible for 160,000 impressions. Impression share is 96,000 ÷ 160,000 × 100% = 60%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A higher impression share means you are visible more often for relevant searches. Google Ads splits the missed share into share lost to budget and share lost to rank: that tells you whether you need more budget or a better bid and better ads. Do not automatically aim for 100%, as the last few percentage points are often the most expensive.
Pitfalls with impression share
- Averaging campaign impression shares instead of adding up the underlying impressions.
- Forgetting that eligible impressions are an estimate made by the platform.
- Pushing impression share up on keywords that deliver little.
SQL & DAX
Calculating impression share in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
SELECT date_trunc('month', spend_date) AS month,
platform, campaign,
SUM(impressions) AS impressions,
SUM(eligible_impressions) AS eligible_impressions,
ROUND(100.0 * SUM(impressions) / NULLIF(SUM(eligible_impressions), 0), 1) AS impression_share_pct
FROM ad_spend
WHERE eligible_impressions IS NOT NULL
GROUP BY 1, 2, 3
ORDER BY 1, impression_share_pct;Impression Share =
DIVIDE(
SUM(AdSpend[Impressions]),
SUM(AdSpend[EligibleImpressions])
)In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate impression share?
Divide the number of impressions by the estimated number of eligible impressions and multiply by 100%. With 96,000 impressions out of 160,000 possible, impression share is 60%. The ad platform provides the estimate of eligible impressions.
What does impression share lost to budget or rank mean?
Impression share lost to budget is the share you miss because your daily budget ran out, while share lost to rank is what you miss because of a low bid or low ad quality. Together with your impression share, they add up to 100%. They tell you which lever to pull.
What is the difference between impression share and average position?
Impression share measures how often you appear, while position measures where you appear. You can appear often in a low position, or rarely at the top. Look at both together to judge your visibility properly.
Further reading
- KPI libraryMarketing KPIs: formulas and examplesMarketing KPIs set reach, cost and conversion side by side. They become truly useful once you link ad and web data to leads and revenue from your CRM and accounting system.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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