How it works
Interpret it within the relevant network and inspect losses due to budget and rank where supported.
Example
Example: 40 received impressions out of 100 estimated eligible impressions means 40% in an illustrative example.
Common mistakes
It is not a share of all searches or the whole market.
How can you check this in practice?
Check network and scope: received impressions are divided by estimated eligible impressions. Examine lost impression share due to budget and rank where available. This is an estimate relative to ad eligibility, not a share of every person in the market.
Distinctions and limitations
Impression share and CTR have different denominators: eligible versus received impressions. Increased share does not guarantee useful clicks or conversions. Check relevance and the business objective first.
Official sources
Editorial responsibility: Biser Bozhinov · PPC Specialist
Updated: 05/11/2026
For a correction or question: office@z-consult.bg