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What Is Impression Share?

In digital marketing, understanding the effectiveness of your advertising campaigns is crucial to their success. One important metric to consider is impression share.

Impression Share Calculation

Impression share is a metric used in online advertising that measures the percentage of impressions (or views) that your ads receive compared to the total number of impressions that your ads were eligible to receive. It is calculated by dividing the number of ad impressions that your ad received by the total number of eligible impressions.

For example, if your ad was eligible to be shown 1,000 times and was shown 800 times, your impression share would be 80% (800/1000 x 100). This means that your ad was shown 80% of the time it was eligible to be shown.

Impression Share Usage

Impression share is an important metric because it can help you understand how well your ads are performing compared to your competitors. A high impression share indicates that your ads are being shown frequently and are generating a lot of visibility for your brand. A low impression share, on the other hand, indicates that your ads are not being shown as frequently and may be losing out to your competitors' ads.

Another benefit of impression share is that it can help you identify opportunities for improvement. For example, if your impression share is low, you may need to adjust your bidding strategy, improve the quality of your ads, or target a different audience to increase your visibility and generate more impressions.

Hire a Marketing Expert

It's worth noting that impression share is not the only metric to consider when evaluating the success of your advertising campaigns. Click-through rate (CTR), conversion rate, and return on investment (ROI) are also important metrics to consider. However, impression share is a useful metric that can provide valuable insights into the performance of your ads and help you make informed decisions about how to improve your digital marketing strategy. is a full service marketing growth service for businesses looking to scale, achieve profitability and accomplish goals. We have a proven track record of growth and successful exit of 2 startups. We have launched 100+ marketing campaigns across social, search, SEO, programmatic, affiliate, mobile/app, video and emerging channels.

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