Report on impression share

Track how many of the overall potential impressions you are capturing

DoubleClick Search (DS) can report most of the impression share metrics available from AdWords and Bing Ads. Impression share (IS) is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and other criteria determined by the engine. Learn more in the AdWords Help Center and Bing Ads Help Center.

DS does not report AdWords exact match impression share.

For Bing Ads campaigns and ad groups, the impression share data comes from the Bing Ads Share of Voice report. Note the following:

  • Some of the metrics available in Bing Ads, such as Impression share lost to bid (%), are not available in DS.
  • Bing Ads only provides impression share data for search ads. The data is not available for content ads.

How fresh is the data?

Data freshness of impression share data varies by type engine account:

  • AdWords is available in DS reports within two or three days, depending on when you view a report.
  • Bing Ads is available in DS reports within 14 to 18 hours. 

Level of detail depends on type of engine account

The availability of impression share depends on the type of engine account and the report you're viewing, as described in the matrix below. For example, the Keywords tab can report impression share in an AdWords account, but not in a Bing Ads account.

  AdWords Bing Ads
Engine account report Yes Yes
Campaign report Yes Yes
Ad group report Yes  Yes
Keyword report Yes (Search impressions only) No
Ad report No No

To report on impression share

  1. If you have access to multiple advertisers, you can view impression share at the agency level and compare impression share across advertisers.

    Otherwise, navigate to an advertiser or to a specific AdWords or Bing Ads engine account.

  2. Click the Engine AccountsCampaigns, or Ad groups tab. 
    If you navigate to an AdWords engine account or lower, you can click the Keywords tab.

  3. Optionally use a filter to display just the campaigns or ad groups you're interested in.

  4. Select a time range for the report.

    If the time range includes today or yesterday, it’s expected that impression share data in the engines and in DS will not exactly match because of the time lag in available reporting data. Reports that don't include today or yesterday are expected to match.

  5. Above the performance summary graph, click the Columns button.

  6. In the Available columns list, click Quality and competitive and select any of the following columns:

    In an AdWords account, you can also add the following columns to the Campaigns or Ad groups tab:

    Don't see the impression share columns or "Quality and competitive" in the column list? Make sure you're on the AdvertisersEngine AccountsCampaignsAd groups, or Keywords tab. Impression share metrics aren't available for specific ads, product groups, or other bid targets. In addition, if you're scoped to a specific engine account, make sure you're in a Bing Ads or AdWords engine account.

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