Yahoo! JAPAN Ads

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Impression share and lost impression share

What is impression share, lost impression share
How to check impression share and lost impression share
How to reduce lost impression share

What is impression share, lost impression share


Impression share and Lost impression share show the ratio of your ad appeared (number of impressions) and didn't appear to the total number of opportunities to show ads.
Knowing the reason your ads didn't show will help improve your ad management.

You can check the following data on the previous and new Campaign Management Tool for Display Ads.

DataAvailable values
Impression shareThe percentage of your ads appeared (number of impressions) compared to the total number of eligible impressions.
Lost impression share (budget)The percentage of your ads didn't appear due to insufficient budget, compared to the total number of eligible impressions.
Lost impression share (rank)The percentage of your ads didn't appear due to the poor ad rank, compared to the total number of eligible impressions.


Learn more about budgets and auction ranks in the following pages:
Display Ads (Auction)' daily budget and monthly charging limit
How ads are delivered

How to check impression share and lost impression share


You can check on impression share and lost impression share in the performance reports and "Campaigns" in the Campaign Management Tool.
The following data is available:

WhereAvailable values
Performance reportDrag columns related to the impression share.
Tips
  • When you select group report, “Lost impression share (budget)” will be unavailable.
  • To specify “Display by” in the previous view or "Segment" in the new, select month, day, or time. If you select columns other than these, data related to the impression share won't be available.
  • In the "Columns," you can't select the following data together with the data related to the impression share:
    - Ad type
    - Layout
  • You can save your column set as a template that regularly reports your data. An email notification is available.
Campaigns, Ad groupsYou can check on the data of each campaign and ad group.
Tips
  • The data of each ad isn't available.
  • “Lost impression share (budget)” for each ad group isn't available.
  • To get data related to the impression share in the "Segment," select "None," day, week, month, or a day of the week.
Tips
  • The data before March 19, 2020, isn't available.
  • Data related to the impression share will be available when you have 100,000 or more impressions in the specified duration, or when you have 1,000,000 or more chances to show ads.
Note
Impression share is an estimated value, and there may be a slight difference.

Check data on “Report”

See the following page for the instructions.
Create performance report and template (Display Ads (Auction))

Check data in the "Campaigns"

 

Steps
  1. View the Campaign Management Tool.
  2. From the sidebar menu, click “Campaign” or “Ad group.” 
  3. From the top of the list, click “Columns.” 
  4. Click “Modify columns.”
  5. Select columns related to impression share and lost impression share.
  6. Click “Apply.” 

How to reduce lost impression share


To reduce lost impression share, try the following settings:

TypeSteps
Lost impression share (budget)Increase the daily budget
Note
When you change a budget, CPC and CPA may change.
Lost impression share (rank)Increase the auction rank
- Increase bids
- Improve the ad quality


Learn more about ad quality on the following help page:
How ads are delivered

View this page in Japanese