Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

Impression share and Lost impression share


What is Impression share, Lost impression share
How to check Impression share and Lost impression share
How to improve Lost impression share

What is Impression share, Lost impression share


“Impression share” and “Lost impression share” show the ratio of the actual number of times an ad was displayed (number of impressions) and was not displayed to the total number of chances for ad display.
Appropriate measure such as reviewing budget and improving ad quality will become available by figuring out the reason of eligible impressions lost. Utilize these new indexes for your campaign management.

Display Ads provides the following data item on the former Campaign management tool and on the new platform.

Item name Available number
Impression Share Ratio of the actual number of times an ad was displayed (number of impressions) to the total number of chances for ad display
Lost impression share (budget) The percentage of your ads weren't shown due to insufficient budget, compared to the total number of eligible impressions.
Lost impression share (rank) The percentage of your ads weren't shown due to the poor ad rank, compared to the total number of eligible impressions.



Learn more about Auction ranks in the following help page.
How ads are delivered

How to check Impression share and Lost impression share


Impression share and Lost impression share can be checked on the list screen of performance reports and campaigns on the Campaign management tool.
Items that can be checked are as follows.

How to check Available number
Performance report (on the former Campaign management tool) Select the following report type to check Impression share and Lost impression share.
- Campaign report : data by each campaign
- Ad group report : data by each ad group
Tips
  • When selecting “Ad group report”, “Lost impression share (budget)” cannot be checked.
  • For “Display by” on Creating performance report screen, select any of “Month”, “Day” or “Time”. If you select other item for “Display by”, numbers related to Impression share cannot be acquired.
  • For “Display by”, you cannot select Impression share related items with the following three items together.
    - Ad type
    - Layout
    - Dynamic image extensions
  • Creating scheduled reports with designated reporting period by template and receiving a notification are also available.
Campaign list, Ad group list Data by each campaign and ad group are available.
Tips
  • Data by each ad cannot be checked.
  • “Lost impression share (budget)” data by each ad group is not available.
  • For “Segment” on the new platform, select any of “None”, “Daily”, “Weekly”, “Monthly”, “Day of week”. If selecting other item, numbers of Impression share related item are not available.
Tips
  • The data before March 19, 2020 will not available.
  • Impression share and Lost impression share (budget, rank) can be displayed only in the case of more than 100,000 impressions on the designated ad display period or in the case of more than 1,000,000 chances of ad display.
Note
Since the statistics of Impression share is estimated value, there may be a bit of a discrepancy.

Check data on “Report”

To check data on reports, create reports with the steps described on the following help pages.
Create a Performance Report
What is performance report

Check data on the Campaign list screen

To check data on the list screen such as campaigns, follow the steps below.

Check on the former Campaign management tool

Steps
  1. Click “Display Ads” on the Campaign management tool.
  2. Click the “Campaigns”.
  3. Click any of “Ad Group” or “Campaign” for the “Select Items” in the middle of the screen.
  4. Click “Display” button on the top of data list.
  5. Click “Edit Items Displayed”.
  6. Enable the checkbox of items related to Impression share and Lost impression share for “Optional columns”.
  7. Click “Apply” button.

Check data on the new platform

Steps
  1. Access to the new platform.
  2. Click “Campaign” or “Ad group” on the side menu.
  3. Click “Columns” button on the top of data list.
  4. Click “Edit columns”.
  5. Select items related to Impression share and Lost impression share and drag and drop, from the right to left on the screen.
  6. Click “Apply” button.

How to improve Lost impression share


Learn the following steps and edit the setting to improve Lost impression share.

Type Steps
Lost impression share (budget) Lift the campaign daily budget
Note
By editing budget amount, CPC (Set the max bid per click) and CPA (the cost of acquiring a conversion) may change.
Lost impression share (rank) Raising auction rank
- Raise a bid amount
- Improve ad quality


Learn more about ad quality and impressions on the following help pages.
Ad Quality