Display lost IS (budget) column

Applicable to Google Ads only

The percentage of time that your ads weren’t shown on the Display Network due to insufficient budget. This data is available at the campaign level only.

Learn more about reporting on impression share in Search Ads 360.

Add this column to a report
  1. Navigate to a Google Ads engine account and click the Campaigns tab.

  2. Select a time range.

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

  4. Type the column name in the search box.

  5. Click + next to the column name to select the column.

  6. Click Apply.

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