Report on impression share

Search Ads 360 can report most of the impression share metrics available from Google Ads, Microsoft Advertising, and Yahoo! Japan. 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 Google Ads Help Center , Microsoft Advertising Help Center, and Yahoo! Japan Help Center.

Search Ads 360 does not report Google Ads exact match impression share.

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

• Some of the metrics available in Microsoft Advertising, such as "Impression share lost to bid (%)", are not available in Search Ads 360.
• Microsoft Advertising only provides impression share data for search ads. The data is not available for content ads.
• Microsoft Advertising doesn't report statistically insignificant metrics (low daily impressions) to Search Ads 360. In these instances, Search Ads 360 displays dashes (---).

Advertising platforms don't provide exact impression share values. They modify the numbers to inhibit the ability to infer total market size. Advertising platforms sometimes choose not to provide impression share values. In such cases, Search Ads 360 denotes the impression share values as zero or as dashes.

How fresh is the data?

Data freshness of impression share data is 1-2 days for Google Ads, Microsoft Advertising, and Yahoo! Japan.​

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 a Google Ads account, but not in a Microsoft Advertising or Yahoo! Japan account.

	Google Ads	Microsoft Advertising	Yahoo! Japan
Engine account report	Yes	Yes	Yes
Campaign report	Yes	Yes	Yes
Ad group report	Yes	Yes	Yes
Keyword report	Yes (Search impressions only)	No	No
Ad report	No	No	No

To report on impression share

1. Navigate to an advertiser, a Google Ads, Microsoft Advertising, or Yahoo! Japan engine account, or lower scope.

   Steps for navigating to an advertiser

   1. Click the navigation bar to display navigation options.

   2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   3. In the "Advertiser" list, click on the advertiser.

   4. Click Apply or press the Enter key.

   Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

   If you have access to multiple advertisers, you can also view quality score and first- and top-of-page bids at the agency level.

2. Click the Engine Accounts, Campaigns, Ad groups, or 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 Search Ads 360 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:

   • Search impr share (Available for Google Ads, Microsoft Advertising, and Yahoo! Japan)

   • Search lost IS (rank) (Available for Google Ads, Microsoft Advertising, and Yahoo! Japan)

   • Search lost IS (budget) (Available for Google Ads, Microsoft Advertising, and Yahoo! Japan. Not available on the Ad groups or Keywords tabs.)

   In a Google Ads account (keyword level or higher) or Yahoo! Japan account (ad group level or higher), you can also add the following columns:

   • Impr (abs top) %

   • Impr (top) %

   • Impr share (abs top) %

   • Impr share (top) %

   • Lost abs top IS (budget)

   • Lost abs top IS (rank)

   • Lost top IS (budget)

   • Lost top IS (rank)

   In a Google Ads account (keyword level or higher), you can also add the following columns:

   • Display impr share

   • Display lost IS (budget)

   • Display lost IS (rank)

Don't see the impression share columns in the column list?

• Make sure you're on the Advertisers, Engine Accounts, Campaigns, Ad 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 Google Ads, Microsoft Advertising, or Yahoo! Japan engine account.

• Make sure you haven't added any segments to the report other than date segments (days, weeks, or other time periods of a day or longer). Search Ads 360 cannot segment impression share metrics by hour or any type of segment other than days, weeks, or other time periods of a day or longer.

Unsupported features

• Formula columns. Impression share metrics aren't available for use in formula columns. See the list of metrics that you can use in formula columns.
• Executive reports. Impression share metrics aren't available for use in executive reports.