Impression Share

Impression share (IS) is the percentage of impressions your ads receive compared to the total number of impressions it can get.

Impressions Share = impressions / total eligible impressions

Eligible Impressions is an estimation made using various factors such as targeting settings, quality of keywords, ads, etc.

Impressions Share is a useful metric that helps us to understand whether your ads can reach more people by increasing the budget or bids.