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Watch the Video Tutorial:
How to Add Impression Share to Google Ads Report
1) Login to your Google Ads account
2) Navigate to campaigns
3) Click on the Custom button above your reporting table
4) Click on the pen symbol next to Custom
5) Use the search bar to find the below metrics:
➡️ Search impr. share
➡️ Search lost IS (budget)
➡️ Search lost IS (rank)
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Frequently Asked Questions on Adding Impression Share to Google Ads Report
What is Impression Share in Google Ads?
Impression Share (IS) measures how often your ads appear compared to the total number of times they were eligible to show. It’s calculated as: Impression Share = (Impressions ÷ Eligible Impressions) × 100. This metric helps identify missed opportunities due to budget limits or low ad rank and is key for assessing visibility and competitiveness in your campaigns.
How do I add Impression Share to my Google Ads report?
Log in to your Google Ads dashboard → Campaigns, Ad Groups, or Keywords tab.
Click the Columns icon (⋮) above your data table.
Select Modify Columns → Competitive Metrics.
Check the boxes for:
Search Impression Share
Display Impression Share (if applicable)
Lost IS (Budget)
Lost IS (Rank)
Click Apply.
Your table will now display impression share data alongside performance metrics.
Can I view Impression Share data in custom reports or Looker Studio?
Yes. In Looker Studio (formerly Data Studio), connect your Google Ads data source, then add “Impression Share” as a metric under your charts or tables. You can also segment by campaign, device, or location to analyze visibility trends more deeply.
What are best practices for using Impression Share data?
Track Lost IS (Budget) to identify when to increase campaign budgets.
Review Lost IS (Rank) to improve ad quality and bidding competitiveness.
Combine Impression Share with CTR and Conversion Rate to balance visibility and performance.
Use Segment → Time → Day of Week or Device to identify when impression loss is highest.
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