Impression Share
The percentage of eligible auctions where your ad actually appeared. Lost share splits into 'lost to budget' and 'lost to rank'. Two different problems.
Free · no signup · last reviewed August 29, 2026
The definition
The percentage of eligible auctions where your ad actually appeared. Lost share splits into 'lost to budget' and 'lost to rank'. Two different problems.
Why it matters to an owner
The answer to 'why did costs jump?' often lives here: a new competitor entered your auctions and your share of them shrank.
Keep going
ImpressionOne display of your ad or listing, clicked or not. The raw count of chances to be noticed.…Quality ScoreGoogle's 1–10 rating of how relevant your keyword, ad, and landing page are to each other.…Google Ads for OwnersEverything that matters, nothing that merely impresses: legible structure, backward budget…
This is the work. Want it done?
Everything here is free to use yourself. That’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.