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Impression share and Lost impression rate

You can check the impression share (Share of Impressions) and lost impression share (Lost Impression Rate) in the Campaign management tool.

Tips
  • "Share of Impressions" is the percentage of your ads actually shown (impressions) compared to the total number of eligible impressions (the chances of ads could show).
  • "Lost Impression Rate" is the percentage of your ads that weren't shown (impressions) compared to the total number of eligible impressions (the chances of ads could be shown).

 

You can check the following value in the Search Ads's Campaign management tool.

Item appears Description
Share of Impressions

Impression share. The percentage of your ads actually shown (impressions) compared to the total number of eligible impressions.
Exact Match Impressions share The number of times your ads were actually shown by the Exact Match (*) to your registered keyword compared to the total number of eligible impressions.
*Includes typographical errors and spelling inconsistencies.
Lost Impression Rate (Budget) Lost impression share. The percentage of your ads weren't shown (impressions) compared to the total number of eligible impressions (the chances of ads could be shown) due to insufficient campaign daily budget, bid for keyword and ad group, and account balance.
Lost Impression Rate (Position) Lost impression share. The percentage of your ads weren't shown (impressions) compared to the total number of eligible impressions (the chances of ads could be shown) due to poor ad position.
Tips
For impression share of ad deliveries on the top and absolute top of the page, check Ads on top and absolute top of the page.

<Impression share and lost impression share>

<Exact match impression share>

Learn more about Campaign Daily Budget and
Ad Position.

How to identify Impression share and Lost impression rate

Impression Share and Lost impression rate are shown in the "Reports" tab or "Campaigns" tab on the Campaign management tool.

Note
Impression share and Lost impression rate may take a few days to appear after ad display.

The following data are available in each tab.

Tab Identifiable Data Item
[Reports]
tab

To check the impression share and lost impression, select the following report types when creating the performance report.

  • Account Report: entire account data
  • Campaign Report: data for each campaign
  • Ad Group Report: data for each ad group
  • Keyword Report: data for each keyword
Tips
  • Select items you want to check when creating the performance report.
  • You can create a template to create the same type of report. You can receive the notification when the report is made
Note
“Ad Group Report” and "Keyword Report" won't have "Lost Impression Rate (Budget)." 
[Campaigns]
tab

You can check your data for each campaign, ad group, and keyword.

Note
  • Data for each ad is not available.
  •  “Lost Impression Rate (Campaign Daily Budget)” isn't available for each ad group or keyword.
  • Lost impression rate (ad position) for ad groups won't be measured when “Lost Impression Rate (Budget)” occurred because of the insufficient budget. In this case, “0.00” appears in the “Ad Group’s Lost Impression Rate (Ad Position)” column in the ad group data in the "Campaigns" and ad group report.

 

Check data in the "Reports" tab

To check your data in the “Report” tab, create a report. Learn more about how to create a report on the following pages.
Create a Performance Report
Optional Items on Reports
Performance Report

Check data in the "Campaigns" tab

The following steps describe how to check data in the "Campaigns" tab.

Steps
  1. Click the "Search Ads" tab on the Campaign Management Tool.
  2. Click the "Campaigns" tab.
  3. From “Select Items” in the middle of the page, click the "Campaign" or "Ad Group" sub-tab.
  4. Click the "Display" button among the other functional items are shown.
    Campaign
  5. Select the "Edit Item Displayed".
  6. Enable the checkbox for the data items related to “Share of Impressions” (Impression Share) or “Lost Impression Rate” in the “Optional Items” field.
    Edit Item
  7. Click "Apply."