Impression share
The share of the estimated impressions your ad could receive that it actually received; lost share is reported separately for budget and rank reasons.
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Why it matters
Impression share shows where the room for growth is. If share is lost to budget and the campaign is profitable, the budget can be raised; if it is lost to rank, ad quality or bids need work. Keeping share high on brand searches makes it harder for competitors to use your brand.
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Example
A profitable campaign has a 45 percent impression share, with most of the loss due to budget. Once the budget is raised, share climbs to 80 percent and conversions grow at the same cost.
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Common mistake
Aiming for 100 percent share on every campaign. The last impressions are expensive; the target should be set by profitability.
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Let's talk about your project.
Tell us what you need; we will define the scope together.