Keyword impression share

Impression share shows how many impressions your ads received compared to the maximum number of impressions they were eligible for. How this is calculated depends on the report you’re viewing.

When Impression Share Is Available

• Impression share is enabled at a platform level and only available for certain retailers.

• Impression share appears only when the selected date range is 7 days or fewer

• Is available for the keywords report and keyword campaigns on the Onsite Performance dashboard, as well as the keywords tab of the single campaign report.

• Applies to product ads, banner, and banner x

• Applies only to auction campaigns

• Is shown in the UI only (not included in CSV exports)

Visual Indicators

Columns are highlighted based on impression share:

• Red: < 20%

• Orange: 20–50%

• No highlight: > 50%

Now shown as a percentage,

In the New UI, impression share is a percentage instead of displaying numbers. You can hover over the specific % to see the numeric values.

How it works

Product Ads

Shows on

Campaigns: onsite performance dashboard

Product ad campaigns can show multiple products in a single ad request, which affects the maximum possible impressions.

• If a retailer requests 10 ads per search and your campaign includes 5 products, the maximum impressions per request is 5 (not 10).

Example

• A campaign has 3,200 impressions

• 4 advertised products in the campaign

• 10 ads requested per search

• 1,000 searches per day

Maximum eligible impressions: 4 ÷ 10 × 1,000 = 4,000

Displayed impression share: 80%. (3,200 impressions / 4,000 maximum eligible impressions).

You may see differences between campaign and search term tables due to this calculation.

Note: In rare cases, impressions achieved may exceed the calculated maximum. This can occur if products were removed from the campaign recently, as impression share is calculated in real time based on current campaign settings.

Keywords

The keywords report compares impressions against the total ads requested, regardless of active products or campaigns.

Example

• 10 ads requested per search

• 1,000 searches per day

Maximum impressions: 10 × 1,000 = 10,000

Unlike the Campaigns table, this does not adjust for the number of products in your campaign.

Banner & Banner X

• Maximum impressions are calculated as 1 impression per slot per request

• The number of ads requested for Banner X slots is not currently factored in

The calculation for Banner & Banner X is the same between the onsite performance dashboard and keyword report.

Example

• A campaign has 1,000 impressions

• The retailer has 3 banner slots

• 1,000 searches per day

Maximum impressions: 3 × 1,000 = 3,000

Displayed impression share: 33.33% (1,000 impressions / 3,000 maximum impressions)