Impression Share
What is IS?
Impression Share is the percentage of total available impressions your ads actually received out of all impressions they were eligible for. It indicates how much of your potential audience you are actually reaching. A low impression share means your ads are losing visibility due to budget constraints, low ad rank, or targeting overlap.
Formula
Impression Share = (Impressions Received / Total Eligible Impressions) × 100Example
Your campaign received 40,000 impressions in a week, but was eligible for 100,000 total impressions in that audience. Your Impression Share = (40,000 / 100,000) × 100 = 40%. You missed 60% of potential visibility.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| Brand Campaigns | 70% – 90% | Protect your brand terms |
| Prospecting Campaigns | 30% – 60% | Broader audiences limit share |
| Retargeting Campaigns | 60% – 80% | Smaller audience, easier to dominate |
| Competitive Niches | 20% – 40% | High competition lowers share |
Protect your brand terms
Broader audiences limit share
Smaller audience, easier to dominate
High competition lowers share
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Increase your daily budget to capture more of the available impressions in your target audience.
- 2
Improve ad quality and relevance to win more auctions without necessarily raising your bid.
- 3
Narrow your targeting to focus on audiences where you can achieve a higher impression share.
- 4
Monitor impression share trends weekly to catch drops before they impact campaign performance.
- 5
Use impression share data alongside CPA to find the optimal balance between visibility and cost.
Related Terms
Frequently Asked Questions About IS
Track Your IS in Real Time
Adship gives you a unified dashboard to monitor IS, optimize campaigns, and improve performance across Meta and TikTok.