Display lost IS (rank) column
(Applicable to Google only) The percentage of time your ads weren’t shown on the Display Network due to poor Ad Rank.
Learn more about reporting on impression share in DS.
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.
Click the Engine Accounts, Campaigns or Ad groups tab.
- Select a time range.
Above the performance summary graph, click the Columns button.
In the Search for columns box, type the column name.
Click + next to the column name in the Available columns list.