Campaign Input Form
Example Data Table
| Campaign | Impressions | Eligible Impressions | Top Impressions | Abs. Top | Lost Budget % | Lost Rank % | Clicks | Conversions | Spend |
|---|---|---|---|---|---|---|---|---|---|
| Spring Search Campaign | 18,500 | 25,000 | 9,600 | 4,100 | 11.5% | 14.5% | 1,320 | 96 | $2,460 |
| Brand Lift Push | 34,200 | 40,000 | 24,800 | 13,700 | 4.0% | 8.2% | 2,565 | 202 | $3,980 |
| Promo Weekend Burst | 12,600 | 21,000 | 5,420 | 1,860 | 18.0% | 22.0% | 760 | 44 | $1,680 |
Formula Used
- Impression Share (%) = (Actual Impressions ÷ Eligible Impressions) × 100
- Missed Eligible Impressions = Eligible Impressions − Actual Impressions
- Top Impression Rate (%) = (Top Impressions ÷ Actual Impressions) × 100
- Absolute Top Rate (%) = (Absolute Top Impressions ÷ Actual Impressions) × 100
- Additional Impressions Needed = (Target Share × Eligible Impressions) − Actual Impressions
- CTR (%) = (Clicks ÷ Impressions) × 100
- Conversion Rate (%) = (Conversions ÷ Clicks) × 100
- CPC = Spend ÷ Clicks, CPA = Spend ÷ Conversions, ROAS = Revenue ÷ Spend
How to Use This Calculator
- Enter your campaign name so exports stay labeled clearly.
- Fill in actual impressions and eligible impressions from your ad platform.
- Add top and absolute top impressions to measure placement quality.
- Optionally enter lost impression share from budget and rank.
- Include clicks, conversions, spend, and revenue for efficiency metrics.
- Set a target impression share percentage for gap analysis.
- Press the calculate button to show results above the form.
- Use CSV or PDF export to save campaign analysis instantly.
Frequently Asked Questions
1. What does impression share measure?
Impression share measures how often your ads appeared compared with all eligible opportunities. It helps reveal whether visibility is limited by budget, rank, or both.
2. Why are eligible impressions important?
Eligible impressions define the available market opportunity for your targeting settings. Without them, you cannot judge whether current visibility is strong or heavily constrained.
3. What is lost impression share from budget?
This value estimates the percentage of missed opportunities caused by limited spend. A high number suggests your campaign could capture more exposure with stronger budget coverage.
4. What is lost impression share from rank?
This metric estimates missed impressions caused by ad rank. Improvements often come from stronger bids, better relevance, improved landing pages, and stronger expected engagement signals.
5. Why track top and absolute top impression rates?
These rates show where your ads appear on the page. Strong visibility at top positions can influence click volume, brand presence, and competitive pressure.
6. Can high impression share still hide weak results?
Yes. High visibility does not guarantee profitable performance. You should review CTR, conversion rate, CPA, and ROAS beside impression share before making scaling decisions.
7. What target impression share should I use?
The right target depends on campaign goals, margin, and competition. Brand defense may need aggressive coverage, while efficiency-focused campaigns may accept lower visibility.
8. Why might my shares not total exactly 100%?
Platform rounding, reporting windows, and unavailable diagnostics can create small gaps. Minor differences are common, especially when imported numbers come from separate reports.