Report on impression share

Track how many of the overall potential impressions you are capturing

Search Ads 360 can report most of the impression share metrics available from Google Ads 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 Google Ads Help Center and Bing Ads Help Center.

Search Ads 360 does not report Google Ads 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 Search Ads 360.
  • 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:

  • Google Ads is available in Search Ads 360 reports within two or three days, depending on when you view a report.
  • Bing Ads is available in Search Ads 360 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 a Google Ads account, but not in a Bing Ads account.

  Google Ads 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. Navigate to an advertiser, a Google Ads or Bing Ads 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.


    Note: 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 AccountsCampaigns, 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:

    In a Google Ads account, you can also add the following columns to the Campaigns or Ad groups tab:

Don't see the impression share columns 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 Google Ads 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.

Was this article helpful?
How can we improve it?